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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Shoppers prefer miles to any other rewards

The company's research found that the rewards being offered by a loyalty programme have a direct impact on where a consumer shops, what brand they choose, and what payment card they use to make a purchase. According to the online shoppers in Billeo's network, customers tend to prefer miles to any other rewards that they were presented with during the past year.

"Our analysis showed that online shoppers are almost six times more likely to use an offer that includes miles compared to one that does not," said Murali Subbarao, CEO for Billeo. "The rising cost of airfares has turned earning miles into a significant motivator for consumers who are shopping online."

Other significant findings from the study included:

• Online shoppers prefer rewards points and miles offers. In fact, online shoppers are almost five times more likely to use a rewards offer that includes the ability to earn miles or points than one that doesn't.
• Offers that allow online shoppers to earn rewards points or miles are more appealing, as these offers average a 14.5% click-to conversion rate.
• Offers that do not include points or miles, such as free shipping, are less appealing, with an average a 3% click-to-conversion rate.
• Usage increases for miles-only offers, with online shoppers being almost six times more likely to use an offer with miles than one that doesn't offer miles or points.
• Offers that include miles have a 17% click-to-conversion rate, versus the 3% click-to-conversion rate of offers that do not offer points or miles.
• Online shoppers are almost one and a half times more likely to use an offer with miles than an offer with points.
• Offers that include rewards points have a 12% click-to-conversion rate, versus the 17% click-to-conversion rate of miles offers.
• Online shoppers claimed to earn 11,600 loyalty miles per year, on average.

"Miles, free shipping or points - the options for online shoppers are varied to say the least - and yet the majority of these offers go unused," said Subbarao. "Online shopping presents a huge opportunity for brands and merchants looking to increase customer loyalty and financial institutions that need to drive card use. The marketing professionals who run loyalty programmes just need better insight into what shoppers prefer."

The analysis is based on the 2011 aggregate shopping habits of more than 100,000 online shoppers in the Billeo network. More than 40 banks, 20,000 billers, 1,500 merchants, six of the top ten US card issuers, and two of the top five US airlines are part of the Billeo network. Cash back offers were not included in the study.

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.

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.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

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)