John Viccars shares how to evolve loyalty programs with Campaign Middle East
tms’ International Strategy Lead John Viccars recently spoke to Campaign Middle East to discuss how Gen Z is spearheading a new experience-driven world of loyalty in the GCC.
In “How Gen Z is breaking the rules of loyalty in the region,” John shares that younger consumers are more interested in experience and entertainment–based rewards, rather than the traditional point system where customers earn perks like free shipping valued by older generations.
Extreme enthusiasm is high for loyalty programs which gives Gen Z access to experiences that are entertaining or culturally relevant, with 45 per cent saying early or VIP access to theme parks would be an incentive; while 45 per cent would be drawn to VIP tickets for concerts, sporting events or brand experiences.
John concurs that loyalty programs are a two-way street where the customer must feel valued by the brand which can be demonstrated through keeping up with consumer desires and cultivating meaningful cultural experiences.
“Ultimately, loyalty is an outcome, not just a program. To engage the next generation, brands must evolve their view of loyalty, focusing on experiences. Ignoring this trend means a risk that customers lose interest in your scheme and turn to other brands.”
Read the full story on Campaign Middle East.
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