News

Reward program members are best at word-of-mouth

February 10, 2009

Progressive Grocer: Consumers who are loyalty reward program members are far more likely to be word-of-mouth (WOM) champions for their favorite brands than non-members, and the more active their program participation, the more likely they are to exhibit WOM behavior, according to a study by Colloquy.

Reward program members are 70 percent more likely to be WOM champions (defined as customers who are "actively recommending" a product, service or brand) than the general population.

• Fifty-five percent of reward program members are self-described WOM champions.
• Thirty-two percent of non-reward program members are self-described WOM champions.
• Sixty-eight percent of WOM champions in reward programs will recommend a program sponsor's brand within a year.
• Actively participating reward program members are over three times more likely to be WOM champions.

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