KISS (Keep it simple, stupid): There’s no more important element to a rewards program than enabling a seamless user experience that incentivizes members to participate.
- Sixty-one percent of consumers would use loyalty programs more often if they automatically applied rewards and 44% would do so if they offered simpler terms and conditions, per Salesforce.
- “Reward and loyalty programs need to be easy for the customer to use,” said Patty Soltis, eMarketer principal analyst at Insider Intelligence. “The app is not the new punch card for loyalty. Customers in loyalty programs want personalization and easy-to- understand promotions. Keep it simple.”
The big takeaway: Rewards programs should be a straightforward trade in which members share firsthand data in exchange for a clear, desired benefit, such as a discount or free item. The more consumers need to invest time and/or energy to understand a program’s details and nuances (such as how to use a NFT), the fewer the people who are going to use the program.
This article originally appeared in Insider Intelligence's Retail & Ecommerce Briefing—a daily recap of top stories reshaping the retail industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.