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What do customers want from a loyalty programme?

Author's avatar By Robert Jones 06 Jun, 2017
Essential Essential topic

Chart of the day: Over half of loyalty program users in North America don't know if the program offers a mobile app

There is a huge demand for mobile apps for loyalty programs, according to the large scale loyalty program study by Bond Brand Loyalty.

Loyalty program behaviours and wants

Over half (55%) enroll online, compared with just over 3 in 10 (32%) at the brands location. Almost 6 in 10 (57%) want apps from their loyalty programs but over half (52%) don't know if the program has an app.

There isn't enough personalisation

36% are very satisfied with their loyalty program, whilst just a quarter are happy with the level of personalisation.

Over 3 in 10 (33%) trust loyalty programs, however only a quarter (25%) are happy with the rewards.

In North America, the average number of programs customers have joined is 14, whilst it's around 6 which they are actively using.

Author's avatar

By Robert Jones

Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.

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