Consumers Prioritize Basic Necessities From Reward Programs
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Merkle's report finds consumer preferences for rewards from brands have been stable since the last decade, but the pandemic and high inflation have led many people to prefer basic necessities.
“Prizes that were ‘nice to have’ only five years ago have become staples that many consumers are now prioritizing,” according to the market research firm. “Marketers should keep this in mind, being sensitive to consumer mindsets not only as they choose rewards, but also when creating messaging around these prizes.”
“Prizes that were ‘nice to have’ only five years ago have become staples that many consumers are now prioritizing,” according to the market research firm. “Marketers should keep this in mind, being sensitive to consumer mindsets not only as they choose rewards, but also when creating messaging around these prizes.”
