It strikes me those consumers who like to use loyalty cards, should be allowed a choice of use redemption options.
This from Progressive Grocer -
When Using Loyalty Cards, Adults Prefer Discounts at Each Supermarket Visit: Study
MARCH 28, 2006
-- BALTIMORE -- Forty-nine percent of adults prefer a discount on specific products during each store visit, vs. 34 percent who prefer to accumulate points for a larger reward or payoff at stores that offer a frequent buyer or loyalty card program, according to the proprietary "Customer Focus 2006: Grocery" study from targeted advertising, media, and marketing services provider Vertis here. More specifically, 51 percent of men age 50 and over and women age 35 to 49 who have loyalty cards prefer a discount as opposed to amassing points, the study found.
"From the results of our study, we have noticed a shift in reward programs and an increase in usage among younger demographics," said Vertis v.p., market insights Jim Litwin in a statement. "This presents an opportunity for marketers to better understand different demographics and apply this knowledge to effectively target consumers."
Additional finding were as follows:
-- If a store offered a frequent buyer or loyalty card program, 51 percent of professional/white-collar adults would prefer a discount on specific products during each visit, compared with 46 percent of blue-collar adults surveyed.
-- 42 percent of Hispanic consumers prefer to accumulate points for a larger reward or payoff, vs. 34 percent of total adults.
You guessed it; the majority of people who can afford the "delayed gratification" approach already know that we are NOT serious about the enforcement of our immigration laws.