Most loyalty programs that exist today do not differentiate customers. The purpose of this study
is to explore attributes that millennials find valuable in loyalty programs. Purchase behaviour
data of millennial users of Fnac’s loyalty program was analysed and telephonic interviews with
12 millennial users were conducted in order to assess which changes in the current programs
they find most valuable. It was found that millennials are interested in personalized rewards
and progressive programs with levels. At last, the research suggests a targeted loyalty program
that could be created for Fnac in order to attract this group
