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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Canadians choose travel for loyalty rewards

Most Canadians opt for travel when using rewards points, with 57% redeeming for flight options, well ahead of merchandise (30%) and gift cards (27%), according to Royal Bank of Canada (RBC) poll of Canadian travel rewards cardholders.

Despite this finding, using points to book travel is not always an easy experience. Many reward travellers say they have faced obstacles when trying to travel on reward points, with 81% expressing frustration at having to book months in advance.

Among those booking a flight, 40% have been unable to book the flight or dates desired and almost one-third (29%) had to fly on an alternate date or were forced to choose an indirect flight (31%). All travel rewards cardholders (99%) say it is important that points don't expire.

"Canadians are looking for flexibility and choice when it comes to travel. It should be no different when booking with rewards points," said Anna Judek, senior manager of card products for RBC.

Exactly half of survey respondents (50%) are saving up their rewards points for a big item such as a flight or a new television. Almost one-quarter (24%) prefer to use their rewards for mini-vacations once a year and 18% regularly reward themselves to smaller items such as gift cards and movie tickets.

The poll also found that many respondents (62%) would like the option to redeem for financial rewards vouchers to use toward their mortgage, lines of credit, RRSP, TFSA and RESP.

"Canadians fall into two types of point collectors; those who save for a long period of time to purchase a big-ticket item or family vacation and those who redeem points for small scale items or shorter trips," added Judek.

Among activities they would like to try on their next vacation, Canadian reward travellers list boat tours (44%) and a visit to a winery (39%) as the most popular choices. One-in-three (33%) opt for a massage or spa appointment and 26% are interested in snorkelling on their next vacation.

Sources: RBC / The Marketing Factbook.
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Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

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The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)