Shoppers are no longer excited to get gas rewards for their supermarket purchases, according to a survey released by LoyaltyOne Consulting. The results show that consumers would prefer rewards on grocery items and other perks.
According to the survey, 72 percent of consumers in the United States would prefer that grocers offer discounts in the aisles rather than at the pump, reported Supermarket News. Respondents living in the Northeast, 81 percent, felt most strongly about saving on groceries rather than gas. The lowest preference for groceries was in the West at 65 percent.
"Too many grocers have become complacent with a one-offer-fits-all mentality about loyalty," Dennis Armbruster, managing partner for LoyaltyOne Consulting, said in a statement. "Fuel reward programs still have relevance, but our research and client engagements confirm they're also not a cure-all for building loyalty."
In addition, 62 percent of respondents said they would switch to grocery rewards if a grocer offering gas rewards gave them the option to do so. And while only 24 percent said they would keep their gas rewards, just 8 percent wanted travel rewards and 6 percent wanted electronics, housewares or apparel rewards.
It seems several retailers are looking to widen the array of loyalty program rewards they offer. For example, last fall BJ's Wholesale Club unveiled a MasterCard credit card program that offered rewards in categories such as gas, in-store product purchases and eating out. In addition, last week American Express partnered to launch Plenti, the first U.S.-based loyalty coalition that includes thousands of retail partners including AT&T, Exxon, Macy's (NYSE:M), Mobil and Rite Aid.
-See this Supermarket News article
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