Battle for the Sexes: Loyalty and the Gender Divide
Today’s retailers are constantly working to create new, effective, and strong relationships with their customer base that lead to stronger brand loyalty. A recent report from CrowdTwist reveals a shift in purchasing power, from the historical 85% determined by women to a growing active role by men in the shopping process.
This study tracked a sample of 1,027 north American consumers ranging in age from 18 to 71 through an online survey seeking to answer how men and women differ in their loyalty to brands, and how incentives and rewards impact their behavior.
Gender Differences Connected to Customer Loyalty
Women and Brand Loyalty
The key findings of the research showed that 22.19% of women are more likely to remain brand loyal regardless of price, brand promise or quality. The survey identified 3 key attributes that women value the most in loyalty programs.
Men’s Growing Position in Purchasing Power and Increased Brand Loyalty
Another key finding of the study was that men in recent years have taken on a more active role in the shopping process and in turn have become more interested in loyalty programs and means of engagement by 25.98% in the last year. Despite this spike in interest by men in loyalty programs the means of maintaining a powerful relationship with male consumers is drastically different than that of women consumers. With male shoppers being 19.3% more likely to consider alternatives to their brand for ones that offer better brand quality. This theme of better quality and competitive pricing was carried throughout the study, taking up two out of the 3 key attributes of a loyalty program that men respondents value most.
Gender Brand Loyalty by Business Category
The survey also determined that men and women have a similar attitude in terms of which loyalty programs they choose to participate in. Within the top 4 categories analyzed women had a larger participation in all, however, men were always not far behind, with the widest margin of difference being 14%.
How to Master the Marketing Balancing Act of the Sexes
To win the affection of both men and women, brands must master the balancing act of creating personalized and engaging programs that target both audiences and fulfill their expectations. The key to a successful program that maintains this balance is moving outside of the cookie cutter loyalty program and recognizing the distinctive differences between the genders. By recognizing the motivations of each group and catering to these preferences brands create a loyalty program that is not easily replaced by a competitor’s program.
Loyalty Program Take – Aways for Marketers
- A successful loyalty program must offer early access to sales and events for members.
- To appeal to men, the program should address men’s desire for lower costs and better quality.
- Recognize how free products can drive greater engagement among men.
- Include incentives to drive advocacy for brands that have large female bases.
- Offer a program that is easy to use and offers integrated engagement opportunities.
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Filed under: Brand Loyalty