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BizReport : Loyalty Marketing : June 09, 2014

Brands: What loyalty program members really want

Think you're winning the loyalty war? Or could you make that program more integral to shoppers' everyday lives, building higher engagement through more effective messaging and campaigns? A new infographic from Key Ring, a part of G/O Digital, a Gannett company, offers suggestions:

by Kristina Knight

Do you think offering points as a rewards incentive is the best way to increase shopper engagement? Think again. A new infographic out from Key Ring may offer brands' insight into their rewards programs. Their findings:

• 41% of rewards members prefer discount programs which reward only them
• 39% prefer fixed rewards - like punchcards that offer a free meal after eating with a restaurant a certain number of times
• 37% prefer lifetime perks - discounts which add value to shopping visits
• 34% prefer points which can be added up to get free merchandise or trips

The data also shows that shoppers aren't joining programs because they don't shop with a brand frequently enough to make the program worthwhile (74%) while about one third said they haven't joining a program because it offers 'no long term value' or because there are no sign-up incentives. Meanwhile about half of program members are falling off the radar after the first year of being in a program.

How can brands make their program more user friendly and beneficial so that shoppers keep coming back? Key Ring's suggestions include:

• Make it social - allow members to share reward program details via socnets or referrals, and reward them for doing so
• Plan the campaign - data shows 65% of Key Ring users plan shopping trips during the week but 90% shop on the weekend
• Make it mobile - nearly three-quarters of mobile users say they'd like mobile access for their reward programs

Image via Shutterstock

Tags: customer loyalty, Key Ring, loyalty marketing, loyalty programs

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