www.compareloyaltyprograms.ca changes the framework on how to evaluate the array of loyalty programs
TORONTO, July 11, 2013 /CNW/ - Canadians face a vast and often confusing
selection of loyalty programs, all promising added value in just about
every shopping and service category. Frustrated consumers can have
trouble choosing the best loyalty program for their needs due to the
overwhelming amount of information available. When it comes to loyalty
programs, one size definitely does not fit all. While consumers'
spending habits and reward preferences are unique, comparative tools
often try bundling people into 'average' categories. To take advantage
of a loyalty program most effectively, it is important for a consumer
to understand which program will help them reach their desired reward
Now, there is a new, free online tool to help Canadians find the loyalty
programs that can help get them to their rewards faster: www.compareloyaltyprograms.ca. By answering a few simple questions about their preferred rewards,
lifestyle and shopping habits, Canadians will easily discover which
programs will get them to their desired rewards faster.
"Our extensive research study compared top loyalty programs across the
country," says Robert Stel, Senior Research Associate, Environics
Research Group, a global company and one of Canada's leading marketing
and public opinion research firms. "Over-simplified comparisons of
programs are often inaccurate because they assume everyone is 'average'
when it comes to their spending, when in reality it comes down to
individual habits and preferences."
Avoiding loyalty program overload
Consumers across the country love their loyalty programs: according to
the 2013 COLLOQUY Loyalty Census, the average Canadian household is
involved in an average of 8.2 loyalty programs. However, without
accessible, comprehensive information about these programs, many
consumers may not be selective enough in the programs they choose and
may not take important variables, like personal shopping habits and the
type of reward they prefer, into consideration when making decisions
about program membership. While participating in multiple programs may
appear to mean that a consumer is not missing out on the benefits of
any program, in reality, what gets a consumer to their chosen rewards
faster is finding the right program to suit their needs and lifestyle.
"There are hundreds of loyalty programs vying for consumers' attention,
appealing to a variety of preferences and offering many kinds of
rewards. All of the information available makes it difficult for people
to select the programs that are more suited for them," explains Ken
Wong, The Distinguished Marketing Professor, Queen's School of
Business. "Finding the programs that can get you to the rewards you
want, faster, has been challenging until now."
The www.compareloyaltyprograms.ca tool was built on proprietary research conducted by Environics Research
Group in 2012 in order to create a more level landscape for loyalty
program comparison. It cross-compares 61 of the most popular loyalty
programs and their affiliated credit cards in Canada based on how fast
a member can get to their chosen rewards goal, whether it is long or
short-haul travel, merchandise or cash-equivalent rewards. It compares
loyalty programs for consumers based on their location, spending habits
and desired rewards.
About the research
Commissioned by COLLOQUY, a LoyaltyOne research group, Environics
Research Group conducted a survey of 1,017 Canadians in November 2012
to determine the most popular loyalty programs in Canada. Environics
Research Group then built an algorithm that allows consumers to
determine which rewards programs get them to the rewards they want as
quickly as possible, based on their individual shopping patterns,
program features and attributes. Ken Wong, The Distinguished Marketing
Professor, Queen's School of Business, and Frank Pons, Professor of
Marketing, Laval University, reviewed and approved the research
methodology. COLLOQUY, a LoyaltyOne research group, provided financial
consideration to, or on behalf of, each of them.
About Environics Research Group
Environics is one of Canada's leading marketing and social survey
research firms with a reputation for integrity, accuracy and insight.
Co-founded in 1970 by Environics' president Michael Adams, the firm has
evolved into a multi-disciplined international research and consulting
group. Headquartered in Toronto, the firm has offices and affiliates
in Ottawa, New York and Washington D.C. and around the world through
the IRIS network of global research firms. Environics is a full-service
research firm experienced in conducting telephone surveys, personal
in-home interviews, postal surveys, panel studies and focus groups,
conducting approximately 2,000 focus groups and 250,000 interviews a
year. Environics offers its clients a broad array of research,
consulting and communications services, from traditional public opinion
polling and market research to advanced studies of human values and
social change, in addition to consulting to aid our clients' product
design, marketing, communications and human resource strategies.
For further information:
Deane Code / Stephanie Dale
416-969-2826 / 416-969-2756
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