In a survey conducted by HelloWorld, 1,500 U.S consumers were asked their preferences on loyalty and reward programs.
Of those surveyed, 61 percent of consumers want companies to surprise them with offers for being a customer. The annual Loyalty Barometer report cited that 76 percent of consumers listed free products as the biggest incentive, and 74 percent want discounts. The biggest complaints cited by consumers were that it takes too long for rewards to be earned (54 percent) and that it can be too difficult to earn points (38 percent). Most consumers prefer to receive rewards via mobile apps.