Payment Source, Andrea McKenna
Monday, January 31, 2011
Despite the hype surrounding mobile applications for redeeming loyalty program points, consumers still would prefer one consolidated loyalty card they can attach to their keychain, according to a recent survey by ACI Worldwide Inc.
In a December online survey of 1,053 adult U.S. consumers on loyalty program preferences, ACI Worldwide found that 32% of respondents preferred to have one card for consolidated rewards programs, while only 17% said they would like to see a mobile application that consolidates their retail loyalty rewards programs.
“Given the amount of press and hype around mobile technology, it was interesting that consumers we surveyed overwhelmingly are looking for a consolidated card-based program,” Rob Seward, ACI senior industry marketing manager, tells PaymentsSource. “We expected younger consumers to come through asking for more mobile options.”
Despite the results, Seward believes mobile eventually will have become an important delivery channel for loyalty rewards programs. “As mobile payments and marketing come into play, I think we will see an uptick in that demand,” he says.
ACI contends consumers want to see value from their loyalty rewards programs by having them all on one card so they are available for use across all marketing channels, especially when shopping online.