Maritz Canada Inc.

Maritz Canada Inc.

February 27, 2012 08:00 ET

Successful Loyalty Programs Influence Spending; Increased Competition Drives Programs to Offer More Than Reward Points, According to Maritz Research Annual Loyalty Survey

TORONTO, ONTARIO--(Marketwire - Feb. 27, 2012) - Maritz Canada Inc. announces its annual Maritz insights: the loyalty report which offers an extensive examination of how loyalty programs influence our shopping and purchasing behaviour.

Key findings include:

  • 92% of consumers are a member of at least one loyalty program
    • consumers hold an average of 6.4 loyalty cards
    • consumers earning over $125,000 hold an average of 12.3 cards
  • Affluent consumers are most likely to change shopping patterns to accommodate loyalty programs and most likely to think loyalty programs are valuable
  • 63% of consumers say they are more likely to continue doing business with a company that has a loyalty program
  • 78% of consumers shop strategically to accumulate points
    • 35% of consumers have driven past a closer retailer to get to one where they can earn loyalty points
  • TD First Class Travel Visa Infinite leads all credit cards with 92% member satisfaction
  • SCENE leads retail programs with 70% member satisfaction
  • Program satisfaction is most driven by earn pace, rewards and tailored communication.

Executed by Maritz research, the loyalty report surveyed over 6,500 consumers and covered 59 programs across Canada. The results show the growing influence and relevance of loyalty programs and reveal that they can be even more effective if the program operators focus on value, getting to know their consumer targets and tailor offers and messages to those consumers.

"Canadians have become so accustomed to loyalty benefits and rewards, many retail categories like Gas, Grocery, Home Improvement and Pharmacies have gotten to a point where brands can't compete without a program," said Rob Daniel, VP loyalty and research at Maritz Canada Inc. "What sets the most popular programs apart is their ability to offer meaningful value by going beyond points and simple discounts."

"Consumers told us they are particularly loyal to programs which make them feel special, offer non-monetary privileges for members only and communicate often in ways that consumers find personally relevant and interesting," said Daniel.

The Loyalty report also looked at issues of privacy and consumer willingness to participate in programs focussed on capturing a better view of consumer shopping preferences and behaviours. While the majority of consumers would prefer more tailored communications with brands they have a relationship with, some have privacy concerns.

"Brands are encouraged to build better relationships with consumers but they must be very transparent about how they collect and store consumer data as well as very specific about the resulting value that data capture offers to consumers," added Daniel.

The 2012 loyalty report, sponsored by Visa, also examined how consumer brand advocacy can enhance brand loyalty, how collectors enjoy banking their points, and, how consumers really want to be able to collect points, redeem points, and manage loyalty accounts using their smartphones. Satisfied members within loyalty programs also engage with relevant communications and consider some loyalty programs to do a good job in their relevant communications.

Click here to download Maritz insights: the loyalty report white paper.

Details of the report will be covered in the March issue of Marketing Magazine.

About Maritz Canada Inc.

Maritz Canada Inc., based in Mississauga, ON, specializes in loyalty marketing through sales channel enablement, consumer loyalty and engagement marketing. Operating in Canada since 1980 with over 400 employees, Maritz focuses on the concept of true loyalty between people, brands, companies and communities. Maritz Canada Inc. is wholly owned by Maritz Holdings Inc., based in St. Louis, Missouri. To learn more and see how we do it, visit www.maritzcanada.com.

Media advisory:

To get a live overview of the report, join the American Marketing Association (AMA) who will be hosting a panel on loyalty marketing - the battle for consumer attention and advocacy:

When: Wednesday, February 29, 2012
Time: 7:30 a.m. - 10 a.m.
Where: Rosewater Supper Club
Maritz panel: Michelle Ubell, EVP for Maritz Loyalty

To schedule a media interview after the event please contact Gayle Duncan at 905.696.5723.

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