With Valentine’s Day in mind, Points released a compelling study that looks at what customers look for when it comes to finding and retaining brand loyalty love.
Points surveyed loyalty program members from across the United States and Europe about what it takes to find lasting brand loyalty love, if they had ever quit a loyalty program, and if so, why. Points also inquired as to what members like best about their favorite loyalty programs. The responses provide marketers with great insights into how loyalty programs can implement features and create better experiences to retain members and deepen their brand loyalty.
The following fall under a list of “turn-ons”, according to the study:
U.S. loyalty program members: 26% discounts/free stuff; 13% good rewards/good value from the program; 6% I can quickly earn points; 5% easy to collect/available widely.
European loyalty program members: 12% discounts/free stuff; 11% good rewards/good value from the program; 8% I can quickly earn points; 16% easy to collect/available widely.
The following fall under a list of “turn-offs”, according to the study:
U.S. loyalty program members: 45% takes too long to earn rewards; 39% changed shopping/travel habits; 17: too complicated; 16% trouble finding places to earn miles/rewards.
European loyalty program members: 43% takes too long to earn rewards; 27% changed shopping/travel habits; 15% too complicated; 13% trouble finding places to earn miles/rewards.
Most loyalty program members (49% in the U.S. and 44% in Europe) want to see information “tailored to me.”
Exclusive offers for members are important: 70% in the U.S. and 61% in Europe.
Members who want weekly/monthly communications: 78% email; 57% direct mail; 40% social media; and 38% text.
What makes members fall in love with a loyalty program? Here are some key survey responses:
“They have a variety of ways to redeem points.”
“The points add up quickly.”
“They reward you as a customer in a relatively short period.”
“The points are versatile.”
“The wide range of places to collect.”
“I can earn points for numerous gift cards to shop, eat out, and travel”
“Big savings on cat food, and I have a lot of cats.”