For Love or Money™, the research study that tracks key trends and insights on customer loyalty revealed its 2020 results. The 8th annual customer loyalty research study showed that loyalty program members want brands and companies to think outside the box when it comes to the rewards on offer. The research was commissioned by the customer loyalty consultancy, The Point of Loyalty and conducted independently by First Point of Research and and Consulting in the first quarter of 2020, through an online panel of Australian consumers (men and women aged 18+) who were all members of at least one loyalty program.
New ways to be remembered
The study revealed eight ways for programs to improve their member’s lives, with informative and insightful results. Some of these include:
- Rewards for recycling – such as donating pre-loved clothes for repurposing/ furniture for re-use or recycling;
- Earning rewards for healthy behaviours – e.g. points for achieving a minimum number of steps in a week;
- Earning cash back rewards – redirected to their superannuation fund to help them save more for their retirement;
- Rewards to reduce the cost of everyday living expenses – such as a phone, energy or insurance bills;
- Earning cryptocurrency (e.g bitcoin) as a reward.
For the first time the For Love or Money™ research looked at Gen Z to find unique insights into this young generation of loyalty program members. The study revealed Gen Z identified rewards for recycling, healthy behaviours and rewards to boost their superannuation savings, to be more appealing than Gen X, Gen Y and Baby Boomers.
Adam Posner, CEO of The Point of Loyalty, said,“It’s even more important in the current world situation for loyalty programs to focus on making lives better for their members. It will be remembered.”
The research reveals concerns members have about loyalty programs with ‘how their data is used’ and ‘the security of their data’ as their top two concerns.
The 2019 ranking of Australian loyalty programs most mentioned unprompted by members, as ‘doing a very good job’
- New entrants in 2020: Four new programs appear in the 2020 ranking – CommBank Rewards, MYER one, Nando’s PERi Perks and Supercheap Auto Club Plus.
2. Woolworths Rewards
3. Qantas Frequent Flyer
4. Virgin Velocity
6. Priceline Sisterclub
=7. CommBank Rewards (New to ranking)
=7. MYER one (New to ranking)
=7. Nando’s PERi Perks (New to ranking)
=7. Supercheap Auto Club Plus (New to ranking)
The For Love of Money research summary 2020, has revealed that Australians are wanting new and innovative ways to earn rewards with their loyalty programs but are still taking advantage of the rewards and benefit’s available to them. With the Australian loyalty program landscape maturing, it’s time for programs to focus on finding different and distinctive ways to improve the lives of their members.
About The Point of Loyalty
The Point of Loyalty is a strategic customer loyalty consultancy dedicated to driving business growth from existing customers through best-in-class loyalty and rewards programs. CEO Adam Posner is a loyalty program specialist helping business build thriving programs that are profitable to the business and meaningful to the member. Author of the annual customer loyalty and loyalty program research study, For Love or Money™ is now in its 10th edition. Adam has developed the robust methodologies to build new and review existing loyalty and rewards programs, as well as being involved in the research, design and deployment of loyalty and rewards programs across industries.