Study: US consumers say rewards are a primary driver for purchase

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By: RickFerguson |

Posted on March 9, 2016

A new study from Maritz Motivation Solutions reveals that more than 45% of consumers say the opportunity to earn rewards is a primary driver for purchasing from a brand. When asked why they purchase from a brand, a majority of consumers cited �the ability to earn points and rewards, as well as good promotions and low prices.� Fewer consumers purchased based on great experiences and service, or on shared values and opportunities to connect socially.

The Maritz survey, �The Maritz LoyaltyNext Customer Study� surveyed 2,000 consumers on their loyalty to and engagement with brands. The study was conducted via online survey; participants needed to be a member of a loyalty or rewards programme. Completed late last year, study results will be released in stages in 2016.

Other key findings from the survey:

  • 43% of consumers join loyalty programmes because of the desire to earn rewards.
  • Only 17% of those in loyalty programmes say they joined out of love for the brand�s products.
  • Just 5% because of a shared identity with brand values.
  • Six out of ten customers believe that companies only offer rewards programmes to get them to buy more, rather than in an effort to build a relationship with them.

Money quote on the survey results from Barry Kirk, VP Customer Loyalty Strategy for Maritz:

�When evaluating your brand, consumers also are evaluating your loyalty programme. Marketers shouldn�t be surprised by this, as US consumers have been trained for decades to expect brands to pay them for their repeat business. The data reveals a major opportunity for companies to tap into the relationship aspect of loyalty inside their programmes. By creating engaging experiences and emotional connections, you can forge deeper relationships with your customers.�

You can download the Maritz survey here.

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