Keywords: Loyalty Programs; Medium Preference; Print vs. Screen; Cluster Analysis.
Loyalty programs are relationship marketing tools extensively adopted across industries. Digital offers opportunities for their innovation and differentiation but customer preferences for print versus digital elements of loyalty programs - communication, point collection, rewards, deals - are unclear. This paper aims to explore customer medium preference as far as the above elements are concerned by means of a nationally representative online survey. Six clusters are identified - from «heavy digital» to «print only» to «multichannels» - revealing diversity among Italian consumers. Marketers should strive to capture their customers' medium preferences in order to tailor loyalty program elements to the audience characteristics. As far as a transition of loyalty programs to digital, the study shows that this is not suitable for any program element or for all customers.