Runa has argued for broader redemption choices in loyalty programmes, citing its consumer research on gift cards and other reward types. In a May 2023 article, the company said 60% of respondents named a gift card as their preferred reward and 40% would consider switching programmes for better reward options.

Experiences were one area of interest. Runa reported that 33% of respondents identified better experiential rewards as a feature that could prompt them to change loyalty programmes. The article connects travel and other activities with a catalogue that goes beyond retail purchases.

Digital subscriptions were another category, with 24% seeking a better selection. Runa discusses subscriptions as rewards used repeatedly over time, rather than a single shopping transaction.

The guide also reported interest from 20% of consumers in catalogues containing fractional-share options. It separately discussed cryptocurrency redemptions and charitable donations, identifying these as different choices a programme might offer rather than evidence that all participants wanted the same alternative.

Runa's argument is that a straightforward redemption process still needs rewards relevant to its members. Retailer gift cards, experiences, subscriptions and other options can serve different preferences within one audience.

The article promotes expanding a loyalty catalogue through the Runa Network. Its figures describe the consumer research cited in the May 2023 guide; they do not establish investment returns or guaranteed retention improvements from adding any individual reward type.