81% of Spanish consumers use loyalty cards

Loyalty program users show a high level of commitment to loyalty programs, according to a study by American Express Spain. Some 81% of Spanish consumers say they use them whenever they can, compared with 7% who confess that they tend to forget. The estimated average value of the rewards they receive each year is 212 euros.

The study conducted by American Express reveals that the use of loyalty programs varies by age group, province and income. Of the three factors, age is the most influential, while income has the least influence. According to these three indicators, the profile of the loyalty program user in Spain is adults over 55 years old, living in Madrid and with a high income.

By age group, millennials are the most forgetful when it comes to taking out their loyalty cards when it comes to paying. Ten percent of respondents in this generation say they often forget to take out their card, compared with consumers over 55 who are the most consistent. Ninety-one percent of respondents in this age group say they use them whenever they can, and only 4% admit that they usually forget.

Contrary to what one might think, income level is not a determining factor when it comes to using a loyalty program. In fact, 91% of respondents with incomes above 50,000 euros say they use these programs whenever they can, compared to 75% of respondents with incomes below 40,000 euros. The latter are also the most likely to forget to use their loyalty cards (8%).

VALUATION FACTORS

The easiness of accumulating and redeeming points (68%) and the perceived value of the reward, as well as the regular offers or promotions (49%), are the most popular; as well as regular offers or promotions (49% and 48% respectively), are the factors most valued by users of loyalty programs.

By age, millennials especially value the appropriateness of rewards to their needs. Fifty-one percent highlight regular offers and promotions, while 37% highlight exclusive promotions. Among middle-aged consumers (35 to 55 years old) and those over 55 years old, the ease of accumulating and redeeming points is especially valued (68% and 75% respectively)

Although in general terms, card users are more likely to be satisfied with the rewards offered;Although in general terms loyalty card users are generally satisfied, 61% say they would like to see a wider range of rewards on offer. Middle-aged users are the most demanding in this regard, while those over 55 years old are the most satisfied with the existing offer.

FÍs card versus APPS

FÍs cardis still the most widely used medium for accumulating points, according to 77% of those surveyed;

Accumulating points automatically at the time of purchase without the need to present a physical card is still the most common way to collect points, according to 77% of respondents, although 44% say they collect points automatically at the time of purchase without the need to present a physical card.

The apps of loyalty programs do not have a high penetration among Spanish users. Forty percent confess that they do not know if their program has an app and of those who know it exists, half do not use them.

The millennials are the ones who make the most use of apps and 26% of them consider them essential in a program of this type. On the other hand, two out of three loyalty program users say they would like to have a single app from which to manage all their loyalty programs.

THE REWARDS

When it comes to redeeming points accumulated in their loyalty programs, these are the preferences:

1. Payment with points (42%)

2. Airplane and/or train tickets (36%)

3. Movie tickets (26%)

4. Household goods (25%)

5. Hotel nights (17%)

6. Gift cards (15%)

7. Computer/Technology (14%)

8. Grocery shopping (14%)

9. Donations to NGOs (10%)

10. Cash (8%)

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