Canadians want faster, more tangible rewards in exchange for participation in loyalty programs, according to a study released yesterday by the Canadian Marketing Association.

The CMA study, “Making and Breaking Loyalty,” was based on 1,000 telephone interviews with Canadian consumers conducted by the Logit Group of Toronto, a public opinion and market research firm.

When choosing a rewards program, 34 percent of respondents consider the time it takes to accumulate enough points to redeem as a major influencer while 35 percent rate the variety of products and services offered as part of the reward package as important.
“An organization’s ability to present the right offer at the right time is a major factor that influences a consumer’s decision to participate in a loyalty program,” John Gustavson, president/CEO of the Canadian Marketing Association, Toronto, told DMNews. “This is particularly true as organizations seek to identify marketing channels and techniques which will deliver the optimum customer experience.”

Overall, 72 percent of Canadians claim to be enrolled in at least one loyalty program, with average enrollment at 2.2 programs per person.