Source: COLLOQUY [download page]
Notes: Once consumers join a loyalty program, their attention shifts from transactional desires such as rewards points and discounts to more personal and emotional benefits such as ease of understanding (81%) and relevance of offers (75%), according to a COLLOQUY survey of more than 2,000 US and Canadian loyalty program members. A majority (54%) also continue to participate because it supports their lifestyle and personal preferences, per the survey, which found some differences among Millennials from other generations.
For example, lifestyle considerations are more important to Millennials (born 1981-1997; 63%) than to Gen Xers (born 1965-1980; 53%) and Baby Boomers (born 1946-1964; 46%). The program having a smartphone app is likewise more important to Millennials (59%) than Boomers (31%), as is a mobile payment option (42% vs. 15%) and the inclusion of a competitive game or social aspect (27% vs. 7%).