Gap between Brand and Consumer Perception of Loyalty Persists

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New Loyalty 360 and Acxiom Research Highlights Reasons and Remedies

“Brands don’t offer loyalty, people grant it,” says Tim Suther, Acxiom chief marketing and strategy officer.

Acxiom and Loyalty 360 unveil the results of their latest customer loyalty research in their new paper, “The Loyalty Divide”. The research shows that even in today’s hyper-connected world, many loyalty programs do not resonate with their members.

Fresh insights, included in the just released paper, provide evidence that the fragmentation and disconnect of vital marketing insights is at the core. The Research shows that 94 percent of marketers surveyed do not consistently apply insights—such as an individual’s long-term-value or social influence and attitude—to create meaningful engagements.

Mark Johnson, Loyalty 360 CEO noted, “We’ve heard from big brands about challenges in using data to ‘listen to the customer.’ Today’s disparate data sets have magnified the difficulty of matching current and future needs, wants and interests of the customer in a timely fashion. The avalanche of data holds great promise but makes it difficult to truly understand consumers’ current desires, which is what loyalty is all about—a timely match to customer needs—which is good for both the consumer and the brand.”

“Brands don’t offer loyalty, people grant it,” says Tim Suther, Acxiom chief marketing and strategy officer. “Earning loyalty requires experiences that resonate and delight which is possible when marketers connect and analyze a wide variety of data and apply it to every interaction.”

The paper provides recommendations for closing the gap and also explores the impact of tactical promotions like prolonged discount schemes. Premium brands offering loyalty through discounts alone may actually destroy loyalty erode margins and lessen brand value.

A full copy of the research report, “The Loyalty Divide” is available on at:

About Loyalty 360
Loyalty 360 is an unbiased, market driven, voice of the customer-focused clearinghouse and think-tank that is committed to bringing loyalty to the forefront as a critical marketing strategy. A trusted source for cutting-edge research, best practices, and networking opportunities, Loyalty 360 gives members the expert insights and guidance they need to better understand loyalty and develop programs that effectively engage their customers and employees and build stronger relationships with them. For more information, visit

About Acxiom
Acxiom is an enterprise data, analytics and software as a service company that uniquely fuses trust, experience and scale to fuel data-driven results. For over 40 years, Acxiom has been an innovator in harnessing every important source and use of data to strengthen connections between people, businesses and their partners. Utilizing a channel and media neutral approach, we leverage cutting-edge, data-oriented products and services to maximize customer value. Every week, Acxiom powers more than a trillion transactions that enable better living for people and better results for our 7,000+ global clients.

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Erin Raese
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