According to a recent survey of UK online adults from Cognizant, �Re-imagining the Customer Experience: The Cognizant UK Shopper Report 2015/2016,� nearly 80% of UK shoppers prefer to earn points or rewards tied directly to spending levels.
In contrast, only half of respondents prefer to earn straight discounts, and personalisation elements were preferred by relatively few respondents. The study also found that online adults belong to relatively few loyalty programmes: 49% of respondents reported belonging to one or two programmes, while 32% belonged to three to five programmes.
You can download the full report from Cognizant here.
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