Discounts Drive LoyaltyPrograms

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ST. LOUIS - (09/02/04) -- A majority (66%) of consumers saythat discounts are the reason they participate in the loyaltyprograms they join. But, when it comes time to collect theirrewards, most consumers choose to redeem their points for giftcertificates, according to actual customer behavior patternstracked in loyalty marketing programs operated by Maritz LoyaltyMarketing. Additionally, the Maritz Poll found that afterdiscounts, consumers say that cash back (54%) is the next mostpopular reason, followed by merchandise (49%), gift certificates(34%) and travel (29%). However, when actually redeeming rewardsthey have earned, consumers redeem for gift certificates mostoften, followed by cash back, discounts, merchandise andtravel.

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