81% Of Consumers Are Willing To Participate In Loyalty Programs, And Discounts Are Very Popular!

Enhancing customer loyalty has been an important task for marketers for many years. But during the epidemic, supply chains were disrupted and many consumers were forced to try other brands and stores, posing certain challenges for brands trying to maintain customer loyalty.

However, Merkle’s survey shows that despite the events of 2020, including the COVID-19 pandemic, social unrest, and the U.S. presidential election, more than half (57%) of respondents remain loyal to brands. In a survey of 1,500 U.S. consumers, 49% said these major events did not stop them from patronizing brands to purchase products.

Survey data reveals the importance of brands catering to consumer preferences amid uncertainty. What can sellers do about this?

A new survey conducted by marketing firm Merkle and Marketing Dive found that 81% of consumers want to build a relationship with a brand, which means they are willing to participate in a loyalty program.

Discounts are the most popular loyalty reward. In the survey, 70% of consumers preferred discount offers. Other loyalty rewards include free products (65%), free samples (51%), and free services (48%). and chance of winning prizes (28%), among others.

Even for customers who have already chosen a new brand, discounts can bring them back. Among consumers who switched brands in 2020, 18% said they could not buy the old brand, and 16% said the new brand offered better discounts or prices.

And 23% of respondents said they would choose the old brand again if it offered a discount. This approach is more popular than re-offering a product or service (19%), apologizing or explaining a position on a public issue (12%), or providing information that the brand is better than its competitors (11%).

In addition, consumers also like surprises, and 58% of consumers said that gifts are the most important way for brands to interact with them and recognize their loyalty.

The epidemic has caused troubles to people's daily lives, perhaps out of the need to simplify their lives. 41% of respondents said that providing a more convenient shopping experience is crucial for brands.

Another 40% of consumers said that one of the most important ways to interact with them is for brands to express appreciation and thank you, which makes consumers aware of the role they play in the success of the brand.

In summary, loyalty programs can help brands establish connections with consumers and increase sales. Sellers can also refer to the above consumer demands to develop practical loyalty programs.

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