![]() ![]() ![]() However, current personalization efforts made by brands are ineffective. ![]() Of the consumers we surveyed, 70% of Gen Z respondents, 64% of Gen X respondents, and 63% of Millennials want to receive personalized recommendations via an app while browsing in-store. The majority of consumers want a personalized experience.The biggest skeptics are members of the Silent Generation: only 21% answered that they were willing to share personal information in exchange for personalized experiences. We found that only 46% of Gen Z consumers and 55% of Millennials (the most trusting generation according to this year’s research) are willing to share their data in exchange for personalized experiences.72% of Gen Z and Gen X respondents answered that they could be persuaded to choose one brand over another due to the presence of a loyalty program, followed by 68% of Millennials, 56% of Baby Boomers, and 42% of the Silent Generation.The Silent Generation was the only group where the majority (55%) answered no to paying a fee for a loyalty program. 77% of Gen Z respondents understand the value of loyalty programs and are more willing to pay a premium in exchange for valuable perks like free shipping (for example, Amazon Prime).The least active group is the Silent Generation – 35% responded that they don’t participate in any loyalty program. They also redeem more than other generations. 77% of Gen X program members redeem rewards at least once a quarter. 82% of Gen X consumers responded that they are active in at least one loyalty program.87% of Gen Z consumers want to be awarded points for walking into a brand’s location, restaurant, gym, or store. ![]()
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