Loyalty Program Index 2022 - Digital Maturity - IN PARTNERSHIP WITH - Incisiv
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Digital Maturity
Loyalty Program Index
2022
IN PARTNERSHIP WITH
Driven by macro forces, the perennial challenge of increasing customer
retention and loyalty just got bigger for consumer businesses.
Digital Double-Down Ease of Switching Amazonification Undifferentiated Offering
The path to purchase is no Shoppers can switch brands The competitive bar is Loyalty programs offer
longer linear. Digital is the at the point of friction easier constantly being raised by the undifferentiated benefits and
first point of entry. than ever before. likes of Amazon and Uber in an more of the same, resulting
already uneven playing field. in customer fatigue.
85% 1 in 2 60% 50%
of all customer journeys start on customers say they would of customers consider of customers think loyalty
the digital channel, opening up switch to a new brand after one personalized shopping programs don't offer much
more options and easy bad experience. experience a prerequisite for value.
comparisons. brand loyalty.
Incisiv's 2022 Loyalty Program Index
Source: Incisiv Research
Shoppers expect improved
experience, transparency and flexibility
from loyalty programs of consumer businesses.
COVID-19 brought about unprecedented disruption across restaurant and
retail businesses, forcing store closures, moving most of the business to
digital channels and significantly altering consumer behavior. With 85% of the
Transparency
customer journeys now beginning online, digital is the entry point to more
consumer experiences than ever before. For retailers and restaurants alike,
this change in behavior has brought with it a new set of customer
expectations. This shift to digital has significantly increased customer
expectations and their loyalty is increasingly difficult to earn.
Experience Flexibility
Experience offers personalized Transparency of program rules, tiers, Flexibility of participation in the loyalty
interactions across the buying journey, earning, redemption options benefits and program: channels, redemption options,
balancing pervasive self-service with how customer data is used. level of participation in the program, and
empathetic human assistance. data sharing and use.
E.g. I am willing to pay more at a retailer or E.g. Show me how many points I have, how close I E.g. Give me the option to do what I want and/or
restaurant chain where I am offered a am to my next points redemption opportunity, where I want with my rewards, offer instant
differentiated experience vs. one which offers a including complex scenarios that include third gratification and the ability to opt in or out of
lower price. parties (such as delivery services). promotions.
Incisiv's 2022 Loyalty Program Index
As digital becomes the front door to
almost all customer touchpoints,
consumer businesses with legacy
loyalty programs and technology
will struggle to derive competitive
advantage and deliver customer
value.
The immediate response of restaurant chains and retailers to
the digital shift caused by the events of the past few years- a
quick cobbling together of a patchwork of systems to get the job • Even the most basic customer loyalty use case requires data
done. However, it should not overlook the fact that loyalty unification, digitization and channel integration. E.g. Looking up my
programs of most retailers and restaurant chains need to be loyalty points balance while using a mobile app for in-store pickup.
reimagined to deliver value and meet evolving shopper needs.
• Complex loyalty program use cases require extensive backend
infrastructure. For instance, personalized rewards, promotions or
discount offers need real-time analysis of a large volume of data (E.g.
past purchases, browsing history, product attributes, inventory
23%* 7%* availability).
YoY increase in QSR AOV for
• Loyalty programs need to evolve from points earning and redemption
YoY increase in QSR spend/1,000
loyalty members shoppers for loyalty members to a 360-degree customer engagement program.
Incisiv's 2022 Loyalty Program Index
*Loyalty Data Punchh Study
The benchmark of an excellent loyalty
program is being set by technology and
user-experience leaders across
industries.
Users can accrue points for using both Uber and Uber Eats. Members
have to opt into this tiered loyalty program, which offers instant
redemption options and transparency around points to accrue for the
next redemption.
