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Cincinnati, OH, United States, 2010/09/15 - In its most recent issue, COLLOQUY magazine, the voice of loyalty marketing since 1990, explores a U.S. population segment that arguably constitutes the greatest untapped opportunity for loyalty marketers: Emerging Hispanics.
Emerging Hispanics, with annual incomes of $40,000 or less, reported the lowest loyalty program participation rate among five key demographic segments (Affluent, Young Adults, Core Women and Seniors) studied in COLLOQUY’s most recent Loyalty Demographic Survey, yet are the most likely to be actively seeking to join a loyalty program.
Nearly half of the Hispanics COLLOQUY studied belong to at least one loyalty program, making it clear that there is room for marketers to do better with this important group. It’s a segment that presents a unique set of challenges. Marketers are working to reach a population where a large percentage is foreign-born (about 43%) and whose traditional behaviors — use of cash, native language communicating and shopping for traditional foods — must be taken into account.
But COLLOQUY research points to the potential of reaching this increasingly influential and strategic demographic group:
• Hispanics tend to be highly engaged and are seeking the right loyalty opportunities more than other population segments, particularly in areas such as grocery and retail.
• Hispanics are the most likely to recommend food and grocery products to friends and family over the next 12 months.
• Emerging Hispanic loyalty program participation rose 14 percent from 41.4 percent in 2007 to 47.0 percent in 2009.
COLLOQUY magazine, published by LoyaltyOne, explores critical best practices, innovations, trends, opinion and strategies in relationship, dialogue and database marketing. Coverage in the latest edition also includes:
Cover Story: The Convergence Quotient
Over the years, we have watched and applauded important innovations that have not yet taken off in the U.S. as they have globally. Explore the confluence of loyalty innovations that are moving past the point of being experiments and are emerging as critical trends — or should be.
Demographics Report: Opportunity Knocks
At one time, the media volume related to Hispanics centered around the growing economic impact of this growing minority — and for marketers, the concentration should remain there. With current estimated U.S. tally of nearly 48 million, the influence of the ever-growing Hispanic population is everywhere and undeniable. The door to increasing Hispanic loyalty is wide open. Are you ready to walk through?
Financial Services Report: Total Effort - Regions Bank Invigorates Total Relationship Banking
Regions Bank replaces its merchant-funded program with across-the-enterprise Relationship Rewards. Learn how Regions Relationship Rewards is aiming to broaden and deepen customer relationships by allowing customers to earn value even when they don’t spend money.
Travel Report: The Consortium Greenhouse — Luxury Indie Hotels Link Up for a Unique Loyalty Play
By themselves, boutique hotels and other independents lack the geographical depth and guest-recognition opportunities wielded by national and global chains. But aligning themselves with hoteliers with similar profiles creates a beautiful consortium. Through soft benefits, unique experiences and wider geographical range, learn how consortiums can flourish beautifully.
Trends Report: Cutting-Room Floor — The Durbin Amendment
Spoiler alert: Now that the Durbin Amendment has hit the big screen, watch for the sequels. The Durbin Amendment has the potential to enact the snowball effect toward other types of regulations on card fees. And who lies directly in the path of that snowball? The customers, card-based loyalty programs, and the relationship of the two. Learn all there is to know about the possible loyalty impact of the Durbin Amendment.
COLLOQUY comprises a collection of publishing, education and research resources devoted to the global loyalty-marketing industry. Owned by LoyaltyOne, COLLOQUY has served the loyalty-marketing industry since 1990 with over 40,000 global subscribers to its magazine and colloquy.com the most comprehensive loyalty web site in the world. COLLOQUY’s research division develops research studies and white papers including industry-specific reports, sizing studies and insights into the drivers of consumer behavior. COLLOQUY also provides educational services through workshops, webinars and speeches at events throughout the world and is the official loyalty-marketing partner of both the Direct Marketing Association and the Canadian Marketing Association and a content provider to the American Marketing Association. COLLOQUY also operates the COLLOQUY Network, a global consortium of practitioners certified in COLLOQUY’s proprietary methodology. COLLOQUY magazine subscriptions are available at no cost to qualified persons at colloquy.com or by calling 513.248.9184