Wednesday, June 19, 2024

Australians love to be rewarded for loyalty

New research from Mastercard reveals that nine out of ten Australians have a loyalty card in their pockets.

Surveying 7,000 loyalty-program participants from across Asia Pacific (APAC), the inaugural study ‘Achieving Advocacy and Influence in a Changing Loyalty Landscape’ is one of the biggest loyalty studies conducted in the APAC region.

According to the survey, Australia is the most retail-centric market in the APAC region.

Flybuys (31 per cent), Woolworths Everyday Rewards (18 per cent) and Qantas Frequent Flyers (nine per cent) have the Most Important Program (MIP status) among Aussie consumers.

Retail (79 per cent) is the most popular loyalty/rewards program in the country, followed by airlines (50 per cent) and financial institutions (43 per cent).

Frequent-flyer points (79 per cent), rewards other than airline miles (68 per cent) and discounts (61 per cent), are the most preferred benefits – with almost half of participants indicating that they’re willing to acquire points rather than receive an immediate reward.

Loyalty cards and rewards programs also help dictate consumer choices as 62 per cent of Australians believe their MIP program influences their shopping behaviour.

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