What Consumers Think About Loyalty and Rewards

PDI releases survey results.

December 16, 2019

ATLANTA, Ga.—PDI, the global software company serving c-stores and petroleum wholesalers, has released “The Road to Rewards Report 2019: Mapping the Path to Loyalty Success,” the firm’s fourth annual report on rewards and loyalty programs.

“This year’s survey data reinforces what we’ve seen in previous years—that consumers prefer loyalty programs that are easy to use and provide everyday value,” said Brandon Logsdon, president and general manager of Marketing Cloud Solutions, PDI. “The report provides insights into ways CPG brands and retailers across all categories can use loyalty data more effectively to attract and engage consumers.”

Key findings of the report include the following:

  • Loyalty programs that offer fuel savings are the most popular—In fact, 66% of consumers belong to a loyalty program offering these rewards, a 12 % uptick since the 2015 inaugural survey.
  • Most millennials and Gen-Xers prefer fuel savings as their loyalty reward—That includes 69% percent of Gen X (age 35-44 in the study) and 67% of Gen Y (age 25-34 in the study).
  • Mobile apps’ popularity has doubled in less than 5 yearsConsumers citing mobile apps as their preferred redemption channel jumped to 44%, more than double the percentage of 2015 when only 20% of consumers surveyed said that mobile mattered.
  • Retailers struggle to leverage data—It’s no surprise that an overwhelming 75% of retailers surveyed collect consumer data from their loyalty programs, yet only one-third (34%) use the information to attract new customers.

The report addresses top challenges facing CPG brands and retailers, including grocery and convenience stores and examines how they can improve their programs, better understand their data and adapt to changing consumer needs.

The 2019 survey was conducted among 2,221 consumers and 239 convenience retailers, grocers and CPG participants in the United States by ResearchScape, an independent research firm.