Collecting reward points drives primary credit card choice for 54 per cent of Canadians, almost half say it alters shopping behaviour, 43 per cent say they get a rush from accumulating points

Maritz insights publishes the loyalty report 2011 which reveals which programs we like most and what card companies can do to improve their relationship with customers

MISSISSAUGA, ON, April 6 /CNW/ - MARITZ CANADA INC. today released Maritz insights: the loyalty report; an in-depth look at the Canadian attachment to loyalty programs. According to the report, almost all Canadians are member of a loyalty program - 94 per cent.

Many loyalty program members strategically shop to maximize point accumulation. Common strategies include changing when and where items are purchased, focusing on a specific loyalty program to attain certain rewards, and changing brands purchased to accumulate points faster.

"Understanding human motivation is key to the success of a loyalty program," says Rob Daniel, managing director, research and loyalty at Maritz Canada Inc. "Six in ten Canadians agree that loyalty programs increase the chance that they will continue doing business with certain retailers. The most successful card companies designed their programs with members top of mind. By far the biggest barrier to joining a program is the perceived value of the offer."

The loyalty report probes what Canadians intend to do with their rewards.

  • relax or make life easier - 45 per cent
  • acquire things they otherwise could not - 40 per cent
  • redeem for adventurous, exciting events - 31 per cent
  • use points to splurge - 24 per cent

Maritz' True Driver AnalysisSM reveals that the ability to earn points and obtain desired rewards is the greatest driver of member satisfaction (42 per cent). Forty per cent would like to see improvement in redemption processes and 53 per cent want to be alerted when they reach their desired points balance.

Financial institutions appear to have designed the most pleasing loyalty programs. More of their members are satisfied when compared with coalition and retail programs. Among the retail programs, SCENE and Shoppers Optimum fare best.

"Canadians are sophisticated users of loyalty programs," Daniel adds. "Card companies cannot take their loyalty for granted. Our survey says very loudly that consumers expect to be rewarded for their loyalty with points that accumulate quickly and translate in to the goods or services they have been eyeing. The fact that 68 per cent of Canadians have passively quit a loyalty program suggests that card companies must do more to retain their members."

The research also identified that loyalty programs could be doing a much better job on member communications. Only 38 per cent of loyalty program members said they felt that loyalty programs do a very good job of communicating with them. "It's important for leaders of loyalty programs to realize the opportunity to use programs as launch points for better dialogue and communications with their best customers," says Daniel.

The insights paper is available at: http://bit.ly/loyaltyreport2011

About Maritz Canada Inc.

Maritz Canada Inc. ensures businesses achieve results by understanding, enabling and motivating the people who have the greatest impact on their brands- their consumers, their sales channels and their employees. We combine expertise in research, learning, loyalty, incentives, digital, marketing communications and events to deliver complete marketing and sales solutions to our clients. Through the delivery of three core solutions sets: engagement marketing, consumer loyalty & sales channel enablement, Maritz creates personal connections that unleash the human potential for greatness- achieving business performance and building brand communities.

Maritz Canada Inc. has been operating since 1980. With over 400 team members, Maritz Canada is wholly owned by Maritz Holdings Inc. based in St. Louis, Missouri.

SOURCE Maritz Research

For further information:

Judi Samuels, Maritz Canada Inc.
Tel 905-696-5113, judi.samuels@maritz.com

Carla Maggiotto, Media Profile
Tel 416-342-1829, carla.maggiotto@mediaprofile.com

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Maritz Research

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