62% of U.S. households are enrolled in Amazon's Prime membership
program and members spend $1,400 per year, ~2.5x more than non-
members. Most digital customers expect instant gratification and
Prime gives members their benefits immediately. What are the biggest gaps and
opportunities for retailers and restaurant
Apple does not have a program where shoppers can register and earn
chains to improve loyalty program
rewards. However, the brand automatically invites customers who
spend more than $5,000 a year into its tier-based program. These capabilities and experience?
members receive special offers and discounts on the latest Apple
products. Apple drives brand loyalty largely through product Also, which retailers and restaurant chains offer the most mature
innovation and purchase experience. loyalty program and experience for shoppers? Incisiv's 2022
Loyalty Program Index explores these topics.
Loyalty members enjoy unlimited rewards based on their bookings via
the website or app. The program does not rely on the accumulation of
reward points. Instead, benefits are provided based on tiers, and there
is no usage limitation or expiration period for member benefits.
Incisiv's 2022 Loyalty Program Index
While some loyalty program capabilities have evolved, restaurant and retail brands
still have to do a lot more to meet shopper expectations.
Enrollment Structure & Features Ease of Use
Customer Preferences
70% 67% 75% 72% 33%
Customers prefer to manage Customers expect Customers prefer instant Customers expect Customers expect loyalty program
loyalty programs via app surprise gifts discounts/redemptions personalized rewards specific helpdesk service
Market Offering
26% 28% 16% 48% 11%
Top 150 retailers and restaurant Retailers and restaurant chains Retailers and restaurant chains offer Retailers and restaurant Retailers and restaurant
chains have a dedicated loyalty app send gifts, offers or discounts instant discount on purchases instead chains offer some form of chains offer loyalty program
on special occasions of reward points personalization specific helpdesk service
Incisiv's 2022 Loyalty Program Index
Loyalty Program Index
Methodology & Approach
Incisiv's 2022 Loyalty Program Index
Incisiv's Digital Insights from Incisiv's Digital Maturity Benchmarks have been Maturity Benchmarks featured in leading publications Incisiv conducts detailed assessments of global retailers' digital capabilities based on its proprietary benchmarking framework, which combines shopper and executive insights with experience audits. Crucially, Incisiv's methodology considers the impact of specific digital capabilities on performance metrics that matter most, such as conversion, average order value (AOV), churn and customer satisfaction score (CSAT). Shopper Data Executive Insights Experience Audits Performance Impact Insights from 60,000+ Surveys spanning 2,500+ Detailed experience audits - Performance data and shoppers across multiple global consumer industry from eCommerce to store benchmarks from 250+ consumer industry executives. visits - across 500+ global global retailers. categories. retailers. Incisiv's 2022 Loyalty Program Index
Incisiv's Loyalty Program Index Structure & Features
Program structure, benefits,
assesses top convenience chains, redemption rules, gamification
grocers and quick service and payment options
38 attributes
restaurants on features and
capabilities of their loyalty Enrollment Ease of Use
programs across three key areas. Discovery, sign-up options, Customer support,
membership types and communication,
information personalization and
The index is comprised of the top retailers and
17 attributes integration with
restaurant chains (by annual revenue) across three
order
different industry segments. Each entity's capability and
23 attributes
experience are assessed using an observational
methodology. Loyalty Program
Index
150 78 3
Banners - website and loyalty Program nuances and digital Industry segments covered
apps capabilities assessed • Convenience
• Grocery
• Quick Service Restaurants
Incisiv's 2022 Loyalty Program Index
Each assessment area includes table stakes and differentiating experiences, defined based on their overall level of adoption, perceived value by
customers, and impact on key performance indicators (KPIs), such as average order value (AOV), conversion, customer satisfaction and traffic.
Table Stakes: Foundational capabilities required to address key shopper expectations today. The absence of these capabilities has a negative
impact on digital performance KPIs and customer loyalty.
Differentiating Experiences: Advanced capabilities that address important emerging shopper expectations. The presence of these capabilities has
a positive impact on digital performance KPIs and customer loyalty.
