[New York Times, July 26, 2009]
In a paper soon to be published in The Journal of Consumer Research, three researchers show that consumers reactions vary widely across cultures in response to surprise and delight rewards. On a scale of 1 to 7, Americans say they rate receiving a surprise free coffee a five. East Asians report an average pleasure of 4.4 when receiving the same gift.
When creating a loyalty program or rewards program, it is critical to understand what benefits and rewards your customers value. You want to find out what your customers want and the types of benefits and rewards that are most appealing to them. The types of rewards used and the timing of delivery can be crucial since we want to reinforce and reward specific purchase behavior.
Filed under: Loyalty Marketing