Women not redeeming with loyalty credit cards

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By: Wise Marketer Staff |

Posted on August 14, 2006

Despite the fact that 41% of American mothers use a reward-based credit card, 53% have still not redeemed their points for a reward, according to a survey conducted by Harris Interactive on behalf of the Chase-issued Disney Rewards Visa Card.

The survey found that, for 55% of those who had not redeemed their points, the main reason was that they felt they had not earned enough points for something they wanted, while 41% were waiting for the right time to redeem them. Additionally, 31% were unsure of the rewards their credit card offered.

Key findings
The All About Rewards survey also noted three other interesting findings concerning American mothers who have a rewards-based credit card:

  1. 41% said they are dissatisfied with their rewards card programme;
  2. 34% said their credit card does not offer the types of rewards their family wants;
  3. 32% are frustrated by the restrictions their card carries (e.g. black-out dates, limited availability to use rewards for flights and hotel rooms, and high point thresholds).

Variety needed
According to Jenny Cohen, vice president of consumer relationship marketing for The Walt Disney Company, most American families value variety and flexibility when it comes to rewards card programmes, which is why the company designed its Disney Rewards Visa Card with no black-out dates or capacity restrictions. The card's reward points can be used toward almost anything from Disney, including toys, DVDs, books, Disney Park tickets, hotel stays, dining, and shopping.

The survey was conducted online among 539 women (aged 18+) within the US, who are the parent or legal guardian of at least one child (under 18), of whom 223 had a credit card that offered rewards based on spending.

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