Australian shoppers are apparently big fans of loyalty programs, with 57 per cent saying they will spend more with retailers who offer a loyalty program, new research indicates.

Nielsen’s global loyalty sentiment survey outlines that, interestingly enough, loyalty programs are actually successfully promoting loyalty. Six in ten Aussies said they are more likely to return to a retailer if they have a program in place and a further 48 per cent claimed that would spend more if they were to be rewarded.

Discounts, rebates or cashback offers and free products rank amongst the most loved types of benefits. Frequent Flyer points also made the list, as the highest non-monetary benefit.

“In today’s market, consumers are faced with a dizzying array of retailers vying for their attention, and a retail loyalty program can be a determining factor of where they decide to shop,” said Nielsen’s director of retail services, Megan Treston.

“Flexibility is very important to Australian shoppers, now having access to an omnichannel experience when it comes to shopping. This means they have access to bricks and mortar stores, online shopping, telephone sales and more.”

Sixty-seven per cent of Australian loyalty program participants prefer to earn rewards, regardless of whether they buy in-store, online, or via a mobile device, motivating Treston to advise retailers to make their loyalty programs as omnichannel as any other part of their business.

“Tailoring loyalty benefits for specific consumers, and using the loyalty program engagement vehicles – be it via an app, email, or in-store interaction – all allow retailers to personalise the loyalty program so that its not just a discount vehicle,” she said.