Publication Date

Spring 2019


School of Business


Business: Marketing; Business Administration


Loyalty, loyalty programs, retail


The concept of loyalty marketing has expanded over the last three decades, from punch cards and frequent flyer miles to robust, gamified programs rich with personalized data. Recently, firms have attempted to engage younger generations with technology and social media; however, Millennials remain the least loyal generation to date. Loyalty program usage is declining: brands have failed to reach this critical generation. This thesis discusses the current state of loyalty and describes tactics firms can use to gain footing with Millennials, who are keenly aware of their $600 billion in spending power. By developing brand credibility, creating Millennial-focused brand experiences and leveraging modern elements of customer relationship management, firms can develop consumers for a lifetime.