Gift cards were the preferred reward for 61% of participants in each of two Runa research groups, according to findings released on May 4, 2023. The company examined consumer loyalty and workplace recognition separately.

The loyalty survey covered more than 900 people who belonged to at least one programme. The employee survey included over 650 full-time and part-time workers. Both were conducted in March 2023 across Germany, the United Kingdom and the United States.

Among loyalty participants, 55% prioritised easy earning and redemption. Forty per cent said a wider selection of gift card brands could persuade them to change programmes; 39% were interested in programmes offering more local and small-business choices.

The employee results showed a satisfaction gap: 30% were satisfied with the rewards they received and their employer’s administration of them. Sixty-five per cent said rewards influenced their decision to stay with an employer.

Physical distribution remained common. In the US employee sample, 55% received rewards directly from a manager or HR representative.

Runa argued that greater choice could improve these programmes. The research records stated preferences and experiences; it does not establish that changing rewards alone causes employee retention.