Study: What consumers really want from loyalty programs

The takeaway from a new Excentus report is simple: consumers want rewards programs that will impact them financially in the short-term, not at a vague spot in the future. According to researchers rewards programs that impact household budgets are making a strong run in the consumer sector.

by Kristina Knight

According to the Road to Rewards report out from Excentus, brands whose rewards programs include things like gas and other household savings stand a good chance at engaging customers. Some interesting findings include:

• 68% report being members of grocery brand fuel rewards programs
• 40% say they join 'to save money'
• 1 in 5 say they'd choose a different brand to earn 25-50 cent savings on a gallon of gas
• 33% of Millennials track rewards via mobile apps
• 57% of Midwesterners belong to fuel rewards programs

"This survey confirms what our merchant partners and over 5 million members have been telling us for the last three years," said Brandon Logsdon, President and CEO of Dallas-based Excentus. "Today's consumers clearly value the ability to earn rewards - like fuel savings - that have a meaningful and tangible impact on their household budget, making everyday life more affordable. At a time when consumers have so many choices for marketplace incentives and loyalty programs, it's not surprising that the rewards they prefer and engage with most actively are built into everyday shopping and spending routines with their favorite merchants."

About half of both men and women say they belong to fuel rewards programs.

Image via Shutterstock

Tags: Excentus, loyalty and rewards, loyalty marketing, rewards program tips