Role of Experiential Rewards in Loyalty Programs Expected to Increase in 2012, According to a New Survey of Loyalty Marketers

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Recent research conducted by VIPdesk indicates that over half of all loyalty programs are planning to add an experiential rewards offering.

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“There has been a trend in recent years of loyalty programs targeting their experiential offerings to a larger customer base, rather than a small subset of affluent or elite clientele”

Recent research conducted by VIPdesk indicates that the role of experiential offerings in loyalty programs is expected to increase in 2012 and beyond. Over half of all loyalty marketers plan to add an experiential offering to their loyalty program in the near future, in comparison with 30% of all loyalty programs currently offering an experiential component.

Other key findings include:

  • 40% of survey respondents stated “customer engagement” to be the major benefit realized through inclusion of experiential rewards in their loyalty program, versus brand perception or competitive differentiation.
  • 43% of loyalty programs that include experiential rewards provide them to all program members.
  • 13% of loyalty programs only offer rewards to a subset of membership.
  • The most popular category of experiences is travel and adventure (28%), followed by dining/culinary (16%) and arts and culture (8%).

This survey was conducted during a recent webinar presented by VIPdesk. The webinar, “Experiential Rewards Programs: Rewarding Customer Loyalty One Unforgettable Experience at a Time”, offered attendees insight into the role of experiential rewards in an overall customer loyalty offering, as well as providing best practices into design, development and implementation of an experiential rewards program.

“There has been a trend in recent years of loyalty programs targeting their experiential offerings to a larger customer base, rather than a small subset of affluent or elite clientele,” said Mark Robeson, Senior Vice President, Sales & Marketing for VIPdesk. “Survey results reflect this trend, further proving the influence of a personalized, once-in-a-lifetime experience on overall customer loyalty.”

“The results of this survey support and validate our own internal customer research” said Jamie Comiskey, VIPdesk’s Vice President of Experiential Marketing. “VIPdesk has been providing experiential rewards to our clients since 1999 and, during that time, we have seen the increased customer engagement that can result from incorporating experiential offers into a loyalty program.”

For more information on the findings of this survey, contact VIPdesk Public Relations at 703-837-3507 or press(at)vipdesk(dot)com.

A recording of the webinar, “Experiential Rewards Programs: Rewarding Customer Loyalty One Unforgettable Experience at a Time”, can be accessed for playback at http://info.vipdesk.com/experiential-rewards-rewarding-customer-loyalty-one-unforgettable-experience-at-a-time/Default.aspx?RewriteStatus=3&&t=67288.

The VIPdesk Webinar Series is designed to educate clients, prospects, and members of the customer service community about issues addressing our industry. We collaborate with industry experts to share timely content related to customer care and loyalty with anyone interested in learning more about delivering memorable brand experiences. Sign up to learn more about the VIPdesk Webinar Series at http://info.vipdesk.com/vipdesk-webinars.

About VIPdesk
For over a decade, the world's most prominent companies have relied on VIPdesk to provide highly personalized concierge and customer loyalty solutions to engage and service their customers. VIPdesk’s full suite of service offerings, supported by a team of over 1,200 global professionals, includes concierge and customer loyalty solutions, experiential offerings and assistance services. To learn more about how VIPdesk provides impeccable service, visit http://www.vipdesk.com.

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Linda Dickerhoof
VIPdesk
703-837-3507
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