How Gen Z is breaking the rules of loyalty in the region
Marketers have long been aware of the value that loyalty programmes can bring, however, providing a point of difference in a crowded market is a challenge.
The vast majority of consumers (85 per cent) participate in between just three and six loyalty schemes. So how can brands ensure they’re among the few schemes to be chosen?
John Viccars, International Marketing Strategy Lead at tms, shares insights from a tms-conducted study about the current loyalty landscape in the UAE.
The loyalty disconnect
Our findings revealed that there is a disconnect b
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