Almost all Kiwis use loyalty programs

Ninety-six per cent of New Zealanders over the age of 18 are enrolled in at least one loyalty program, with an average of 4.7 loyalty programs per person, according to the inaugural For Love or Money report focused on New Zealand.

The report, which has until now been solely focused on Australia, found that 13 per cent of Kiwi’s are members in 10 or more programs, and that 59 per cent believe a brand needs a loyalty program for them to remain loyal.

Forty-six per cent of respondents said they want to earn small rewards, faster, rather than build up over time to a larger reward.

Report author and CEO of The Point of Loyalty Adam Posner said after years focusing on Australia, it was insightful to see how New Zealanders were interacting with loyalty programs. 

“Ultimately, the benefit of all loyalty programs to members is when they actually take advantage of the rewards and savings they have earned from their [engagement with the brand],” Posner said. 

“The incremental purchases that a loyalty program can motivate is where businesses who invest in loyalty programs really benefit.”

However, 53 per cent of loyalty program members are concerned about data breaches, and being subjected to fraud.

“To maintain members’ trust and engagement with their loyalty programs, brands with programs should prioritise a proactive and transparent approach to overtly highlight to their members how their data is being protected and used,” Posner said. 

The who’s who of New Zealand loyalty

The report also ranked the top 10 loyalty programs in New Zealand based on survey respondents stating they were ‘doing a very good job’, with AA Smartfuel taking the top spot. 

Flybuys came second, and Countdown’s Onecard followed in third. Air New Zealand’s program Airports, New World Club Card, Westpac Hotpoints, Mobil Smiles Driver Rewards, Cinebuzz Rewards, ASB True Rewards and Farmers Club rounded out the list. 

Source: For Love or Money 2019


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