Nearly Half of Consumers Prefer Mobile App Rewards Redemption

BY Rachel Cagle
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"Results of a new survey indicate increasing consumer demand for a specific type of access to retail loyalty programs, reports Chain Store Age."

"According to the fourth annual 'Road to Rewards Report' from ERP software company PDI, the popularity of mobile apps among retail loyalty members is dramatically growing. Consumers citing mobile apps as their preferred redemption channel has jumped to 44%, more than double the percentage of 2015. In that year, only 20% of consumers surveyed said that mobile mattered."

"The survey also reveals that loyalty programs with fuel savings are the most popular. 66% of consumers belong to a loyalty program offering fuel rewards, a 12% uptick since the 2015 inaugural survey. Fuel savings are even more popular among Gen X respondents aged 35–44 (69%) and millennial respondents aged 25–34 (67%)."

"Interestingly, 75% of retailers surveyed collect consumer data from their loyalty programs, yet only one third (34%) use the information to attract new customers."

'This year’s survey data reinforces what we’ve seen in previous years — that consumers prefer loyalty programs that are easy to use and provide everyday value,' said Brandon Logsdon, president and general manager of marketing cloud solutions at PDI."

Not surprisingly, Loyalty Card/​App Users are heavily motivated by deals and find most of them via digital means. According to AudienceSCAN, last month, 64.4% of these shoppers used the internet to find coupons or discount codes.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on supermarkets/​grocery stores and casual clothing stores, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.