B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Marketers battling consumers’ ‘loyalty fatigue’
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Marketers battling consumers’ ‘loyalty fatigue’
Marketing

Marketers battling consumers’ ‘loyalty fatigue’

Staff Writers
Published on: 30th May 2014 at 10:59 AM
Staff Writers
Share
3 Min Read
SHARE

Loyalty programs are great data farming and engagement tools for marketers but they are under threat as Australian consumers have “loyalty fatigue”, a new study has found.

Too much information, irrelevant offers, perceived lack of value and too many pesky loyalty cards weighing down wallets/purses are turning Australians off.

“Consumers are becoming fatigued by loyalty programs and are not afraid to cut ties with brands who do not offer long-term value,” David Chinn, general manager of consumer insights and targeting of Experian Marketing Services, said in the study.

“Not only are one in five disappointed by the benefits of programs they are a part of, but one third have taken the next step to either opt out of a program or consider opting out after receiving too much information or found no benefits to being a member.

“The disconnect between what a brand is doing and what a program member expects is amplified when we learn that almost four in ten consumers feel that brands are sending irrelevant offers to them and nearly half believe that most loyalty programs are a waste of time. It shows that marketers are finding it challenging to turn data into effective insights to inform their loyalty program.”

Seventy-three per cent of those surveyed believed the quality of programs are improving but that has not stopped 31% leaving programs because of irrelevant offers.

Personalising communication is key, as 55% of the 1,000 adult Australians surveyed said they do not open brand communication unless it is personalised.

Eighty per cent said discount-free loyalty programs are not worth signing up for but Australian’s like more than just initial discounts. According to the ‘Attractive Loyalty – Keeping the brand loyalist’ study 38% join to work towards long-term rewards and benefits.

However 30% do still join for immediate benefits.

To balance the two drivers the study suggests developing value-based loyalty instead of short-term discount-based ones.

“Marketers need to find the balance between short-term benefits that may encourage customers to join and expand the member base, and long-term benefits that develop and cultivate the customer relationship. The research shows marketers can still improve the way current loyalty program benefits match customer needs, with two in three customers dissatisfied with current benefits.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: 90s
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?