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
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.
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