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As the economy continues a slow recovery and brand competition heightens, loyalty marketing has become more important than ever. According to market research firm Technomic, loyalty marketing and rewards programs are diverse, but they all share one objective: to recognize heavy-use customers and keep them coming back.
New Technomic data shows that about one-third of consumers (36 percent) participate in a restaurant-based loyalty program. However, 80 percent said they would sign up if the restaurant they visit most often offered a program. This indicates opportunities for restaurants to offer incentives — or to build awareness of existing loyalty programs.
"We've come a long way since the 10th-meal-is-free punch cards," said Darren Tristano, Technomic executive vice president. "Consumers are now receiving rewards via email, apps, social media and on their smartphones. As mobile marketing continues to evolve, so will loyalty marketing. Its direction may be unclear, but the need to recognize and thank loyal customers will always be there."
Technomic has issued a new Market Intelligence Report that defines loyalty marketing, identifies trends and more. Some highlights include:
Read more about restaurant trends.