For hospitality companies, offering customers a loyalty rewards program could be a great way to drive brand awareness and repeat business. However, many times the success of that loyalty program depends on if it is easy to use and lives up to the customer's expectations. To better understand what consumers what from their rewards programs, loyalty platform Points released a research study titled "The State of Mobile Wallet Loyalty and Engagement in 2016." In this study, Points uncovers pain points with mobile wallets and offers insights into ways loyalty programs, developers and merchants can leverage mobile wallets to drive engagement with their brands. For the study, Points surveyed 1,500 U.S. consumers who are members of at least one loyalty program.
The research study found that consumers value the flexibility of collecting loyalty points, miles, rewards and experiences everywhere they go. It’s no longer an add-on, but an expectation. Consumers are looking for more ways to earn and burn loyalty points, miles, rewards and experiences with every transaction. According to the research study, 85 percent of respondents want to engage with loyalty programs at places where they shop most frequently. When it comes to redeeming rewards, consumers want to be able to use their points most often at grocery stores (38%), airlines and hotels (20%), gas stations (18%) and restaurants/bars (10%).
Consumers also are much more likely to engage with brands that offer as much flexibility as possible. It can be as simple as adding plentiful options for loyalty program members to earn and redeem rewards — especially through everyday purchases like filling up their gas tank or buying groceries. For instance, 78% of consumers would be more likely to choose an airline or hotel brand that offers the option to earn and redeem loyalty rewards in everyday purchases (i.e. gas, groceries, restaurants, clothing, etc.), and 76% of survey respondents indicated they’re more engaged with loyalty brands when given more opportunities to earn and redeem loyalty points. Plus, 81% of consumers would be more likely to book travel (i.e. a flight or hotel) with a specific travel loyalty brand if they could earn more points and miles with that brand
Consumers want convenience which means they want their loyalty programs to be a one-stop-shop for accessing, organizing and utilizing their rewards. Almost all respondents (86%) would like to access loyalty programs via smartphones and more than 3 in 5 consumers (60.4%) prefer to access all loyalty programs through one app, rather than thumbing through several apps. Also, in keeping all loyalty programs organized in one place, almost all respondents (94.3%) are interested in a mobile wallet that allows them to exchange points/miles between loyalty programs to grow balances.
To download the report, visit: http://bit.ly/2dv8BbP