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Loyalty trends for the twenty‐first century

Michael T. Capizzi (The COLLOQUY Group, Frequency Marketing Inc., Milford, Ohio, USA)
Rick Ferguson (The COLLOQUY Group, Frequency Marketing Inc., Milford, Ohio, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 March 2005

26553

Abstract

Purpose

As loyalty marketing programs have reached a state of maturity, the aim of this paper is to outline the key loyalty‐marketing trends for the twenty‐first century that can serve as guideposts as marketers create, expand and revamp their loyalty and customer relationship management (CRM) strategies.

Design/methodology/approach

The paper uses data and statistics from numerous loyalty‐marketing programs to support its conclusions.

Findings

Five key loyalty‐marketing trends are identified and explored in detail: ubiquity; technology enables but imagination wins; coalition lite; customer analytics; and the Wow! factor

Practical implications

The challenge for marketers is to reinvigorate the market with new strategies, tactics, and technologies backed by imagination, innovation and sound program design. The five key loyalty‐marketing trends for the twenty‐first century identified in this paper can serve as guideposts as marketers create, expand and revamp their loyalty and CRM strategies in the new century.

Originality/value

Provides a view point based on the authors' opinion or interpretation of the key loyalty‐marketing trends for the twenty‐first century.

Keywords

Citation

Capizzi, M.T. and Ferguson, R. (2005), "Loyalty trends for the twenty‐first century", Journal of Consumer Marketing, Vol. 22 No. 2, pp. 72-80. https://doi.org/10.1108/07363760510589235

Publisher

:

Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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