Loyalty customers getting better at playing points game

March 18, 2004 |

It's really elementary - we are a nation in search of the best bargains, and customer loyalty programs are no exception, a recent study reveals.

It’s really elementary - we are a nation in search of the best bargains, and customer loyalty programs are no exception. A recent study conducted by Priority Club Rewards, InterContinental Hotels Group’s guest loyalty program, revealed that 32 percent of loyalty program members can be identified as “Sherlocks,” or people who crave the best deals and will work to find them.

Identifying Points Personalities

Priority Club Rewards, the world’s first hotel guest loyalty program, recently concluded its Point Psychology Survey, which was designed to help people uncover their loyalty program earning personalities, determine which loyalty program features are most important to them and determine how to maximize the benefits of these features.

Based on their answers, respondents were placed into one of six distinct behavioral classifications with descriptive names like Sherlock, Swinger, Snob, Stasher, Shepherd and Slacker. Dr. William G. Emener, a licensed psychologist who aided Priority Club Rewards in formulating the Point Psychology Survey, evaluated the responses and helped create the behavioral classifications.

“Point Psychology reveals behavioral tendencies that surface not only in point collection but in everyday situations,” explained Dr. William G. Emener, chair of the Department of Rehabilitation and Mental Health Counseling at the University of South Florida and author of 14 relationship books. “The inherent trigger that makes the Sherlock search seven different stores for the best deal on a new suit also prompts him to check the Web sites of each major hotel program for the best point promotion before the next trip.”

Unlock Your Points Potential

The information below (with a breakdown of Point Psychology respondents) can help you determine which point-redemption personality type you exhibit and how to best use customer loyalty programs.

- Sherlock (32%) Bargain hunter, Constant search for best bonus program, True loyalty program player. Select a program with frequent bonus promotions and a large partner pool - such as airlines, credit cards and online banking companies - or that offers you the ability to purchase additional points or combine yours with your spouse’s.

- Swinger (25%) Wants both points and miles, Point connoisseur, Savvy points user. Join comprehensive programs offering everything from hotels to flights to merchandise - anything that will let you earn points or miles, and doesn’t require you to cash either in right away.

- Stasher (22%) Point hoarder, Aspires for dream vacation. Pick programs with no point expiration, and join a program with personalized services, like a personal shopper or travel planner.

- Snob (10%) Perks Professional, Deserves recognition, Desires special service and upgrades. Opt for programs that count points (not just nights or stays) toward Elite status and offer complimentary arrival perks or guaranteed room availability for top-tier members

- Shepherd (6%) Miles “junkie”. Wants all their programs to provide airline miles. Choose global hotel programs that offer multiple airline partnerships or that allow you to convert points into airline miles while taking advantage of double- and triple-point offers.

- Slacker (5%) Indifferent, Doesn’t care about gathering points, Most programs are “too much hassle"Select a program with immediate perks - like extended checkout or a weekday newspaper - and look for easy-to-understand programs with low redemption levels.