ACI Worldwide Study: More than 2 in 5 consumers have had a negative experience with a loyalty program
(New York, N.Y. March 15, 2011) ACI Worldwide, a leading
international provider of payment systems, today released the results of a
recent study of consumers in the U.S., which shows that many retail loyalty
programs leave consumers feeling underappreciated and many consumers are
enrolled in a program they dont completely understand.
Although three out of four Americans are members of at least one retail
loyalty card program, 85 percent of members report that they havent heard a
single word from a loyalty program since the day they signed up. Likewise,
81 percent say they dont even know the benefits of the program or how/when
they will receive rewards.
Loyalty programs have long been a logical way to leverage consumer
satisfaction, but retailers are missing the mark when it comes to reaching
out to consumers with information and offers that are relevant to them,
said Rob Seward, senior industry marketing manager at ACI Worldwide. The
end result is that memberships are becoming meaningless.
While loyalty programs are designed to build devotion, they sometimes
send mixed messages. Whether it was a reward they didnt want (27 percent)
or a reward that was too small to take seriously (22 percent), more than two
in five consumers have had a negative experience from a loyalty program.
The survey also shows that the majority of American consumers (62
percent) join retail loyalty programs so they can get discounts on the
things they buy most. However, only about one third of Americans (36
percent) received a reward or promotion that made them come back to the
store again and one in four consumers complain they have received a reward
or promotion for something they would never buy. Conversely, only a mere 27
percent of Americans have received a loyalty program reward or promotion
that made them feel valued as a customer.
With this consumer dissatisfaction of program benefits, weve made sure
our ACI Retail Commerce Server for Rewards Management offers programs that
can be easily marketed to consumers specific purchasing history. Offers
can be delivered to the recipient prior to or during their purchase event,
which maximizes exposure to the loyalty program when it matters most,
Successful retailers place the customer experience at the center of
their loyalty and rewards strategy. ACI is making it easy for retailers to
integrate their loyalty and rewards programs so they can do what the
programs were intended create greater consumer loyalty, he continued.
This survey was conducted in by Wakefield Research
(www.WakefieldResearch.com). For this research, 1,053 interviews were
fielded among nationally representative Americans aged 18 and older, using
an email invitation and an online survey. Quotas were set to ensure reliable
and accurate representation of the total U.S. population ages 18 and older.
To find out more about ACI Retail Commerce Server, please visit
To arrange an interview with ACI Worldwide to discuss these results in
more detail, please contact Scott Muff from Jones PR at email@example.com.
About ACI Worldwide
ACI Worldwide powers electronic payments for more than 750 financial
institutions, retailers and processors around the world. The company has the
broadest, most integrated suite of electronic payment software in the
market. More than 75 billion times each year, ACIs solutions process
consumer payments. On an average day, ACI software manages more than US$12
trillion in wholesale payments. And for more than 150 organizations
worldwide, ACI software helps to protect their customers from financial
crime. To learn more about ACI and understand why we are trusted globally,
please visit www.aciworldwide.com. You can also find us on
www.paymentsinsights.com or on Twitter @ACI_Worldwide.