Who are the heaviest users of loyalty programs? The affluent, according to Rick Ferguson, editorial director of COLLOQUY, a provider of loyalty marketing services based in Blue Ash, Ohio. (The “affluent” is a group categorized as making $125,000 per year or more in household income.)
Marketers can’t serve up the same loyalty program features to this customer segment as they do to other program members, however, and expect to keep their business. Ferguson provides some insight into what the affluent segment values in a loyalty program.
1. They crave value.
“The affluent really seek value and experience[s] that they can’t get anywhere else,” explains Ferguson, who gives the example of an affluent customer who enjoys golf and who’s recently bought some unrelated material goods. A good offer to send him would be the classic “spend X with us during this time period, and we’ll double your points and give you the opportunity to redeem those points for a three-day golf vacation in [X].”
Click here to read the rest of the article from Target Marketing magazine.
