Loyalty scheme defection rises with slower rewards

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By: Wise Marketer Staff |

Posted on September 24, 2004

When consumers leave a loyalty or rewards programme, seven out of ten cite the length of time it takes to build up points as the main reason for doing so, according to a Maritz Poll commissioned by Maritz Loyalty Marketing. And the number rises to 79% in the ever-critical 18-24 age group.

"Marketers need to provide consumers with realistic and achievable goals," said Gail Sneed, market development director for Maritz Loyalty Marketing. "Particularly with the crucial college-age demographic, it's the chance to win or lose a lifelong customer."

Why they leave
The Maritz Poll also found that customer defection came as a result of other perceived problems with rewards programmes: