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 original loyalty report specifies 900 members of at least one programme, while the employee report specifies 688 full-time or part-time workers. Both surveys were conducted in March 2023 across Germany, the United Kingdom and the United States. They are separate samples; country counts, recruitment details and weights are not disclosed. [S02] [S03]
Which loyalty reward types respondents preferred
The original loyalty survey separates individual reward options within the same 900-person sample.
% of surveyed respondents
Tap or hover for details. All values are also available in the data table.
Source
Stated preferences in a sponsor survey, not redemption, market share or causal retention. Employee survey results use a different sample.
Show data tableHide data table
| Category | Respondents |
|---|---|
| Visa or Mastercard gift card | 21 % of surveyed respondents |
| Retailer gift card | 17 % of surveyed respondents |
| Product or service discounts | 15 % of surveyed respondents |
| Restaurant gift card | 10 % of surveyed respondents |
| Experience gift card | 7 % of surveyed respondents |
| Cryptocurrency | 7 % of surveyed respondents |
| Subscription gift card | 6 % of surveyed respondents |
| Other | 5 % of surveyed respondents |
| Company shares | 5 % of surveyed respondents |
| Airline miles | 3 % of surveyed respondents |
| Charitable donation | 2 % of surveyed respondents |
| NFT | 2 % of surveyed respondents |
Among loyalty participants, 55% prioritised ease of earning rewards and 48% prioritised ease of redeeming them. These are distinct features. 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. [S02]
The employee results showed a satisfaction gap: 30% were completely satisfied with the rewards they received and their employer's administration of them. This does not mean that every other respondent was dissatisfied. Sixty-five per cent said rewards influenced their decision to stay with an employer. [S03]
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.
In this article
Suzie Elis
Suzie Elis covers gift card products, digital gifting and distribution for Gift Card News.