Loyalty program study finds consumers want discounts from retail programs to save money


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First Data recently conducted its 2009 Consumer Loyalty Study, which asked
more than 2,400 U.S. consumers about their attitudes and behaviors towards
their current loyalty programs and motivations to join new programs. It
focused on rewards programs with retail and travel sectors as well as
financial institutions. Overall, the study found that since consumers are
looking for a variety of ways to save money, many are signing up or
regularly using reward programs at retailers such as grocery stores, book
stores and gas stations. Consumers site the current economic climate as the
main reason to save money. Some retail rewards highlights include:

– Grocery stores and book stores highest in retail program
membership – Sixty-five percent (65%) of consumers belong to grocery store
rewards programs with an average number of 1.9 memberships per participant.
Forty-four percent (44%) of consumers belong to a book store loyalty rewards

– Retail members most influenced by gas stations and book store
program membership – Thirty-five percent (35%) of consumers who are members
of gas rewards programs and 33% of book store members indicated their choice
of company was “very” influenced by their membership.

– More than half of fast food members use rewards membership most
times – Sixty percent (60%) of consumers who are members of fast food
rewards programs reported that they use their rewards membership “every
time” or “most times” when making a purchase.

– Consumers prefer coupons for discounts on total purchase – In
general, the rewards that consumers receive from retailers do not always
match with their preferences. While “Coupons for discounts on total
purchase” is the most preferred reward, less than two-thirds (61%) of
members indicated that they receive that reward as a member of a retail
rewards program.

– Reported frustrations with loyalty programs decrease – More members
say they have not experienced any problems or frustrations related to
rewards programs (20% in 2009 compared to 14% in 2008).

For more details on these findings, contact us at [email protected] or 303-967-6323.

About First Data

First Data powers the global economy by making it easy, fast and secure for people and businesses to buy goods and services using virtually any form of
electronic payment. Whether the choice of payment is a gift card, a credit or debit card or a check, First Data securely processes the transaction and
harnesses the power of the data to deliver intelligence and insight for millions of merchant locations and thousands of card issuers in 36
countries. For more information, visit www.firstdata.com.

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