Illustrative examples of table stakes and differentiating experiences
Enrollment Structure & Features Ease of Use
• A dedicated section for the loyalty program, • Presence of free loyalty membership • Access to physical and digital loyalty
rewards and benefits • Ability to receive promotional offers and coupons membership cards
• Loyalty program registration and account • Option to earn more loyalty points for online • Ability to scan the virtual card at the register
management purchases vs. in-store and redeem points via app
• Auto-enrollment to loyalty programs for • Presence of premium membership programs • Option to redeem points for in-store
account holders • Availability of different clubs or schemes purchases
• Access to joining rewards or bonus on loyalty • Access to extended benefits, such as fuel savings, • Dedicated customer service channel or
registration exclusive access to promotions, discounts on resolution mechanism for loyalty members
• Dedicated app for the loyalty program special events and gamification rewards • Personalized offers tailored to the loyalty
member's preference
Incisiv's 2022 Loyalty Program IndexLoyalty Program Index: Rating categories
Laggards offer a severely Followers offer a basic digital Challengers offer a seamless Leaders offer the richest
lacking digital maturity maturity experience, digital maturity experience digital maturity experience
experience, missing even addressing most table-stake built on a solid foundation of within and across retail
some basic table-stakes capabilities. Their capabilities. They offer some segments. They lead in
functionality. experiences lack depth, and differentiated experiences, adoption of differentiated
are light on adoption of but lack the depth and experiences, and are
differentiated capabilities. coverage of leaders. functionally mature across
most assessment areas.
Adoption of table stakes: Medium Adoption of table stakes: Medium-High Adoption of table stakes: High Adoption of table stakes: High
Adoption of differentiators: Low Adoption of differentiators: Low Adoption of differentiators: Medium Adoption of differentiators: High
Incisiv's 2022 Loyalty Program IndexBanners rated as Loyalty Program Digital Maturity Index Leaders, in alphabetical order
Convenience Grocery Quick Service Restaurants
(16) (4) (18)
Incisiv recognizes these top 38
banners as leaders in the Overall
Loyalty Program Index within
and across restaurant and retail
segments.
They are the benchmark for
loyalty program capabilities and
experience in 2022, offering
differentiated capabilities
across the shopping journey.
The full leaderboard is available
at the end of this report.
Incisiv's 2022 Loyalty Program Index01 |Enrollment
Discovery and Sign-Up for
Loyalty Membership
Incisiv's 2022 Loyalty Program IndexENROLLMENT: OVERVIEW WHY IT MATTERS WHAT WE ASSESS
Seamless program Since 70% of customers engage more This section evaluates the information
frequently with a brand where they are availability, ease of accessibility with
activation and joining
registered for the loyalty program, these various sign-up options and omnichannel
incentives drive programs have a major impact on enrollment in the loyalty membership
customer retention customer retention, satisfaction and journey.
brand advocacy.
Existing shoppers tend to spend 67%
more than new shoppers and as such
brands have to incur huge costs for 15% increase in loyalty users 17 total attributes assessed,
new customer acquisition.
witnessed by QSRs in 2021 compared to including:
previous year.*
So, how do brands attract more new
shoppers to their loyalty program? • Availability of and accessibility to the
loyalty program.
75% of shoppers
Brands need to implement effective,
are likely to switch brands for a better or • Availability of different sign-up methods,
user-friendly enrollment strategies
preferred loyalty program. such as program activation time, auto
that generate higher ROI. Seamless
participation, omnichannel sign-up, enrollment in store or online.
accessibility and joining incentives
are some of the top features for
60% of shoppers • Access to joining incentives and app-
attracting shoppers, and improving cited easy accessibility, enrollment and specific rewards.
revenue and profitability over the great digital experience as the most desired
long run. factors in their loyalty program.
Incisiv's 2022 Loyalty Program Index
*Loyalty Data Punchh StudyENROLLMENT: OVERVIEW
C-stores lead the Industry
Convenience Grocery QSR
pack in omnichannel Average
enrollment
capabilities, followed Membership enrollment
on website
71% 74% 74% 66%
by QSRs and grocers
Owing to their omnichannel Membership joining
26% 22% 14% 40%
presence, rich mobile app bonus/incentive
functionality and engagement,
convenience stores recorded
maximum numbers for active Standalone application 26% 58% 4% 16%
for loyalty program
membership and participation.
QSRs managed to gather scores Membership enrollment 37% 52% 40% 18%
through a comprehensive set of in-store
rewards and joining incentives.
