Online Rewards has examined the role of choice in employee and customer incentive programs, arguing that the way a catalog is organized matters alongside the number of rewards it contains. Its May 2025 guidance connects reward selection with participants’ sense of control and the effort required to earn a benefit.

The company distinguishes variety from an unlimited list of options. It discusses the risk that a poorly organized catalog can make decisions harder, leave participants comparing alternatives indefinitely or reduce satisfaction after redemption.

Its proposed approach begins with understanding the audience through surveys and discussion. Merchandise and gift cards can then sit alongside experiences, development

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