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Monday, March 18, 2013

Building Loyalty Based on Consumer Preferences

Loyalt Expo FloridaAttending the Loyalty Expo in Orlando this week?
If so, join me as I co-present with Robin Korman, SVP of Global Loyalty and Strategic Partnerships at Wyndham Hotel Group. 
Our presentation, “Building Loyalty Based on Consumer Preferences,” explains how self-reported data and loyalty program use can unlock your customers’ core drivers and help you build better incentive and loyalty programs for your consumer communities.
We all have core drivers that make us who we are and understanding these drivers is the key to building loyalty programs that resonate with your customer base. One core driver of consumer DNA is that people are either spenders or savers.
Spenders find a way to spend. They justify spending by using coupons, finding “deals” and cashing in on points. Conversely, true savers work hard to not spend their money. These core drivers and how consumers act upon them for loyalty program participation and redemption is driven by life circumstances such as income.
Self-reported consumer data and loyalty program use provides an important clue to your consumers’ core drivers. Learn how to personalize 1to1 communications by collecting and analyzing the type of loyalty offers consumers participate in and the information customers are open to receiving from your organization.

From this presentation, you will learn:

  • 6 core drivers of every consumer based on primary research
  • Best practices for collecting and determining consumer drivers and preferences
  • Techniques for using consumer behavior to maximize loyalty program impact

I hope to meet you at the Loyalty Expo in Orlando!

For more information about this event, visit http://loyaltyexpo.com/

About the Author: 
Eric V. Holtzclaw is Chief Strategist of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hits bookstores this summer. Eric leads the professional services organization to strategically guide companies on the implementation of enterprise-wide preference management solutions.

Follow me on Twitter: @eholtzclaw  Connect on LinkedIn: Eric Holtzclawhttp://loyaltyexpo.com

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