![]() GameStop has done this over the years and looks to expand its community more with its enhanced loyalty program. Millennials are attracted to loyalty programs that include giving back and being connected to charitable causes.īuilding communities of loyal customers is a key ingredient for success. When a consumer identifies with a brand because of a social message around a charitable cause, it creates a deep and enduring bond.Ĭonsumers will engage more with a brand because of emotional connections triggered by a philanthropic component within a loyalty program. Target Circle members can cast votes to help direct Target’s giving to approximately 800 nonprofit organizations in their local communities.Įmotional connections are critical to earning and retaining customer loyalty. Consider that 37% of consumers show loyalty to brands that actively support charities and other shared causes.įor example, DSW VIP members can donate shoes and rewards to those in need through Soles4Souls and Be Strong. Philanthropy is gaining prominence within successful loyalty programs. GameStop Gives, the retailer’s social responsibility arm, unites with its associates and guests in supporting charity by giving more than $20 million since 2015. In the PowerUp Rewards Center, members can choose to Game for Good by donating points to Make-A-Wish and Extra Life. GameStop is Adding a Charitable ComponentĪccording to the program enhancements, PowerUp Rewards Pro members can join GameStop Gives in supporting charitable organizations.
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