Pick up the pace.
That’s one of the primary messages in a recent survey of more than 2,700 U.K. consumers—54% of respondents reported that they believe that it takes too long to earn rewards in loyalty programmes.
The survey, conducted by Grass Roots Group, showed the level of patience members have with their loyalty programmes:
- 33% of respondents expect to receive significant rewards from a loyalty programme within one month of signing up
- 45% are prepared to wait between one and three months for a reward
- 12% of respondents 55 and older expect a reward within one week; 4% of respondents 18-24 share that expectation

- 27% say they have stopped using a loyalty programme because of the length of time taken until they earn a reward
What’s more, contact from the loyalty scheme is welcome—and expected—according to the survey:
- 57% of respondents are happy to be contacted by a programme once a month
- 38% of respondents 18-24 are happy with contact in as frequently as once a day to every two weeks
Clearly, engagement is critical, but so is communication and properly establishing expectations, so that members fully understand the programme, the reward structure, and the factors that contribute to the timing of programme benefit.