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Loyalty program members in the UK want rewards, according to Q3 2015 research.
Polling by Cognizant found that most internet users in the UK only belonged to few loyalty programs: 49% of respondents said they were members of one or two such programs, and an additional 32% belonged to three to five schemes.
Their desires were simple. Nearly eight in 10 said the leading benefit of loyalty programs were points or rewards tied directly to spending levels. Just half as many named the second-most-popular choice, automatic discounts. Personalization and rewards from more than one retailer were relatively small draws for most internet users.
Earlier research suggests digital loyalty programs, like using an app for loyalty, could drive foot traffic to stores in the UK.
Some surveys have found that fast delivery is almost as important as discounts for loyalty clubs like Amazon’s Prime program. But others confirm that money talks, with perks like personalization more of a “nice to have” than a deal-breaker for loyalty members.
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