Loyalty360, Association for Customer Loyalty, Releases Brand Research on Preference Centers and Privacy
Report features insights from Loyalty360 Brand Members on how their organizations leverage preference centers to best manage customer communications, interests, and privacy.
Loyalty360 has released its 2023 Preference Centers & Privacy Report: Loyalty360 Brand Member Research, including insights from brand members who run leading customer loyalty programs, on how their organizations leverage preference centers to best manage customer communications, interests, and privacy.
In late 2022 and early 2023, Loyalty360 surveyed brand members to better understand their current uses, challenges, and opportunities regarding preference centers. The effective administration of preference centers is relatively varied for brands. Some are very early in building their preference centers or strictly focused on understanding their customers’ communication cadence preferences. Others are leveraging the opportunity to understand more about their customers and gather valuable zero-party data.
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Within the report, readers will find quantitative findings on:
- Preference center objectives and communication cadence management
- Marketers’ ability to leverage preference center data for personalized marketing communications
- Brands’ plans for preference center updates in 2023
- Various approaches to privacy legislation when building out or updating preference centers
“Our latest research on preference centers and privacy was inspired by Loyalty360 brand members’ desire to understand how to better communicate with and understand their customers,” said Mark Johnson, Loyalty360 CEO. “Preference centers are evolving into powerful opportunities for loyalty program managers and marketing executives, going far beyond a checkbox that allows individuals to opt-in to a newsletter. Brands are searching for new and improved ways to connect with customers, opening the door for preference centers to take a more prominent role in customer loyalty and overall marketing efforts.”
“Brands realize that customer loyalty has evolved beyond points and rewards, but determining the ’right’ platforms, partners, and strategy to develop a holistic loyalty strategy can be overwhelming,” said Carly Stemmer Ivory, Loyalty360 VP, Research Analyst. “Through our latest report, collection of Analyst Briefs, and additional research to come in 2023, we hope to bring clarity to the marketers working tirelessly to improve their customer loyalty programs and strategies.”
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