Fuel Discounts Turbocharge Loyalty Programs (Aug. 31, 2015)
Fuel discounts are considered the most valuable reward by consumers enrolled in loyalty programs, beating out coupons, airline miles and even cash back, a new survey reveals. The study from Excentus, “The Road to Rewards,” polled more than 1,000 consumers about their loyalty and rewards activities and preferences. Thirty-seven percent of respondents listed fuel savings as a preferred rewards program, followed by cash back (32 percent) and retailer/brand coupons (25 percent). Of those enrolled in fuel savings programs, 46 percent said they earn, redeem or check their rewards daily or weekly. And notably, many consumers said fuel-saving incentives could influence their shopping behavior and brand preferences. Nineteen percent of respondents said they would choose a different brand to earn 25 to 50 cents per gallon on fuel, and 20 percent said the same incentive would influence them to shop in-store rather than online.
“Today’s consumers clearly value the ability to earn rewards, like fuel savings, that have a meaningful and tangible impact on their household budget, making everyday life more affordable,” said Brandon Logsdon, president and CEO, Excentus. “At a time when consumers have so many choices for marketplace incentives and loyalty programs, it’s not surprising that the rewards they prefer and engage with most actively are built into everyday shopping and spending routines with their favorite merchants.”
Among merchant types, grocery stores were by far the most common to offer fuel rewards programs, with 68 percent of respondents who were in a fuel savings program enrolled through a grocer. Retail stores were next, with 22 percent, followed by credit card (16 percent) and restaurants (7 percent).