Many companies think that 'customer marketing' equals 'buy more.' Actually, customers want to be contacted for a variety of reasons--their reasons.
Inc.: Why Winning Millennials' Loyalty Is Easier Than You Think, 2016-Jun-22 by Molly Reynolds
"[Crowdtwist] research indicates that Millennials are very brand loyal, so we wanted to get to the bottom of this misconception" says Geoff Smith, CMO of CrowdTwist. "What we found is that there is a profound shift in the way that Millennials perceive and engage with brands from previous generations. Millennial audiences want to be rewarded for all the ways they participate with a brand, including purchasing products, making recommendations, and engaging with brand content. So, naturally, the companies that rate their loyalty efforts as successful are engaging with their audience on multiple channels."
According to their newest report, a whopping eighty-eight percent of brands that rated their loyalty programs highest take this multi-channel approach.... TOMS, for example, rewards customers for an array of activities across channels, including shopping online, signing up for emails, connecting on social media, and even showing up to in-person events.