As far as spurring these repeat purchases, fair pricing (64.5%), free shipping (61.3%) and online reviews (57.3%) were motivators.
Freebies weren't offered as a choice, but a survey by Dotcom Distribution found small free items like a sticker or sample increased the likelihood of a US digital buyer making a repeat purchase from a retailer—especially among younger consumers.
Bonus gifts did turn up in the Yotpo study when asked what buyers would expect from a brand in return for their loyalty. Free items ranked third (43.4%) behind more frequent discounts (71.0%) and free shipping (58.4%).
Of course, in the increasingly personalized world, loyalty program participants don't all want the same thing. For instance, Sephora is known for beauty product rewards based on money spent, plus generous samples. Amazon offers two-day free shipping and access to digital content for a membership fee. And Dunkin' Donuts provides convenience with its mobile payment app in addition to discount perks.
According to Michela Baxter, senior director of loyalty at digital marketing agency HelloWorld, brands should diversify their offerings. "You might use five tactics to reach your loyalty members, but in the future you might need 50, because people will choose different ways to engage with you," she said.