BOSTON, MA--(Marketwired - Sep 3, 2014) - Dailybreak Media, the social engagement platform designed to drive brand participation and consumer action at scale, today released the findings of a new survey designed to solicit consumer feedback on the ways they engage with brands. One of the most important metrics that emerged was the power of loyalty programs, revealing that brands offering coupons for enrollment are being rewarded with newfound loyalty from incentive-hungry consumers.
The "Dailybreak Brand Engagement Survey," which focused on a wide range of consumers identifying themselves as millennials, GenXers, and baby boomers, sought to identify behaviors that brand marketers should take into account when building engagement strategies among key audiences. According to the survey findings, one of the most significant drivers in building consumer relationships is development of a robust loyalty program, whereby shoppers are rewarded for choosing to share contact information and other personal data with brands. Survey findings also revealed that loyalty programs are universally popular across all ages.
The most significant results stemmed from the overall popularity among respondents of loyalty program membership:
- 83% of survey respondents acknowledged belonging to one or more brand/store loyalty programs, and 13% said they belonged to five or more;
- Brand loyalty memberships also drove other behaviors, with 64% of millennials, 79.6% of Gen-X'ers, and 66.2% of baby boomers responding that loyalty programs drove them to interact with a brand online;
- 58% of all respondents buy from the stores and brands whose loyalty programs they belong to at least once a month;
- Those identifying as members of Generation X are the most frequent loyalty buyers: 65% buy at least once a month from the stores or brands whose programs they belong to. They're followed closely by baby boomers (60.56%) and 68+ (54.84%).
"Customers crave engagement, and brands desire loyalty: making these ends meet is critical for building a strong following that translates into sales and subsequent purchases, either online or in-person," said John Federman, chairman and CEO of Dailybreak Media. "At Dailybreak, we are always channeling results stemming from deep analytics that give us insights into what consumers want and how they want to interact with the brands they follow. This new survey shows that customer loyalty programs are the cornerstone for any engagement initiative, and as we have seen with our gamified campaigns, rewarding consumers with incentives to prolong that engagement or make a purchase is essential to cultivating strong brand awareness and allegiance."
About Dailybreak Media
Dailybreak is a social engagement platform designed to drive brand participation and consumer action at scale through digital, promotional campaigns. For brand marketers, Dailybreak offers a turnkey, pay-for-engagement solution providing all game/contest creative, legal and a network of more than 25 million consumers. Dailybreak's engaging, highly targeted content is delivered at zero risk for some of the world's leading brands including Cat's Pride, Denny's, Halls and Chevrolet. For more information, visit http://www.dailybreakmedia.com.