According to the nationwide survey of 1575 adult consumers in August 2016, Fly Buys is followed by AA Smartfuel with 14 per cent.
Jointly third at 9 per cent are Air NZ Airpoints and Countdown’s Onecard followed by Farmers Club with 5 per cent.
Horizon found respondents on average each belonged to 3.1 reward or loyalty programmes, including customer schemes run by major retailers.
Horizon said it is clear that Onecard needed AA Smartfuel to make Onecard more effective, and that Farmers Club is rated lowest by its members.
The members of Onecard, Farmers Club, Air New Zealand Airpoints and AA Smartfuel all rate Fly Buys as better than their scheme.
The research also found that only 35 per cent of Fly Buys members think it’s the best loyalty program. 16 per cent of Fly Buys members think AA Smartfuel is best, 10 per cent think Onecard, 9 per cent prefer Air New Zealand Airpoints and 17 per cent weren’t sure.
Each of the main schemes has high cross membership with Fly Buys: 88 per cent of Air New Zealand Airpoints members, 87 per cent of Farmers Club members, 88 per cent of AA Smartfuel members and 86 per cent of Onecard members were Fly Buys member as well.
Horizon says results indicate huge potential for loyalty schemes to improve performance ratings among their members.
Interestingly the survey also found only 39 per cent of members thought the retailers and loyalty programmes they used knew what they really wanted to buy, for what prices and when.