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Generations and Their Preferences for Loyalty Program Rewards in Supermarket Retailing

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Giada Salvietti

    (University of Parma)

  • Marco Ieva

    (University of Parma)

  • Cristina Ziliani

    (University of Parma)

Abstract

When designing a loyalty program, a major decision is that of identifying which rewards and of which nature (monetary vs. non-monetary) to offer. Customers do not evenly react to the same rewards, a fact that draws retailers to identifying segments that share a common preference. The present study adopts a generational segmentation approach to identify differences in generational cohorts according to their attitude towards loyalty programs as well towards rewards offered within these programs, in the supermarket industry. Data were collected through a panel survey on 1,162 Italian consumers. Significant differences are found with reference to enrollment in a loyalty program and reasons not to enroll, and to preference for rewards. Implications for retailers and for future research are drawn.

Suggested Citation

  • Giada Salvietti & Marco Ieva & Cristina Ziliani, 2023. "Generations and Their Preferences for Loyalty Program Rewards in Supermarket Retailing," Springer Proceedings in Business and Economics, in: Juan Carlos Gázquez-Abad & Francisco J. Martínez-López & Katrijn Gielens (ed.), Advances in National Brand and Private Label Marketing, pages 57-64, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-32894-7_7
    DOI: 10.1007/978-3-031-32894-7_7
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