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BizReport : Loyalty Marketing : September 30, 2015

Fuel-savings loyalty programs most popular

A survey in the U.S. by Excentus reveals which loyalty programs consumers covet and engage with the most.

by Helen Leggatt

More than half (54%) of the 1,000 U.S. consumers surveyed by Excentus about their use of and ranking of loyalty programs belong to one that enables them to save money when purchasing fuel. This, says Brandon Logsdon, president and CEO of Excentus, demonstrates that consumers clearly favor loyalty programs "that have a meaningful and tangible impact on their household budget".

Furthermore, consumers are highly engaged with loyalty programs that help them save on their fuel costs - almost half (46%) said they buy, earn, redeem, or check their fuel-savings rewards daily or weekly.

Most consumers belong to fuel-savings programs offered by grocery stores (68%), followed by retail stores (22%), credit cards (16%) and restaurants/eateries (7%). Brand choice can be swayed by the ability to earn points with 19% of consumers saying they would choose a different brand to earn between 25 and 50 cents per gallon savings. One in five would switch retailers to earn 25 cents to one dollar off and 20% would purchase in-store rather than online to earn 20 to 50 cents off per gallon.

The Excentus 'Roads to Rewards' report reveals that 37% of consumers ranked fuel savings as their preferred rewards program more so than credit-card cashback programs (32%), retailer/brand coupons (25%), or even airline miles (17%).

"In a country that's highly dependent on vehicles for transportation, the ability to save on fuel can serve as a powerful driver of consumer behaviors and preferences," says Logsdon.

Image via Shutterstock

Tags: loyalty marketing, loyalty shopping, reward program

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