A new Gale report featured in Marketing Dive offers some really helpful data about what’s working for Gen Z and millennials in loyalty programs. Turns out, it’s not just about points or discounts anymore. If you really want your loyalty program to stand out, you’ve got to go beyond the basics and create a true sense of community. Seventy percent of consumers say they’re way more likely to join if a program feels social and connected.
So, how do influencers fit into this?
Why Influencer Partnerships Make Loyalty Programs Personal
- Trust and Authenticity: When you bring influencers with strong followings into your loyalty program, you’re instantly boosting credibility. Picture special product recommendations and offers straight from people your community already loves and trusts.
- Making Community Happen: The stats tell us that a huge chunk of Gen Z and millennials care about interacting with others in a program. Let influencers host live events, ask-me-anything sessions, or fun challenges for your members. It makes the whole experience way more lively and welcoming.
- Exclusive Rewards: Who doesn’t love a little VIP treatment? Imagine letting influencers surprise loyalty members with unique deals or chances to vote on new perks. Members get real input, plus fun rewards you can’t find anywhere else.
Connecting Data, Influencers, and Relevance
Loyalty programs are huge for first-party data right now, especially since marketers are losing access to third-party cookies. When you tie influencer-driven content and custom rewards into your program, you’re not just collecting data – you’re actually using it to serve people what they want when they want it, and making each interaction feel unique.
My Take
Brands have an amazing opportunity here. Move past the old-school transaction mindset. Let influencers help you build a community where people join in not just for the deals but for real experiences, stories, and connections.
Danielle