However, grocers lagged
Auto-enrollment for
considerably with a long road 60% 72% 36% 72%
membership
ahead for upscaling on
multichannel enrollment and
activation.
Incisiv's 2022 Loyalty Program IndexBanners rated as Loyalty Program Index Leaders in Enrollment, in alphabetical order
Convenience Quick Service Restaurants
(24) (16)
Incisiv recognizes these 40
banners as leaders in Loyalty
Program Enrollment within and
across restaurant and
convenience segments. None of
the grocery retailers assessed
made it to leaders segment.
Building upon a solid foundation
of table-stake capabilities, they
lead in the adoption of
differentiated capabilities.
The full leaderboard is available
at the end of this report.
Incisiv's 2022 Loyalty Program IndexBEST CASE EXAMPLES FOR ENROLLMENT
CONVENIENCE STORES
Email communication with detailed Welcome incentives for loyalty
redemption guidelines registration
Well orchestrated communication plan creates a feeling of inclusivity 78% of shoppers prefer to access their rewards online and use them
and makes the customer feel wanted. To personalize the loyalty immediately. Providing instant welcome bonuses or discounts enhances
membership experience, retailers are sending, detailed emails to the customer experience by creating customer delight. Currently, only
members (detailing program structure, tiers, benefits etc.) within 2 22% of convenience stores offer welcome rewards to new users.
hours of enrollment. This is also a great way to increase program
awareness and promote participation. RaceTrac offers its users free beverages upon program registration once
they make their first in-store purchase.
Huck's sends its members an interesting email with details on
redemption process and pictures.
Incisiv's 2022 Loyalty Program IndexBEST CASE EXAMPLES FOR ENROLLMENT
GROCERY
Text message enrollment Exclusive in-app features
When it comes to loyalty program enrollment, customers look for 57% of shoppers like to engage with loyalty programs on their mobile
multichannel registration and ease of sign-up. Allowing shoppers to phones. Providing additional functionality and benefits in the app helps
register for the loyalty program via simple options like text message increase app usage, as well as customer satisfaction since a majority of
increases convenience, making the entire process seamless. users prefer apps for placing orders. Currently, only 4% of grocery
retailers offer enhanced rewards or benefits on their apps.
Brookshire's rewards program allows users to register for membership
via text message by texting "CELEBRATE" to 59652. 99 Cents Only has weekly deals, special offers, in-store rewards and
exclusive product previews for users via the mobile app.
Incisiv's 2022 Loyalty Program IndexBEST CASE EXAMPLES FOR ENROLLMENT
QSR
Dedicated app for loyalty Gathering shopper data for a
rewards personalized brand experience
75% of shoppers would engage more with a brand that has a mobile- As shopper expectations evolve, brands are gathering key consumer data,
friendly loyalty information system. Reward apps are a great way to including demographics, lifestyle and purchase intent via shoppers'
increase engagement, provide exclusive benefits, and improve customer browsing history to offer them personalized promotions, product
retention rates. Currently, only 16% of restaurant brands have recommendations and appealing content. These efforts help brands
dedicated loyalty apps. increase engagement levels and customer satisfaction scores.
Personalization results in a 6.4x increase in satisfaction with a loyalty
El Pollo Loco rewards app "Loco rewards" allows shoppers to earn program.
points with every order, receive a birthday reward and special offers
throughout the year. It also enables shoppers to order ahead, pay and Moe's prompts shoppers to provide their favorite location, along with
save favourites. additional demographic information, when they sign up for the loyalty
program.
Incisiv's 2022 Loyalty Program Index02 | Structure and Features
Ease of Earning and Redeeming
Rewards
Incisiv's 2022 Loyalty Program IndexSTRUCTURE AND FEATURES: OVERVIEW WHY IT MATTERS WHAT WE ASSESS
Reimagining the loyalty With 37% of shoppers willing to pay to This section assesses the various
join or upgrade to a higher tier of their
program strategy and membership tiers, capabilities, and the
loyalty membership, premium loyalty experience of using the rewards and
experience programs connect well with shoppers. benefits for an enhanced shopping
experience.
