Frequent travellers value points more during downturn
Nisan 2, 2009
(The Wise Marketer‘dan bir alıntı)
Loylogic has recently canvassed the opinions of more than 4,000 members from over 60 loyalty programmes and has found that, in the current downturn, miles and points are perceived as more valuable to programme members. Two in three (66%) confirm this, while 24% would find them more valuable if they were actually able to use them.
Loyalty currency, and the purchasing power it places in the hands of programme members, is now integrated into members’ lifestyles. Almost one in two (48%) of those buying merchandise with their points tend to buy something they need and would also buy with cash; so the cash replacement value is becoming important. Some 31% use points to buy gifts for family and friends, and only 21% see the purchase opportunity as sitting outside their normal behaviour (’something expensive I would not buy with cash’). Seven in ten calculate the cash value of their miles or points. One in four prefers a large choice of rewards and 15% find that ‘an easy-to-use reward shop’ makes a difference. In addition, a significant 84% would like the opportunity to use their miles or points directly on their preferred merchant websites. The overall message is clear: miles and points have assumed greater significance to members in the current crunch.
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