Rewards drive brand purchases

More than 45% of consumers say the opportunity to earn rewards is a primary driver for purchasing from a brand, according to a new study from Maritz Motivation Solutions.



The report, The Maritz LoyaltyNext Customer Study, surveyed 2,000 consumers on their loyalty to and engagement with brands.



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.



“When evaluating your brand, consumers also are evaluating your loyalty program,” said Barry Kirk, VP customer loyalty strategy for Maritz Motivation Solutions. “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.”



In other findings, 43% of consumers join loyalty programs because of the desire to earn rewards. Only 17% of those in loyalty programs say they joined out of love for the brand’s products and just 5% because of a shared identity with brand values.



In addition, six out of 10 customers believe that companies only offer rewards programs to get them to buy more, rather than in an effort to build a relationship with them.



While the results underscore the value of points and rewards programs, the study also demonstrates the potential for brands to forge better relationships with consumers, according to Kirk.



The data suggests consumers don’t see the experiential part of the program and that brands really do want a relationship with their customers, he added.



“The data reveals a major opportunity for companies to tap into the relationship aspect of loyalty inside their programs,” Kirk said. “By creating engaging experiences and emotional connections, you can forge deeper relationships with your customers.”