Do Men and Women Have Differing Approaches to Loyalty Programs?

October 18, 2016

crowdtwist-activities-earn-loyalty-program-points-by-gender-oct2016Women are more likely than men to always buy a brand regardless of price, quality, convenience or brand promise, according to a study from CrowdTwist [download page]. Based on a survey of more than 1,000 US adults, the study shows that women belong to more loyalty programs and consider themselves loyal to more brands.

Women tend to be more involved with loyalty programs in the most popular categories: 80% are members of grocery loyalty programs (versus 66% of men); and 73% are members of retail loyalty programs (compared to 64% of men).

Loyalty program membership is also higher for women in the restaurant, beauty, and household supplies categories, while men show greater involvement in the financial services, media & entertainment and automotive categories.

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Both genders show relatively equal rates of influence from loyalty programs, with roughly 6 in 10 of each reporting that a program influences them to buy more from a brand. And they each overwhelmingly prefer saving points for a bigger reward than redeeming points to earn something faster.

However, there are some differences in loyalty engagement and expectations. For example, women are considerably more likely than men to be interested in earning points for engagement (76% vs. 69%). And they are likewise more apt to want to engage in a variety of activities to earn points, including but not limited to:

  • Responding to a survey (83% women; 76% men);
  • Visiting a website (64% women; 55% men);
  • Opening/reading an email (58% women; 50% men);
  • Watching a video (53% women; 46% men); and
  • Posting a review (41% women; 34% men).

Women also tend to be more engaged in loyalty program advocacy than men. One in 4 are interested in engaging on social media to earn points, compared to 15% of men, and 22% are very willing to recommend a loyalty program to a friend, versus 13% of men.

Finally, expectations from brands in loyalty programs do vary by gender. For women, the top expectation is that brands offer exclusive discounts, coupons and prices, while men most want offers for exclusive access (such as sales and invitations to events).

The full study – including recommendations for engaging both men and women – can be downloaded here.


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