Surprising and Delighting Customers Boosts Brand Perception - eMarketer

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Surprising and Delighting Customers Boosts Brand Perception

Customers are happy with a variety of surprise rewards

January 22, 2016

Marketers may find it difficult to surprise and delight consumers—but research among internet users in Canada suggests there are several promotions almost equally beloved by brand loyalists.

Loyalty marketing firm LoyaltyOne asked internet users about what they think when companies randomly select groups or individuals to receive a gift or other special experience. These “surprise and delight” rewards were highly appealing, with several selected as desirable by at least 80% of respondents.

The top response was rewards for seniority: 90% of internet users in Canada liked when longtime customers received special privileges. Tied with 86% each, surprise discounts after a month of big spending and free samples based on frequent purchases were also both highly appealing.

The survey also found that 95% of internet users in Canada had better perceptions of a brand after receiving a “surprise and delight” reward. A majority said they went on to share their positive feelings with friends and family.

Earlier research in Canada, conducted in January 2015, found that while consumers in Canada belonged to more loyalty programs, they weren’t participating in them much. Surprising and delighting members could be one way for loyalty marketers to get their attention back.

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