Brands: What loyalty program members really want

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