PDI Releases New Study on Evolving Consumer Preferences Towards Loyalty Programs and Rewards Currencies

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By: Wise Marketer Staff |

Posted on January 14, 2020

The ‘Road to Rewards 2019’ Report Uncovers Changing Consumer Priorities, Retailer Challenges and Mobile Technology Shifts

ATLANTA--(BUSINESS WIRE)--PDI (www.pdisoftware.com), a global software company that provides leading ERP, Fuel Pricing, Logistics and Marketing Cloud solutions to convenience retailers and petroleum wholesalers, has released The Road to Rewards Report 2019: Mapping the Path to Loyalty SuccessThe 4th annual report validates fuel savings as a top driver for loyalty program members, highlights increasing demand for mobile apps, and introduces new facts about how retailers across all industries are using customer data to improve promotions, customer relationships and revenues.

“This year’s survey data reinforces what we’ve seen in previous years - that consumers prefer loyalty programs that are easy to use and provide everyday value,” said Brandon Logsdon, president and general manager of Marketing Cloud Solutions at PDI. “The report provides insights into ways CPG brands and retailers across all categories can use loyalty data more effectively to attract and engage consumers.”


  • Loyalty programs that offer fuel savings are most popular: 66 percent of consumers belong to loyalty program offering these rewards, a 12 percent uptick since the 2015 inaugural survey.
  • Most millennials and Gen-Xers prefer fuel savings: 69 percent of Gen X (aged 35-44) and 67 percent of Gen Y (aged 25-34) cite fuel savings as their preferred loyalty currency.
  • Mobile’s popularity has doubled in less than 5 years: Consumers citing mobile apps as their preferred redemption channel has jumped to 44 percent, more than double the percentage of 2015. In that year, only 20 percent of consumers surveyed said that mobile mattered.
  • Retailers struggle to leverage data: An overwhelming 75 percent of retailers surveyed collect consumer data from their loyalty programs, yet only one third (34 percent) use the information to attract new customers.

The Road to Rewards Report 2019 addresses top challenges facing CPG brands and retailers including grocery and convenience stores. The report examines how they can improve their loyalty programs, better understand the data they have now in order to anticipate what their customers want next, and be ready to adapt to changing consumer needs and provide the rewards they desire most.

The report is a companion to PDI’s annual “The C-Store Shopper Report: How to Fuel Customer Loyalty,” a survey providing insight into shopper behaviors toward convenience store loyalty programs.

The Road to Rewards 2019 survey was conducted among 2,221 consumers and 239 convenience retailers, grocers and CPG participants in the United States by ResearchScape, an independent research firm.

To download a copy of The Road to Rewards Report 2019 or for more information about PDI, please visit http://go.pdisoftware.com/roadtorewards.

To arrange an interview with Brandon Logsdon, please contact Vanessa Horwell at vhorwell@thinkinkpr.com (305-749-5342 ext. 232).

About PDI

PDI helps convenience retailers and petroleum wholesalers thrive through digital transformation and enterprise software that enables them to grow topline revenue, optimize operations and unify their business across the entire value chain. Over 1,500 customers in more than 200,000 locations worldwide count on our leading ERP, logistics, fuel pricing and marketing cloud solutions to provide insights that increase volume, margin and customer loyalty. PDI owns and operates the Fuel Rewards® loyalty program that is consistently ranked as a top-performing fuel savings program year after year. For more than 35 years, our comprehensive suite of solutions and unmatched expertise have helped customers of any size reimagine their enterprise and deliver exceptional customer experiences. For more information about PDI, visit www.pdisoftware.com.


For more information, contact: Vanessa Horwell, ThinkInk
305.749.5342 x232 I vhorwell@thinkinkpr.com