MomPopolies, Glocalism and Other Critical Trends Marketers Don’t See Coming in 2013


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CINCINNATI (Dec. 17, 2012) – Every savvy loyalty marketer has mobile marketing, social media and the fiscal cliff on the 2013 radar screen. But, according to a just-released COLLOQUY report, we are losing sight of the more powerful trends, such as the rise of MomPopolies and Glocalism, which could change the future of marketing.

Marketers who aren’t getting ahead of the curve on fast-moving but under-the-radar developments like these might be preparing for the wrong challenges in the year ahead.

COLLOQUY, the global research arm of LoyaltyOne, today released Under the Radar: Ten Trends Loyalty Marketers Might Not See Coming in 2013. This outlook, authored by COLLOQUY Editorial Director Carlos Dunlap, alerts senior executives to marketplace dynamics that will enable them to better engage customers and influence behavior in 2013.

“While business leaders strategize on how to manage location-based marketing, word of mouth and other well-known issues – and simultaneously trying to connect with customers who are rapidly losing interest – they may be missing 10 industry-changing trends that are emerging,” Dunlap said.

MomPopolies are the mom and pop establishments that have as much engagement power as their national rivals, but with local panache. When regional businesses are altered by far away events, that’s Glocalism. It’s the butterfly effect on fiber optic wings.

Under the Radar groups Dunlap’s insights on the fast-emerging marketplace developments into three categories: trends that influence relevance; trends that affect customer engagement; and the economy’s effect on creating value.

Some other individual trends explored in the report include the data scientist shortage, the data marketing regulation rebound, economic fear and control, and health equals wealth.

In addition to identifying stealth trends, Dunlap tells marketers in Under the Radar how to capitalize on each event in order to engage customers, influence behavior and boost performance over corporate rivals.

To access free of charge Under the Radar: Ten Trends Loyalty Marketers Might Not See Coming in 2013, visit:

COLLOQUY® comprises a collection of publishing, education and research resources devoted to the global loyalty-marketing industry. A LoyaltyOne research group, COLLOQUY has served the loyalty-marketing industry since 1990 with over 45,000 global subscribers to its magazine and the most comprehensive loyalty web site in the world. COLLOQUY’s research division develops research studies and white papers including industry-specific reports, sizing studies and insights into the drivers of consumer behavior. COLLOQUY also provides educational services through workshops, webinars and speeches at events throughout the world and is a loyalty-marketing partner of both the Direct Marketing Association and the Canadian Marketing Association and a content provider to the American Marketing Association. COLLOQUY also operates the COLLOQUY Network, a global consortium of practitioners certified in COLLOQUY’s proprietary methodology. COLLOQUY magazine subscriptions are available at no cost to qualified persons at or by calling 513.248.9184.

About LoyaltyOne:
LoyaltyOne is a global leader in the design and implementation of coalition loyalty programs, customer analytics and loyalty services for Fortune 1000 clients around the world. LoyaltyOne’s unparalleled track record delivering sustained business performance improvement for clients stems from its unique combination of hands-on practitioner experience and continuous thought leadership. LoyaltyOne has over 20 years history leveraging data-driven insights to develop and operate some of the world’s most effective loyalty programs and customer-centric solutions. These include the AIR MILES Reward Program, North America’s premier coalition loyalty program and a working partnership with Latin America’s leading coalition program, dotz. LoyaltyOne is also the equity partner of Direxions, a loyalty pioneer headquartered in India and the owner of COLLOQUY, a group dedicated to research, publishing and education for the global loyalty industry.

LoyaltyOne is an Alliance Data company. For more information, visit

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