Trends Report

What Millennials Need From Your Loyalty Program

A Technographics® 360 Report: Using Survey And Qualitative Data

October 17th, 2016
Anjali Lai, null
Anjali Lai
With contributors:
Emily Collins , Reineke Reitsma , Theresa Pappafotopoulos , Xiaotong Duan , Rachel Birrell


Millennials are notoriously hard to retain; they tend to value intangible experiences over product acquisition more than any other generation. In a world where loyalty programs are table stakes and typically rely on tangible rewards to spur customer engagement, how can US marketers ensure that their programs resonate with Millennials? This report applies Forrester's Technographics 360 multimodal research to reveal nuances in loyalty program attitudes and expectations across US generations that marketers must account for when winning and retaining Millennial rewards members.

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