MERCADEO Versión en español
Consumers prefer to visit retailers that offer loyalty programs
Patricia Molina| 12 de noviembre de 2013
Productos rebajados o gratuitos son los preferidos por los consumidores
A survey conducted by Nielsen revealed that almost 60 percent of global respondents think that loyalty programs – those where rewards are offered as purchase incentives, were available at various stores where they shop.”In markets where loyalty programs are established, customers tend to choose promotional offers where unique advantages are not offered ( … ) Although the concept of loyalty is nothing new, we are seeing a significant increase in economies that are developing” said Julie Currie, Senior VP of Global Loyalty Nielsen.The results found that most of the respondents reported not being completely loyal to brands, but said they would unlikely change their preference even though it does not have significant incentives.According to the study, 75 percent of respondents said the complimentary or discounted products was the most valuable benefit of loyalty programs. Better customer service and free shipping incentives were important only for the 44 percent of respondents. However, the sense of loyalty or brand loyalty is higher when referring to smartphones, bank institutions and liquors, and lowest in areas such as food and beverages.The Nielsen Global Survey called Feeling of Loyalty was conducted between February and March 2013. Were surveyed more than 29,000 online consumers in 58 countries globally.
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