Insights from “American Shopper Insights” Survey Highlight
Coast-to-Coast Differences & Similarities, Including Shared Interest in
Saving on Gas at Any Price
DALLAS–(BUSINESS WIRE)–American consumers exhibit striking regional differences in how they
earn rewards and use loyalty programs to save on the cost of fuel,
according to the recently published “Road to Rewards: American Shopper
Insights” report from Excentus (www.excentus.com),
and they remain eager to save regardless of prices at the pump.
Not only do consumers differ in their rates of program membership,
frequency and activity within loyalty programs linked to fuel savings,
they also differ in their reliance on brands, retailers, technology and
peer influence for earning and tracking their rewards.
The report’s findings, based on an Ipsos eNation-Excentus survey of more
than 1,000 U.S. consumers, “can help retailers, merchants and loyalty
program managers improve their customer recruitment, retention,
segmentation and targeting efforts, based on where consumers live and how
they interact with rewards programs in those regions,” said Brandon
Logsdon, President and CEO of Excentus. Available to download, “The
Road to Rewards: American Shopper Insights” is the third in a
series of reports examining the impact of loyalty programs and loyalty
currencies on consumer behaviors; it includes region-specific findings,
Midwesterners are most active in pursuing fuel savings rewards;
57% belong to a loyalty program that enables them to save on fuel,
compared with 56% membership rates in the West, 52% South and 50%
Northeast. Midwesterners (32%) also earn and redeem rewards more
actively, compared with 31% South, 26% West and 25% Northeast.
Northeasterners (27%) say they drive more than consumers in
other regions (vs. 23% Midwest, 18% South, 10% West), and they are
more likely (15%) to join a fuel savings rewards program based on a
peer’s recommendation than consumers elsewhere (9%).
Southerners are more likely to choose brands, grocers and
retailers based on the ability to earn fuel savings, and 44% say they
join loyalty programs to save money any way they can, compared to 41%
Midwest, 37% West and 33% Northeast.
Westerners (23%) are more likely to track their fuel savings
rewards from a mobile app (range of 12%-18% in other regions), and
more than half (52%) join a fuel savings rewards program because it is
offered where they already shop.
“Knowing which behaviors and preferences U.S. consumers share – and
which are unique or more relevant to a specific region – can help
marketers create, improve and fine-tune new or existing loyalty
programs, whether they are partner-driven or standalone,” Logsdon says.
“Regional data can also help loyalty programs find what works best to
turn existing customers into even better customers – more engagement,
greater frequency and more revenues.”
In the Excentus-Ipsos eNation survey,
fuel savings ranked #1 as consumers’ preferred loyalty program incentive
– higher than cash-back offers, instant discounts, coupons and
travel-related points and miles. Excentus data also shows that consumers
embrace the ability to save on gasoline; on average, 65% redeem their
fuel savings on purchases of 12-13 gallons a month, whether prices are
$2 or nearly $4 a gallon. The July 2015 survey of 1,016 U.S. consumers
has a margin of error of +/- 3.1%.
For more information about the Fuel Rewards program, “American Shopper
Insights” data, or to arrange an interview with a company executive,
please contact Vanessa Horwell at firstname.lastname@example.org
(305.749.5342, x232) or Patricia Nunez at email@example.com
About the Fuel Rewards program, owned and operated by Excentus
At Excentus, we create programs that help lower the cost of everyday
life. Whether through direct-to-consumer programs like the Fuel Rewards®
and fuelperks! programs, or through companies utilizing our Centego
products and services, Excentus’ proprietary software engine helps
numerous loyalty and marketing programs drive down the cost of everyday
commodities like gasoline. In fact, since 2012, Excentus has helped
consumers and small businesses across America save over $600 million at
the pump. Creating real savings that positively affect the everyday
lives of real people – that’s what Excentus is all about. Founded in
1996 in Dallas, TX, Excentus is a privately held company with more than
200 employees. Information: www.excentus.com.
Patricia Nunez, +1 305-759-5342 x233