The shift from traditional loyalty
programs has led to increased focus 67% of shoppers
on customer needs and expectations are motivated to join the loyalty program
yielding lucrative benefits for them. that offers instant discounts or rewards on 37 total attributes assessed,
purchases including:
It has become critical for brands to
stay ahead of the game with new • Ability to redeem rewards across stores
trends and valuable strategies. A 36% of shoppers and online platforms.
well-structured program with shop more frequently with brands where
esteemed privileges and value- they can earn fuel rewards • Access to information on redemption,
added benefits yields a profitable such as expiry of points, minimum
and rewarding experience for balance and incremental redemption.
shoppers. Gamification rewards,
46% of loyalty shoppers
free giveaways, fuel savings, instant • flexibility of using the brand's closed-
look out for premier or exclusive access to
discounts and free shipping are the loop wallet.
sales and promotions
key factors that encourage shoppers
to invest in loyalty programs. • Access to other paid program benefits,
such as delivery subscriptions.
Incisiv's 2022 Loyalty Program Index
*Loyalty Data Punchh StudySTRUCTURE & FEATURES: OVERVIEW
Quick service Industry
Convenience Grocery SR
Q
Average
restaurants outpace
convenience stores Tiered membership
43%
11% 48%
16% 30%
4% 50%
12%
and grocery retailers program
with their program
structure, usage and
Multiple loyalty schemes/clubs
38%
17% 50%
20% 8%
22% 56%
8%
(beverage club, fuel club etc.)
characteristics
Paid program for delivery
Driven by the ease of earning and or other services
8%
34% 6%
18% 12%
64% 6%
20%
redeeming rewards, quick-service
restaurants displayed high digital
engagement. 52% of QSRs offer Gamification rewards for
loyalty members
12%
17% 4%
16% 4%
6% 28%
30%
rewards for special events, 4x
higher than grocery and 5x higher
than C-stores.
Exclusive or premier
35%
15% 26%
10% 32%
12% 46%
24%
access to sales/promotions
Grocers exhibited high adoption
numbers in terms of providing
various loyalty clubs and paid Rewards on birthdays or
18%
28% 22%
14% 20%
18% 12%
52%
memberships. special events
Incisiv's 2022 Loyalty Program IndexBanners rated as Loyalty Program Index Leaders in Program Structure and Features, in alphabetical order
Convenience Grocery Quick Service Restaurants
(12) (9) (19)
Incisiv recognizes these top
banners as segment-wise
leaders in Loyalty Program
Structure and Features within
and across restaurant and retail
segments.
Building upon a solid foundation
of table-stake capabilities, they
lead in the adoption of
differentiated capabilities.
The full leaderboard is available
at the end of this report.
Incisiv's 2022 Loyalty Program IndexBEST CASE EXAMPLES FOR STRUCTURE AND FEATURES
CONVENIENCE STORES
Instant discounts on purchases Exclusive in-store
instead of reward points services
As shopper preferences evolve, they are no longer satisfied with In addition to in-store redemption options, retailers are improving the
traditional points earning and redemption. Discounts and coupons loyalty member experience by providing special in-store benefits, such as
instead of reward points are one of the key drivers for loyalty programs priority checkout and curbside pick-up services. Adding these benefits is a
with 61% of shoppers using these coupons. To adapt to these changing great way to retain existing customers and improve their lifetime value.
needs, retailers are enticing shoppers with cash benefits, exclusive Currently, only 6% of convenience store retailers offer in-store benefits to
promotions and freebies. Currently, only 36% of convenience store loyalty members.
retailers offer non-conventional loyalty perks on purchases.
Cumberland Farms offers loyalty members convenient order fulfillment
Casey's allows loyalty members to convert points accrued to cash or fuel options along with faster checkout.
discounts.
