According to a Capterra study, the crisis and the price increase has significantly affected the consumption habits of Spaniards. 58% of surveyed consumers claimed to have experienced the negative effects of inflation to the point of changing them, while only 3% indicated not have suffered the impacts.
As a result, inflation drives the interest of Spaniards in loyalty programs. The Capterra survey shows that more than 7 out of 10 Spaniards use this kind of plan. What’s more, 66% of consumers who use them say they are more interested in them due to the current economic instability.
In this sense, 57% of buyers searched for new ways to save money due to inflation, while 39% always tried to do so regardless of the current economic situation.
Discounts, keyword in the economic scenario
Likewise, 69% of Spanish consumers who use loyalty programs declare that the main benefit they obtain from them are frequent discounts. This loyalty strategy turns out to be highly effective for both consumers and businesses. By helping the customer save money, it also builds loyalty and motivates consumers to continue shopping with the prospect of further discounts.
On the other hand, the study reveals that 39% of Spaniards who currently use loyalty programs have abandoned their use at some point. Capterra asked users for the reasons behind their abandonment. The three most common reasons are: having to spend too much to get rewards (55%), rewards are often useless (52%), and receiving too much spam (27%). These results suggest that to be successful in loyalty programs, brands must focus on personalization and customer insight.
Points programs triumph among consumers
Companies employ various loyalty strategies to increase their sales. One of the most popular techniques is the points system, which works quite simply: the more a customer buys, the more points they will earnwhich can be exchanged for rewards.
Capterra’s study reveals that 70% of Spaniards enrolled in a loyalty program use point-based programs. The second most used type (45%) offer money back, in which the customer recovers an amount by spending with the brand or retailer. The third most used program in Spain is the tariff program, used by 39% of users, in which members pay in advance to obtain discounts that they can use at any time, for example, a fixed annual fee to receive free shipping all year.
The frequency of use of loyalty programs
Regarding the number of loyalty programs to which Spaniards are subscribed, more than 60% of the users of these programs state that they use between 2 and 4. Meanwhile, 17% subscribe to 5-7 programs3% at 8-10 and only 2% at more than 10.
Regarding the typology by sectors, clients try to save money in supermarkets and grocery stores through promotions and discounts. The study confirms this: 74% of Spanish users of loyalty programs use them in supermarkets. Service stations are the second sector where they are used the most.
On the other hand, 45% of the users of these programs interact with them through an online account in a mobile app, and another 23% through the brand’s website. 28% use a physical card (for example, to collect the points earned after shopping) and only 3% continue to use the traditional paper card with stamps.
In conclusion, loyalty program users who participated in Capterra’s study rate their overall experience with these programs positively. 73% are somewhat or very satisfied, while only 3% say they are very dissatisfied. These results suggest that this strategy is being very well received by Spanish users.
