March 20, 2018
Gen Z and millennial consumers are propelling a new era in customer loyalty, according to new Alliance Data research.
What’s coming is a retail age in which brands must illustrate their loyalty to earn consumer loyalty as the younger shopping demographics are savvy and expect unique customer experiences, according to a press release.
"This study really unpacks the shopping and loyalty preferences of today's youngest consumer segment," said Shannon Andrick, vice president of marketing advancement for Alliance Data's card services business, in the release. "One-to-one conversations with real people supported by in-depth research has provided a unique view into the mindset of today's youngest generations and what they expect from brand relationships. The loyalty landscape has truly shifted from brands driving loyalty to brands earning loyalty."
The Gen Z demographic includes shoppers born between 1998 and 2010 and millennials (young and old) are consumers born between 1982 and 1997.
