Survey reveals the best perks to build consumer loyalty
Some loyalty program perks are more popular than others.
That’s according to a survey from digital marketing company HelloWorld in which 77% of respondents said they like getting free products from loyalty programs. Another 75% like getting discounts and offers. Other popular loyalty perks include free samples (66%) and free services (57%).
The results of the “2019 Loyalty Barometer Report,” a survey of more than 1,500 U.S. consumers age 18-65, reinforce the importance of providing free or discounted items of value in exchange for customer loyalty. When asked to cite the main reason for belonging to a reward or loyalty program, 43% of respondents said discounts or offers and 27% said free products. And 61% of respondents say the most important way a brand can interact with them is by surprising them with offers or gifts just for being a customer.
The survey also examined consumer preferences regarding privacy and technology in loyalty programs. When asked what information they are comfortable sharing with a brand to make a rewards program more relevant, respondent answers included:
• Purchase history (57%). • Gender (51%). • Self-selected profile preferences (48%). • Current location (30%). • Browsing history on brand’s website (28%). • Address (24%). • Income (17%).
The survey also asked respondents how they would like purchases confirmed at checkout for rewards. Popular replies included:
• Validate automatically at checkout (43%). • Scan a code via UPC or mobile app (36%). • Take a picture of receipt/code (29%). • Enter a code on reward site or app (28%).
Finally, consumers were asked what technology they would like to use to access loyalty program information, such as point balance. Top responses included:
• Mobile app (67%). • Website via PC (51%) • Mobile website (43%). • SMS/MMS (23%). • Smart speaker (Google Home, Amazon Alexa) 13%.