In 2024, consumers expect more from loyalty programs than just points and perks. With the rise of smartphones and digital tools, loyalty programs must meet higher standards of convenience, clarity, and control. A recent report highlights that only 51% of consumers now consider loyalty programs when choosing where to shop, a sharp decline from previous years. Here’s a breakdown of the most common complaints and how brands like
Nike, Petco, and 7-Eleven are responding.
Key Complaints and Solutions:
- Unclear Onboarding Terms: Consumers often find loyalty program terms confusing, especially around points and rewards. Petco addresses this by simplifying its Vital Care program into two clear tiers, making benefits easy to understand and access.
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Lack of Self-Service Options: Consumers prefer to manage their loyalty experience independently. Nike enhances its program by offering members the ability to design custom shoes, empowering them with more control over their experience.
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Subpar Mobile Apps: A poorly designed app can frustrate users. 7-Eleven’s 7Rewards app addresses this by creating a user-friendly interface that categorizes rewards based on points, enabling easy redemptions and improving the overall customer experience.
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Unsubscribing Due to Poor Value: Many consumers unsubscribe from loyalty programs that don’t offer enough value. To combat this, brands must ensure their programs are transparent, easy to use, and provide tangible rewards.
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