My Loyalty if You Ship for Free

Consumers want tangible benefits when signing up to an online rewards program, a survey by Statista Consumer Insights has shown. 41 percent of surveyed Americans say that free shipping is among the best things such a program can offer, addressing one of the main pain points in online shopping. Only 22 percent pick free returns or an extended return window as one of the most important aspects of a loyalty program, potentially because free returns are a feature often already included for all customers.

Another tangible asset that many consumers want out of a loyalty membership is cashback benefits, with 36 percent of surveyed U.S. respondents agreeing on this aspect. This is followed in rank three at 31 percent by free gifts, bonus products or discounts down the line, more features that give shoppers direct savings or a freebie delivered to their door. While 23 percent want a birthday gift or bonus, more wanted a free gift just because. Comparable to the demand for birthday gifts was the desire for exclusive access to products or early sales, at 22-23 percent, respectively.

At 21 percent saying this was an important aspect, points-to-discount conversions are not tickling shoppers’ instant gratification needs as much. Neither were tiered rewards and status levels (16 percent) or personalized recommendations (15 percent).