According to the research survey,[inlinetweet prefix=”” tweeter=”” suffix=””] 62% of U.S. consumers join retail brand loyalty programs to get discounts but only 36% have received a reward or promotion from the program[/inlinetweet] that actually made them come back to the brand. One reason might be the fact that, according to the survey results, 81% of brand loyalty program members don’t understand the benefits they’re supposed to get with the program or how the program works at all.
Customer
There is no doubt that resources are hard to come by today as brands look to cut costs to make numbers. Probably the biggest surprise I hear from clients, when presenting the “under the hood” of social media implementation, is “I had no idea that many resources were needed to do it”.
Shhhh ! It’s a secret that only a few of us know about. What is it ? It’s that most consumers do not want to be friends with a brand. That’s right. You see today there are very view iconic brands that people love to say “I’m a fan” and even though they purchase your product they will drop you like a bad habit if you don’t give them a reason to continue to purchase your brand beyond the product itself.
Excuse me ? Social media is a conversation and you’re supposed to listen and respond to consumers in Internet time not when you have approval or can get responses cleared by your legal people. The telecommunications and airline sectors had the highest rates of answered wall posts, but even those were woefully low, at 26 percent and 28 percent, respectively. Socialbakers believes the response rate to wall posts should be 65 percent –75 percent — a mark not even remotely approached. Information in social media spreads extremely fast, and that really is a game changing thing, even for the internet and brands that don’t respond to wall posts are letting others take over their brands message.