In fact, 91 percent of global consumers indicated a likelihood to switch to brands associated with a good cause, given comparable price and quality, a recent Cone Communications/Echo Global CSR Study showed. So far, consumers are responding to the brands involved with increased loyalty and purchasing power. That hook is cause marketing, which, according to the 2013 Sponsorship Report from IEG, could reach $1.78 billion by the end of 2013, an increase of 4.8 percent from 2012. That's a 4.3 percent drop since 2010, according to the research.Īs marketers look to reverse this trend, some brands have latched onto what that they hope will become a dominant driver in purchase decisions and brand loyalty. Of the 21.9 memberships per household, only 9.5 have seen any activity, defined as at least one engagement, in the past year. Last year, Americans had a collective total of 2.65 billion memberships, with each household participating in an average of 21.9 programs, up from 18.4 in 2010.īut loyalty programs are struggling. customer loyalty programs seem to be on a sharp upswing, with memberships growing an average of 26.7 percent since 2010, according to the 2013 Loyalty Census conducted by research firm Colloquy.
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