Double Clickers and Gen Z: A Tale of Two Loyalties

Short on time? Check out this 4 minute interview with loyalty expert Adam Posner!

Loyalty isn't a one-size-fits-all concept. Different generations, with their unique values and behaviors, interact with loyalty programs in distinct ways, making it crucial to tailor strategies to your target audience.

As Adam Posner, CEO of The Point of Loyalty and author of the For Love or Money™ report, highlights, "loyalty programs need to adapt to the changing dynamics of customer engagement." Posner emphasizes the importance of data-driven strategies to cater to the diverse needs of today's consumers.

Among these evolving dynamics are two strikingly different consumer groups: 'Loyalty Double Clickers’ and Gen Z.

‘Double Clickers’ (a term coined by Adam) are people who engage with a loyalty program to maximise savings and rewards. They are known for their steadfast commitment and value-seeking behavior. Gen Z on the other hand (defined as the generation born between 1997 to 2013) often takes a more "promiscuous" approach, flitting between programs in search of instant gratification through short-term benefits and immediate rewards or as Posner refers them to as “Loyalty Program Opportunists”.

This article delves into the characteristics of these two distinct segments, exploring their motivations, habits, and engagement patterns. By understanding these nuances, businesses can tailor their loyalty programs to engage Double Clickers and Gen Z effectively, fostering lasting relationships and driving growth.

Loyalty Double Clickers: The Value-Driven Loyalists

Loyalty Double Clickers are the bedrock of many successful loyalty programs. They are the customers who join and actively engage, eager to maximize their rewards and extract the most value from their membership. They’re typically your ‘power users’.

Who are the Double Clickers?

Typically, they are individuals with a higher level of disposable income and a strong appreciation for value. They tend to be older Millennials, Gen Xers, and Baby Boomers who have established spending habits and prioritize brands that offer consistent value and a sense of community.

What drives their loyalty?

Double Clickers are motivated by a combination of factors, including:

• Financial benefits: They appreciate tangible rewards like discounts, exclusive offers, and points (or stamps) accumulation.
• Recognition and appreciation: They value being acknowledged for their loyalty and receiving personalized attention.
• Sense of belonging: They enjoy being part of a community of like-minded individuals who share their affinity for a particular brand.

How do Double Clickers engage?

Double Clickers are active participants in loyalty programs. They frequently make purchases, diligently track their rewards, and readily respond to promotions and targeted offers. They are the customers who eagerly open your emails, engage with your social media posts, and provide valuable feedback.

Winning Strategies for Double Clickers:

• Offer a clear and transparent value proposition: Communicate the benefits of your loyalty program and ensure that the rewards are perceived as valuable and attainable.some text
  • Example: Use visuals like progress bars to show how close members are to earning rewards.
• Provide a seamless and user-friendly experience: Leverage a highly rated digital loyalty platform like Stamp Me to streamline rewards. Easy earning, redemption, and progress tracking create a seamless user journey. 

• Personalize communication and offers: Tailor your messages and promotions to their individual preferences and purchase history.some text
  • Example: For special occasions like birthdays, send personalized discounts or freebies, e.g., "Happy Birthday! Enjoy a free coffee on us this week."
• Cultivate a sense of community: Create opportunities for Double Clickers to connect and share their experiences with your brand.some text
  • Example: Create a member forum or private Facebook group where Double Clickers can exchange tips, reviews, and experiences related to your brand. Host exclusive events, such as virtual Q&A sessions with your brand's experts or local meetups for loyal members.

Gen Z: The Deal-Seeking Pragmatists

Who are Gen Z?

Gen Z are digital natives who grew up with smartphones and social media. They bring a unique set of expectations and behaviors to the loyalty landscape. They are tech-savvy, socially conscious, and highly discerning consumers who demand instant gratification and personalized experiences.

H3: What motivates Gen Z to join loyalty programs?

• Immediate savings and discounts: They are attracted to programs that offer instant rewards and exclusive deals.
• Experiences and social currency: They value experiences that align with their interests and provide opportunities for social sharing.
• Brand values and authenticity: They are more likely to engage with brands that share their values and demonstrate social responsibility.

How do Gen Z  Engage?

Gen Z exhibits a more fluid approach to loyalty programs. They are likely to join multiple programs, redeem rewards quickly, and readily switch brands if they find a better offer.

They are also highly influenced by social media and peer recommendations.

H3: Winning Strategies for Gen Z:

• Offer instant gratification: Provide immediate rewards and incentives to capture their attention and encourage initial engagement.some text
  • Example: provide a sign-up bonus, like bonus points, a free coffee, or something valuable to convey instant value.
• Gamify the experience: Incorporate game-like elements, such as challenges, badges, ‘play to win’ opportunities, and leaderboards, to make the program more fun and engaging.some text
  • Example: Stamp Me’s Scratch & Win feature is based on the idea of a traditional scratch card/instant win card – except it’s digital! They’re a great way to add a twist of fun and engagement to your standard program. 

• Leverage social media: Integrate your loyalty program with social media platforms to encourage sharing and amplify your reach.some text
  • Example: Create a referral program where members earn rewards for inviting friends via social media. E.g., "Share your unique referral link on social media and earn 50 points for every friend who joins."
• Personalize offers and communication: Tailor your messages and rewards to their individual preferences and interests.some text
  • Example: Use purchase history to send targeted deals, such as "You’ve been loving our organic teas—here’s 20% off our new herbal blend."
• Showcase your brand values: Communicate your commitment to social responsibility and ethical practices to resonate with their values.some text
  • Example: Launch a loyalty program initiative that lets customers donate their points to a partnered charity or cause or share stories or behind-the-scenes content on how your products are sustainably sourced or ethically produced.

Strategies for Engaging Both Segments

While Double Clickers and Gen Z have distinct characteristics, some strategies can effectively engage both segments. 

The first 90 days of a customer's loyalty program journey, often referred to as the "moneymoon" period (another amazing insight from Adam Posner), are critical for establishing long-term engagement. During this initial phase, focus on providing a positive onboarding experience, offering valuable rewards early on, and personalizing communication to build a strong foundation. 

Personalized experiences are crucial for both groups, so leverage data to understand their individual preferences and tailor your communication, offers, and rewards accordingly.

To cater to both groups, offer a diverse range of rewards that the customer could choose from, including a mix of discounts, exclusive experiences, points or stamps accumulation, and even charitable donations. 

Finally, remember that omnichannel engagement is key. Engage both segments across multiple channels, including mobile apps, social media, email, and in-store interactions, ensuring a seamless and consistent experience across all touchpoints.

The Bottom Line

Understanding the nuances of these two loyalty groups is essential for creating a successful loyalty program in today's dynamic market. By recognizing their distinct motivations, habits, and engagement patterns, businesses can tailor their strategies to foster lasting loyalty and drive sustainable growth.

Keen for more amazing loyalty insights? Well, we highly recommend Adam Posner's For Love or Money™ report. You can contact Adam directly here to request a copy. This report is your ultimate loyalty best friend, keeping you up-to-date and in touch with the trends that are leading loyalty today. 

Ready to take your loyalty program to the next level? Explore Stamp Me and discover how our platform can help you engage both Double Clickers and Gen Z, creating a thriving community of loyal customers.

‍