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Consumer Loyalty INCOMM CORPORATE RESEARCH: Incentives Market Metrics 2020 | 2,546 Panel
Consumer Loyalty INCOMM CORPORATE RESEARCH: Incentives Market Metrics 2020 | 2,546 Panel
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Loyalty Is In94% of respondents are currently
enrolled in and use a loyalty program.
Loyalty programs are big business. Whether it’s grocery club savings,
airline miles, or rewards points from a hardware store, consumers are active in loyalty programs — and taking note
of the experience.
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Most consumers first enroll in a loyalty program because the enrollment process is easy. However, one third leave a program in the first month. For long-term viabilty, drive customer spend up, or increase member retention.
REAL COMMITMENT:
The majority of respondents are long-term members that have a lasting relationship with a favorite brand.
reported a positive experience with their
loyalty program
70% are influenced by a promotion to make a purchase.
The top reason consumers opt out of a program is “not enough opportunities to earn points or rewards”.
Other reasons include:
Perks not valuable or appealing
Points expire too quickly
Rewards, Value & Redemption
say the rewards or perks offered to them by their loyalty program are highly valuable.
70%
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When it comes to paid membership reward programs, respondents redeem the perks or rewards offered:
28% A few times per month
26% Less than once a month
22% Weekly
13% Once per month
8% Daily
would prefer to save up points or rewards for a specific purchase, rather than having them automatically applied.
61% say they use their rewards for themselves
37% report self-use or gift to friends & family
2% give their rewards to others
THE 3 MOST PREFERRED loyalty program rewards are:
1. Visa® Gift Card 2. Retailer Specific Gift Card
3. Cash Back
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stopped shopping with the store or brand after having a bad experience with their loyalty program
would consider switching to a competitor’s loyalty program due to a better points system (value, opportunities, expiration etc.).
are likely to participate in any loyalty program in the future.
The Loyalty Experience
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• Take a survey
• Watch a video (under 10 minutes)
• Watch a product demonstration
• Write a review
• Fill our a personal profile
Most preferred methods of communication for loyalty programs are:
The majority would spend up to 30 minutes doing one of these activities to receive a discount from a 3rd party coupon or loyalty program:
Emails or notifications
if your points are about
to expire
Notifications when there
are redeemable rewards
opportunities near you
Emails or notifications
offering promotions
The majority of respondents visit their preferred paid membership reward program at least a few times per month, with 16% of them visiting daily
