Birthday emails won't sway customers

02 February 2017

While many brands shift focus to target ‘Millennials’ with digital touchpoints and personalised communications, Australia’s most affluent generation, ‘Baby Boomers’, simply want brands to stand by their products, according to new research from ICLP.

Measuring the sentiment of over 750 Australians across key metrics like ‘trust’, ‘recognition’ and ‘reliability’, global customer loyalty agency, ICLP, said ‘Boomers’ have more simple desires when it comes to brand relationships, when compared to Generation X and Millennials. ...Read More in Inside Retail


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