CHICAGO — Though loyalty cardholders seek personalization, privacy is among the factors weighed by those considering whether to join, with nearly one-third (32%) believing that their privacy is an important attribute of any loyalty program, according to Mintel.


CONNECT WITH SN ON TWITTER

Follow @SN_News for updates throughout the day.


One in 10 loyalty members (13%) polled expressed frustration with too much personal information being requested during enrollment, as well as a lack of control over the privacy of their information (10%).

“Reassurance of privacy is undoubtedly a key strategic tool in loyalty program engagement, but there is a paradox at play here between personalization and privacy,” said Ika Erwina, retail and technology analyst at Mintel, in a statement. “Ironically, even though loyalty program members crave a more personalized, relevant experience, they also show concern about sharing the information required to enable the retailer to deliver on this desire.”

SN blog: Albertsons Move Sparks Great Loyalty Debate

Indeed, it’s a challenge considering that 16% of loyalty cardholders believe their loyalty programs are less tailored toward their shopping habits, and this is especially true of Millennials (20%).

Ease of redeeming rewards (55%), ease of earning points (51%) and monetary rewards (51%) were all cited as being important to loyalty program members. Thirty-six percent of Americans are drawn in by access to exclusive deals and coupons and 22% are looking for easy enrollment options.

Suggested Categories More from Supermarketnews