Incisiv's 2022 Loyalty Program IndexBEST CASE EXAMPLES FOR STRUCTURE AND FEATURES
GROCERY
Special member-only Fuel savings through reward points
benefits and discounts
Most shoppers who join loyalty programs want to feel valued, yet only 73% of shoppers say that the best savings come from in-store purchases
41% believe that they are a part of an exclusive group. Special access to that offer fuel discounts. In addition to discounts on products, allowing
promotions and perks by loyalty members helps with customer customers to redeem points or fuel discounts is a great way to increase
retention and improves the frequency of repeat purchases. Currently, retention rates. Only 38% of grocery retailers currently allow for fuel
only 12% of grocery retailers offer access to member-only deals or perks or redemptions.
promotions.
Kroger has a fuel rewards program where customers get fuel points when
Harris Teeter offers exclusive weekly deals on items exclusively to its they purchase groceries at Kroger.
loyalty club members.
Incisiv's 2022 Loyalty Program IndexBEST CASE EXAMPLES FOR STRUCTURE AND FEATURES
QSR
Gamification to earn bonus Premium points for referrals and
rewards purchases during special events
53% of shoppers feel that the presence of games makes the program 66% of shoppers would join a loyalty program if it builds an ongoing
experience enjoyable and 81% of loyalty members take advantage of relationship with their favorite brand. Offering bonus points to loyalty
these challenges to earn bonus points or rewards. Gamification increases members during special events like tournaments helps build an emotional
engagement rates, improves product awareness and helps generate connection with the brand, setting it apart from its competition by
more sales. Currently, only 17% of restaurant brands offer this creating a superior customer experience. Currently, only 12% of restaurant
functionality on their website. brands offer this feature.
Starbucks has games and challenges exclusively for its loyalty members Moe's Southwest Grill offers its loyalty members bonus points during
to earn more stars. special tournaments for referring friends and even when the referrals
make their first purchase.
Incisiv's 2022 Loyalty Program Index03 | Ease of Use
Omnichannel Integration and
Personalization
Incisiv's 2022 Loyalty Program IndexEASE OF USE: OVERVIEW WHY IT MATTERS WHAT WE ASSESS
Omnichannel integration With 91% of consumers are more inclined This section assesses ease of usage with
to spend with brands offer some form of
and personalization to multichannel integration, rewards tracking,
personalization (offers and digital membership, special resolution
drive the future of loyalty recommendations). Understanding mechanism and personalized
program consumer behavior and digital communications or offer updates.
integration are critical KPIs for an
Due to ever-evolving customer effective loyalty program.
expectations of digital integration
and receiving personalized
72% of shoppers 23 total attributes assessed,
communications, rendering more
responsive and data-driven
prefer a brand that offers a personalized including:
experience with additional rewards and
experiences has become imperative
benefits. • Availability of self-help tools, including
for retailers. Broadening loyalty
access to customer service and FAQs.
touchpoints through personalized
communications, frictionless
Over 70% of shoppers • Availability of a personalized shopping
payment and digital engagements
are more likely to participate in a loyalty experience, including offers and
tend to build higher satisfaction
program that provides access to loyalty coupons.
levels, thereby fostering
cards and rewards via its mobile app.
relationships at every step of the
• Effectiveness of utilizing the dual modes
loyalty program.
of membership via physical and virtual
2.5%* increase in check size 75% of shoppers cards.
of loyalty members over anonymous are more likely to shop with the brand
shoppers', for QSRs in 2021.* whose app allows quick transactions.
Incisiv's 2022 Loyalty Program Index
*Loyalty Data Punchh StudyEASE OF USE: OVERVIEW
While convenience Industry
Convenience Grocery QSR
Average
stores overshadowed
grocers and QSRs in Scan virtual loyalty card at
43% 48% 30% 50%
offering customer register
service, quick-
Redeem rewards via dedicated
service restaurants app
38% 50% 8% 56%
offer better digital
integration and Redeem rewards online for
8% 6% 12% 6%
personalization charity
QSRs displayed high digital Execute curbside or takeaway
12% 4% 4% 28%
usability, ease of fulfillment and via loyalty app
personalized communications.
