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Study: Consumers use loyalty programs to save money


Greenwood Village, Colo. A recently released study by First Data, entitled “2009 Consumer Loyalty Study,” found that more and more consumers are signing up for, or regularly using, reward programs, especially when it comes to fuel and convenience-store purchases.

According to a report in Progressive Grocer, 35% of consumers who are members of gas rewards programs indicated their choice of retailer was “very” influenced by that membership.

Other findings included: Although the vast majority of consumers prefer coupons for discounts on total purchase, just 61% of members indicated that they receive that reward as a member of a retail rewards program.

Also, reports of frustration with loyalty programs are on the decline. More members say they haven’t experienced any problems or frustrations related to rewards programs (20% in 2009 compared with 14% in 2008).

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