Consumers Want A Mobile Loyalty Program, 2017 Survey Shows
In 2017, 57% of retail marketers plan to increase spending on their loyalty programs. However, according to research by retail industry analyst EKN, overall active member rates for loyalty programs dropped 2% from 2013 to 2015. In order to succeed, it is important that customers actually get a loyalty program they want. So what DO the customers want? The answer is a mobile loyalty program.
CodeBroker recently surveyed over 1200 consumers across all age groups, income levels, and geographies throughout the United States on a wide range of topics related to retail (non-grocery) loyalty programs. Based on the survey, consumers want the following things from their loyalty programs:
1. Shoppers Want Easy Access To Their Card, Status, and Rewards
Consumers are tired of carrying around dozens of clunky, plastic loyalty cards on their keychains and in their wallets. Carrying the cards is the number one frustration, with 43% saying it was their biggest pain point with loyalty programs. Losing the card is also another problem: 17% said looking up a missing card is the most annoying part of the process. More than a quarter of people (28%) said they always forget to bring along their paper rewards certificates to redeem.
2.Loyalty Programs Need To Be Easy To Use
Consumers want to make the most out of their earned rewards, but they don’t want a complicated process. Only 24% of shoppers felt they understood their loyalty programs and how to earn rewards and change tiers. Consumers didn’t know they had rewards available (38%), their rewards expired before they had a chance to use them (43%), and worse, when they tried to redeem a reward, they found it had expired (65%).
The main takeaway here is that consumers want things to be easy and accessible. 56% of shoppers changed or abandoned their purchase when they realized that their rewards expired or forgot their reward certificates. So what is the solution?
Consumers want to use their mobile phones to make it easier to be active participants in loyalty programs. And not just a few people, either:
– 71% said they would be more likely to use their loyalty cards if they could access their cards and rewards from their mobile phone.
– 72% said their preferred method for accessing a loyalty account was via mobile/Internet
Adults are spending more and more hours each day on mobile devices, and the amount of connected devices is growing at an incredible rate. If retail marketers want to keep their consumers happy, it’s important that they keep pace with technology and the times.