Personalized communication
Yet C-store and grocery retailers 35% 26% 32% 46%
around membership
managed to score higher adoption
numbers for physical loyalty
membership and dedicated Dedicated support line for
18% 22% 20% 12%
resolution mechanism. loyalty program
Incisiv's 2022 Loyalty Program IndexBanners rated as Loyalty Program Index Leaders in Ease of Use, in alphabetical order
Convenience Grocery Quick Service Restaurants
(12) (6) (18)
Incisiv recognizes these top
banners as segment-wise
leaders in Loyalty Program Ease
of Use within and across
restaurant and retail segments.
Building upon a solid foundation
of table-stake capabilities, they
lead in the adoption of
differentiated capabilities.
The full leaderboard is available
at the end of this report.
Incisiv's 2022 Loyalty Program IndexBEST IN CLASS EXAMPLES FOR EASE OF USE
CONVENIENCE STORES
Redeem rewards for Execute order transactions via
charity loyalty app
Allowing shoppers to use their loyalty points to make donations creates Mobile apps for loyalty programs have a robust rewards system and easy-
a sense of responsibility and makes them feel connected by building a to-use features. The addition of payment and order fulfillment
relationship with the brand. Brands perceived as meaningful and capabilities via the loyalty app increases user convenience and improves
supportive towards a cause have earned a 9x increase in wallet share. app adoption rates. Currently, only 2% of C-store retailers offer this
Currently, only 6% of C-store retailers allow points redemption for functionality.
charity.
Cumberland farms allow its shoppers to complete purchase transactions
Casey's enables its shoppers to redeem rewards for charity by donating for curbside pickup via its dedicated loyalty app "SmartPay rewards."
their points to a local school.
Incisiv's 2022 Loyalty Program IndexBEST IN CLASS EXAMPLES FOR EASE OF USE
GROCERY
Dedicated support line for members One-click rewards redemption via app
46% of shoppers have increased their business with a retailer that offers 34% of shoppers cite a confusing redemption process as one of the main
exceptional customer service. Dedicated channels exclusively for pain points when using loyalty programs. An easy-to-use, efficient and
members are a great way to improve the experience by making loyalty quick way of redeeming rewards helps retain customers, improves app
program members feel valued. Currently, only 12% of grocery retailers usage and reduces bounce rates. Currently, only 8% of grocery retailers
offer dedicated customer support for loyalty members. allow shoppers to redeem rewards via a dedicated mobile app.
Hy-Vee has a designated customer support line, "The Red Line," for Albertsons allows shoppers to redeem fuel rewards and pay in one click via
Hy-Vee Plus members' service and resolution. the "One Touch Fuel" mobile app.
Incisiv's 2022 Loyalty Program IndexBEST IN CLASS EXAMPLES FOR EASE OF USE
QSR
Personalized offers and Easy payment via bar code scanner at
promotions register
77% of shoppers say that loyalty programs should offer personalized 43% of shoppers say that physical cards are the biggest obstacles to
rewards. With data-driven experiences gaining prevalence, retailers are claiming rewards. Shoppers often require physical loyalty card numbers
increasing the use of loyalty data to provide personalized services like for online registration. Providing a digital rewards card increases
offers, product recommendations and in-store discounts. convenience, thereby improving customer satisfaction. Currently, 50% of
Personalization builds brand loyalty. Currently, only 46% of restaurant restaurant brands offer virtual loyalty cards through online registration
brands offer this functionality. on their websites.
McAlister's Deli offers exclusive promotions and personalized offers to Steak N Shake has a virtual loyalty card with a QR code scanner allowing
its loyalty program members. shoppers to scan receipt barcodes as well.
Incisiv's 2022 Loyalty Program IndexLeaderboard Incisiv's 2022 Loyalty Program Index
The Complete 2022 Loyalty Program Index Leaderboard
Leaders
CONVENIENCE GROCERY QUICK SERVICE RESTAURANTS
Alltown Albertsons Arby's
As part of its 2022 Loyalty Program Alta Convenience Aldi Baskin-Robbins
ampm Big Lots Bojangles
Index, Incisiv assessed 150 brands Applegreen BJ's Wholesale Club Burger King
Bolla Market Brookshire's Carl's Jr.
