Runa has recommended using customer research to shape loyalty reward catalogues and the way members redeem value. Its April 2023 guide connects member preferences with programme decisions during a period of high inflation and changing spending priorities.

The provider suggests beginning with existing members and examining how their characteristics relate to purchasing and redemption. Geography, generation and household circumstances are among the dimensions discussed, with the aim of understanding the audience actually using the programme.

Direct surveys can add information that transaction records do not provide. Runa recommends asking about desired rewards, satisfaction with the programme and areas where the member experience could improve. It discusses both online and in-store research routes.

The article also identifies four operational metrics: enrolment, redemption rate, average order value and customer retention. Defining the question first is intended to make the analysis useful for a decision, rather than collecting data without knowing how it will inform the programme.

For example, redemption patterns can show which catalogue options members use, while a survey can explore why other options are being overlooked. The guidance connects these findings with updates to reward choice, messaging and the ease of receiving value.

Runa links the approach with its rewards API, which distributes gift cards and other payout types. The central recommendation is to use evidence from the programme's own members when selecting content, rather than assuming that a broad consumer trend applies equally to every customer group.