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Survey: 84 per cent of global consumers like loyalty programs


November 13, 2013
By Canadian Pizza

Nov. 13, 2013, NY – A new study by Nielsen shows that 84 per cent of global consumers are more likely to return to retailers with a loyalty program.

The Nielsen Global Survey of Loyalty Sentiment found that 41 per cent of global respondents said getting a better price would encourage them to switch retailers, followed by better quality (26 per cent), a better service (15 per cent), better selection (10 per cent) and better features (eight per cent).

Three-quarters (75 per cent) of global respondents said that discounted or free products were the most valuable loyalty program benefit. Enhanced customer service and free shipping incentives were important to 44 per cent and 42 per cent of global respondents, respectively. Free shipping incentives were important for 46 per cent of North Americans.

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"While the concept of loyalty is nothing new, we are seeing a significant surge in retailers — and particularly those in developing economies — investing in loyalty programs that give them valuable insight into how to better meet customer needs," said Julie Currie, senior vice-president of global loyalty at Nielsen, in a media statement. "Savvy retailers are mining the data and looking for new and innovative ways to achieve the benefits most important to their customers."

Nielsen polled more than 29,000 Internet respondents in 58 countries to evaluate consumer views on loyalty levels across 16 categories including fast-moving consumer goods, technology products and retail establishments.