Can engagement replace transaction rewards?
According to Crowdtwist’s 2016 Gender Loyalty Report, filling out a survey ranked as the top way consumers want to earn loyalty points beyond purchases.
Surveys — chosen by 82.8 percent of women and 75.2 percent of men — fit into consumers’ desire to have more two-way conversations with brands and even contribute to their success, according to the loyalty and analytics company. “That means being an advocate, amplifying the brand on social media, playing a role in product development and offering feedback, among other examples,” Crowdtwist wrote in its report.
Other ways consumers would be open to earning points for engagement include:
- Visiting a website (women, 64.1 percent; men, 55.0 percent);
- Opening/reading an e-mail (women, 57.7 percent; men, 50.6 percent);
- Watching a video (women, 53.2 percent; men, 46.1 percent);
- Posting a review (women 40.7; men, 33.9 percent);
- Checking-in on a mobile device (women, 34.3 percent; men, 26.9 percent);
- Updating profile information (women, 33.9 percent; men 23.3 percent);
- Reading blogs (women, 33.5 percent; men, 23.1 percent);
- Participating in fitness activities (women, 25.1 percent; men, 16.9 percent);
- Sharing a post on social media (women, 20.9 percent; men, 14.9 percent).
Motivating consumers to complete surveys or update their personal information in a loyalty program can help brands better market to consumers. Incentivizing members to visit brand websites or watch videos helps educate consumers and speed up their path to purchase.
Collectively, the interest level from men and women to want to earn points for engagement has grown. According to the research, 76.1 percent of women are interested in earning loyalty points for activities that heighten engagement compared to 58.0 percent in 2015. Similarly, some 68.6 percent of men are interested in earning loyalty points for engagement activities compared to 50.8 percent in 2015.
Not surprisingly, discounts and cash-back top the list for desired rewards for both genders in loyalty programs.
- Battle For The Sexes: The 2016 Crowdtwist Gender Loyalty Report – Crowdtwist
- Report: Battle For The Sexes: Loyalty And The Gender Divide – COLLOQUY
DISCUSSION QUESTIONS: Could engagement rewards help loyalty programs reduce their reliance on discounts and cash-back incentives? What are the best and worst ways to reward customers for engagement?