TECHNOLOGY

Survey reveals the best perks to build consumer loyalty

BY Dan Berthiaume

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%.

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