Runa has argued for broader redemption choices in loyalty programmes, citing its consumer research on gift cards and other reward types. Its May 2023 blog rounded the gift-card preference figure to 60%; the underlying report gives 61%. In the report, 40% said a traditional gift-card catalogue with more retail brands would make them consider switching programmes. The research surveyed 900 members of at least one loyalty programme in Germany, the United Kingdom and the United States in March 2023.
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 report also found that 20% would consider switching for rewards of stock shares, an option the blog describes as fractional shares. 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.
Catalogue features that could prompt consideration of switching
Study-average responses from Runa’s March 2023 survey of 900 loyalty programme members in Germany, the UK and the US.
%
Tap or hover for details. All values are also available in the data table.
Source
Multiple features could be named. This measures hypothetical consideration, not actual switching or retention. Country sample sizes, recruitment, response rate and weights are not disclosed. Original report pages 16 and 24.
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| Category | Reported respondents |
|---|---|
| More retail brands | 40% |
| More local and small-business gift cards | 39% |
| Better experiential rewards | 33% |
| More digital subscriptions | 24% |
| Stock-share rewards | 20% |
| Digital assets such as crypto and NFTs | 14% |
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.
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Suzie Elis
Suzie Elis covers gift card products, digital gifting and distribution for Gift Card News.