May 01, 2000
Study: Online Loyalty Programs Poor Motivators
While three-quarters of online consumers belong to Internet-based loyalty programs, just 22 percent of them said this motivated them to make purchases, according to a study released last week by Jupiter Communications, New York. Of 1,200 consumers polled, 40 percent said easy returns made more of an impact on their buying decisions. Customer service and product selection were also more influential according to 37 percent of the respondents.