2021 Delphi Report: Pay With Points — Reducing the Friction in Loyalty Redemptions - TheWiseMarketer.com

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Posted on November 22, 2021

An Exclusive Study From the Loyalty Academy and Wise Marketer Research Services in Collaboration with Engage People

In our groundbreaking 2018 Delphi Report – The Future of Loyalty Marketing – The Wise Marketer identified emerging trends associated with creating less friction for members as they engaged with loyalty marketing programs. One of these trends focused on redemption of points/miles and how new techniques were emerging to make the process more convenient, of higher value to the member and with much less friction. Fast forward three years and we are beginning to see a frictionless future associated with the conversion of points to real currency and applied at any point-of-transaction to complete a purchase.

Curious about this development, we collaborated with Engage People, a Toronto-based global loyalty marketing services provider who has established capabilities in the Pay With Points arena. We also solicited the input of select members of the Delphi Panel, a group of global loyalty experts who have participated in our past research reports. Instead of using our traditional Delphi Panel prediction techniques, we went to the marketplace and conducted proprietary research.

First, we reached out to a select group of U.S.-based financial services professionals to get their opinion about Pay With Points as a loyalty mechanism. A brief qualitative survey was conducted in July 2021 with 26 credit card issuers, payment processors, and networks. The survey was administered online and was by invitation only. Anonymity was guaranteed for all respondents. The final report was published earlier this year.

Second, we conducted a quantitative survey among U.S. cardholders to study consumer understanding of and reaction to Pay With Points as a loyalty marketing concept. This quantitative survey was conducted online with a geographically and demographically balanced panel of 200 respondents in August 2021. Although the exact same questions and language were not used in each research phase, those issues of similarity are highlighted throughout this report.

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2021 Delphi Report: Pay With Points — Reducing the Friction in Loyalty Redemptions