Public Relations & Social Marketing Insight

Retailers eager to capture the lucrative Millennial market should deploy loyalty programmes that prominently feature mobile technology, embrace the value of peer recommendations and are dedicated to helping Millennials save money on everyday expenses that include driving and gasoline, according to survey results featured in the latest Excentus Insight Series report.

The study entitled The Roads to Rewards: What Drives Millennial Loyalty?, found that Millennials are more willing than their Baby Boomer parents or middle-aged Generation X consumers to switch retailers (78%) or brands (55%) in order to earn fuel savings rewards. Their preferred brand loyalties differ from older consumers by rates of 10%-17%....