Rewards Programs Show Disconnect

Jennifer Polanz & Allison Westbrook

In a new study by 3Cinteractive (3C), a leading provider of mobile marketing services, data is showing that there’s a broad disconnect between brands and consumers when it comes to loyalty programs. While 52% of consumers want a loyalty program and say that it motivates them to purchase more often, 65% of brand marketers say that they do not have the knowledge or resources to provide one. “The disconnect between what consumers want from mobile loyalty and what brands are committing to building is stunning because it represents millions of dollars of missed opportunity for these brands,” said Margie Kupfer, Vice President of Marketing for 3C. She also noted that brands that fill this need will be a position to overtake their competition by providing these programs where other companies do not. GP