How do you keep your customers satisfied and coming back to your store for more? Give them loyalty program benefits that matter most. New findings from the Nielsen Global Survey of Loyalty Sentiment showed that the biggest attraction for retailer loyalty program participants was discounted or free products. But if loyalty program membership isn’t free and easy—or the benefits to the consumer aren’t clear—there's a good chance consumers won't join.
Three-quarters (75%) of global respondents said that getting reduced prices—or even better—no-cost products counted the most when joining loyalty programs. North Americans and Europeans exceeded the global average, with 82 percent in each region finding money-saving deals worthy of their participation. Beyond lower prices, global respondents favored enhanced customer service (44%) and free shipping incentives (42%). More than half of Latin American (59%) and Asia-Pacific (53%) respondents valued good customer service. Meanwhile, free shipping incentives prompted patronage for 46 percent of North Americans and 45 percent of Asia-Pacific respondents.
Exclusive deals and special shopping hours enticed one-third and one-fourth of global respondents, respectively, but these attributes were most persuasive among Asia-Pacific loyalty program participants. Roughly four-in-10 Asia-Pacific respondents said that exclusive deals (41%) and special shopping hours (36%) were benefits that m
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