Virtual Incentives is recommending that loyalty programs give customers useful reward choices and a recognizable connection to the brand. Its August 10, 2017 guide argues that the experience of receiving and using a reward matters alongside its face value.

The company cites research conducted with GRIT in which virtual cards were the preferred option among North American respondents. It also refers to a Nielsen report from the previous year in which 79% of global respondents valued being able to choose among several types of reward.

That preference for choice informs its recommendation to tailor both the reward selection and the accompanying message. The company describes virtual cards as one way to broaden spending options while using the communication to acknowledge the customer.

Program naming and presentation are another consideration. The guide points to branded points terminology and suggests that the reward format should reflect the business, giving examples of points, gift cards and discounts for different retail settings.

The article’s research references and examples belong to the period of its 2017 publication. It presents a program-design approach rather than reporting a new loyalty launch or a measured result from implementing these recommendations.