across 3 industry segments. The Casey's General Stores Costco Checkers and Rally's
CEFCO Cub Foods Chick-fil-A
complete list of assessed brands is Chevron ExtraMile
Circle K
Dollar General
Family Dollar
Chipotle
Church's Chicken
provided here. Convenient Food Mart
Cumberland Farms
Family Fresh Market
Fareway Stores
Culver's
Dairy Queen
Duchess Festival Foods Del Taco
Fas Mart Food City Domino's
GetGo Food Lion Dunkin'
Each retailer assessed was given an GoMart Giant Eagle El Pollo Loco
Huck's Grocery Outlet Firehouse Subs
overall rating, as well as a Hy-Vee Gas Hannaford Five Guys
Jacksons Food Stores Harris Teeter Freddy's Frozen Custard
functional-area rating across Joe's Kwik Mart
Kum & Go
H-E-B
Hy-Vee
& Steakburgers
Hardee's
enrollment, structure and features, Kwik Trip
Little General Stores
Ingles Markets
Jewel-Osco
In-N-Out Burger
Jack in the Box
Loop Neighborhood Kroger Jersey Mike's
and ease of use. Incisiv's analysis Love's Travel Stops & Lidl Jimmy John's
Country Stores Lowes Foods KFC
found: MAPCO Express Market Basket Krispy Kreme
Maverik Martin's Little Caesars
Mirabito Meijer Marco's Pizza
Murphy USA Piggly Wiggly Midwest McAlister's Deli
• 38 Leaders Nouria convenience stores
Par Hawaii
99 cents only stores
Price Rite
McDonald's
Moe's Southwest Grill
• 42 Challengers Par Mar Stores
Pilot Flying J
Pricechopper
Publix
Panda Express
Panera Bread
Plaid Pantry Raley's Supermarkets Papa John's
• 33 Followers QuickChek Save A Lot Papa Murphy's
QuikTrip Save Mart Pizza Hut
• 37 Laggards RaceTrac Schnuks Popeyes
Raceway Smart & Final Qdoba Mexican Grill
Rebel Stores Sprouts Farmer Markets Raising Cane's Chicken Fingers
Rocket Stores Stater Bros. Sonic Drive-In
Get in touch to request detailed Royal Farms
Rutter's
Target
Tops Friendly Markets
Starbucks
Steak 'n Shake
information about your rating, or 7-Eleven
Sheetz
Trader Joe's
Walmart
Subway
Taco Bell
Stewart's Shops Wegmans Tim Hortons
to request a custom benchmark. Sunoco Weis Markets Tropical Smoothie Cafe
Terrible Herbst Wesley Kosher Wendy's
Throntons Whole Foods Market Whataburger
Timewise Winco White Castle
Travel Centres of America Winn Dixie Wingstop
Wawa Zaxby's
Incisiv's 2022 Loyalty Program IndexIN PARTNERSHIP WITH
ABOUT INCISIV ABOUT PUNCHH
Incisiv is a peer-to-peer executive network and industry For more than 40 years, PAR’s (NYSE: PAR) cutting-edge products and services have helped
insights firm for consumer industry executives navigating bold and passionate restaurant brands build lasting guest relationships. We are the partner
digital disruption. enterprise restaurants rely on when they need to serve amazing moments from open to close,
during the most hectic rush hours, and when the world forces them to adapt and overcome.
Incisiv offers curated executive learning, digital maturity More than 100,000 restaurants in more than 110 countries use PAR’s restaurant hardware,
benchmarks and prescriptive transformation insights to software, drive-thru, and back-office solutions.
clients across the consumer and technology industry
spectrum. With the acquisition of Punchh Inc., a leading SaaS-based customer loyalty and engagement
solutions provider, PAR has become a Unified Commerce provider for enterprise retailers.
incisiv.com More than 260 global enterprise brands, including Yum! Brands (NYSE: YUM), Denny’s
(NASDAQ: DENN), TGI Fridays, and Casey’s (NASDAQ: CASY) rely on Punchh to grow revenue
by building customer relationships. To learn more about the Punchh Loyalty, Offers and
Engagement Platform, visit: www.punchh.comYou can also read
