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From AdAge.com
Amazon, Kroger and Subway lead the loyalty program rankings in their respective categories, according to a new report from Bond Brand Loyalty.
The loyalty program management firm measured rewards programs of more than 200 consumer brands using more than 24 factors, such as appeal of program offerings and the amount earned per each dollar spent.
In the case of Subway, not only did the sandwich chain garner top place among quick-serve restaurants, but the chain's "very satisfied" rating for its rewards program rose 31% in 2015 over 2014.
L'Oreal's Paris Gold Rewards program got the gold for consumer packaged goods. Top honors for mid-frequency and high-frequency retail went to Amazon's Prime program and Kroger's Fuel program, respectively. In entertainment, the Regal Crown Club from Regal Cinemas snagged the highest prize, and in casual dining, TGI Fridays' "Give Me More Stripes" topped the loyalty food chain.
Member rewards programs from Barnes and Noble, The Children's Place, ShopRite and Lowe's all boosted their "very satisfied" ratings among the around 11,000 consumers surveyed for the 2015 Loyalty Report. Subway, Barnes and Noble and The Children's Place drew an additional 30% or more participants who said they were very satisfied with their programs, while ShopRite and Lowe's attracted an additional 26% "very satisfied" consumers.
Some brands lost luster, though. Rewards programs from Qdoba, Kraft and Dove (the beauty brand) fell 11%, 12% and 13%, respectively. Meanwhile, Outback Steakhouse dropped 19% in "very satisfied" ratings and Best Buy plummeted 27%.
Survey research for the 2015 Loyalty Report was conducted in January 2015. Bond surveyed 11,316 North American consumers online, asking them about more than 200 loyalty programs from retail, packaged goods, financial services, dining and entertainment brands.
As consumers go mobile, they have yet to adopt mobile loyalty apps to a great extent. According to the Bond report, 48% of loyalty program members said they would like to interact with the programs on their mobile devices but just 12% of them have downloaded a loyalty program app.
Lastly, the report shows consumers have a limited capacity to actively use loyalty programs. People are joining more programs, but using them less. On average, those surveyed are members of 13.3 loyalty programs compared to 10.9 a year ago. However, they are active in only 6.7 programs compared to 7.8 last year, according to Bond. That, says the company, "tells us that consumers appear to have a finite capacity in terms of the number of programs with which they can actively engage."
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