More consumers playing the loyalty points game

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By: Wise Marketer Staff |

Posted on April 1, 2004

Some 32% of loyalty programme members in the USA can be identified as 'Sherlocks' - people who crave the best deals and will work hard to find them - according to a study conducted by Priority Club Rewards, the frequent guest programme of InterContinental Hotels.

Priority Club Rewards recently concluded its Point Psychology Survey, which was designed to help people uncover their loyalty programme earning personalities, determine which loyalty programme features are really most important to them, and determine how to get the most out of those features.

Psychological profiles
Based on their answers, respondents were placed into one of six distinct behavioural classifications, with each category being titled with amusingly alliterative names: Sherlock, Swinger, Snob, Stasher, Shepherd, and Slacker. Dr William Emener, a licensed psychologist who helped formulate the survey, evaluated the responses and helped create the classifications.