My key chain is heavy with rewards memberships and my inbox is perpetually overloaded with “exclusive” and “members only” offers. I'm not a dedicated “couponer,” per se, but I do love a good deal.
Yet, off the top of my head, I don’t even know how many loyalty programs I’m actually signed up for. That's a sign it’s probably too many.
According to the 2011 COLLOQUY Loyalty Census, the average American household belongs to 18 loyalty programs but actively participates in only eight. I am not alone in my apparent inability to monitor all my rewards programs. The average American household earns $622 in rewards points and miles every year, but fails to redeem $205 of that amount.
“The lion's share of loyalty program membership is comprised of individuals who aren't getting any real benefit,” says Dr. Russell Lacey, an associate professor of marketing at Xavier University in Ohio.
So what can you do to make sure you do get a real benefit from the cards weighing down your key chain?
How to Make the Most of Loyalty Programs
Bryan Pearson, president of LoyaltyOne, a pioneer in loyalty strategies and measured marketing, suggests looking for loyalty programs with meaningful rewards that are easy to earn and redeem. “In the sluggish economy, there's never been a better time to take advantage of every scrap of value from loyalty programs,” says Pearson.
Here are some of Pearson’s insider tips:
- Read the fine print and know the terms and conditions before you join.
- Make sure you'll be able to earn enough from a given program that it's worth your time—without changing your lifestyle.
- Spreading shopping over too many programs dilutes the value of rewards, so count the number of cards in your wallet. If you don't use them all, start paring down.
- Earn from multiple programs at once. For example, some airlines offer miles if you shop at certain stores or eat at certain restaurants. If you used a rewards credit card at one such restaurant, you would earn points from your card at the same time as you earned miles from your airline.
- Don't forget "soft benefits” like free shipping, free alterations and members-only shopping hours.
But Should You Share Your Personal Info With a Retailer?
“The irony is that creating customer loyalty is rarely the ultimate aim of customer loyalty programs,” says Dr. Lacey. “Instead, [the real aim] is to collect customer information they otherwise wouldn't get.” So the next time a cashier asks if you’d like to become a “rewards member,” you may want to take a second to evaluate whether the savings will be worth the cost of giving away information on your shopping habits.
RELATED: Why You Should Guard Your Zip Code
We'll take a look at the ins and outs of some popular rewards programs. This should just be a guide to help you know which are worth your time, not a comprehensive review of their programs. For more details, ask at the retail store or look online.
|Retail Outlet||Basic Loyalty Program||Special Credit Card?||Extras|
|Safeway||1 point for every $1 spent on groceries.||No||Members-only sale prices and personalized deals on items you buy the most. Rewards points can be used for discounts at Safeway gas stations.|
|CVS||2% back on everyday purchases in the form of CVS "bucks." Join Extracare Pharmacy-->$5 in reward bucks for every 10 prescriptions. ExtraCare Beauty Club-->$5 in reward bucks for $50 spent on beauty.||No||Personalized coupons and weekly members-only sale prices.|
|Ace Hardware||$5 Reward for every 2,500 points (1,000 bonus points at sign up and 10 points for every $1 spent).||With Ace Visa card, up to 10% back quarterly in Ace Rewards Points; up to 5% back on Ace purchases, 2% back on gas and groceries, 1% in Rewards everywhere else.||Special members-only offers and in-store discounts.|
|Diapers.com Family (Soap.com, Wag.com, etc.)||5% back on all eligible products. Rewards automatically applied to your next order; maximum reward per order is $20.||No||For every customer referral, they'll donate $5 to charity or give you $5 credit each time your friend shops a new site in their network (up to $45). Friend gets 20% off first order at each site.|
|Target||No rewards program if you don't sign up for a credit or debit card.||REDcard credit and debit cards both save you 5% on Target purchases, plus give you free shipping and an extra 30 days for returns.||Choose an eligible K-12 school and Target will donate up to 1% of your REDcard purchases.|
|Starbucks||Earn 1 star per purchase. 1 star=free birthday drink. 5 stars=free refills. If 30 stars in 12 months, "Gold" status=free drink for every additional 12 stars, personalized Gold Card and special offers.||No||Receive special offers and coupons via email or text once you achieve "Gold" status.|
|Sephora||1 point for every $1 spent. For 100 points, choose a deluxe sample; for 500 points, get a limited-edition full-sized product.||No||Free birthday gift, and may receive invitations to members-only events.|
|Gap||No rewards program if you don't sign up for a credit card.||Gap Visa Card: $10 Reward Card for every $200 spent. GapCard (only used in Gap stores): 1 point per $1 spent; $10 Reward Card per 1,000 points.||Advance notice of sales, birthday savings and deals every Tuesday.|
|Sports Authority||1 point per $1 spent. Earn points in 3-month periods, and then get 5% back in "Reward Bucks."||No||N/A|
|Best Buy||1 point per $1 spent at Best Buy. $5 reward certificate for every 250 points.||"Reward Zone Platinum Mastercard" gives 2 points per eligible dollar spent (comes out to 4% back in rewards).||Special events & members-only offers. Become "Premier Silver" member by spending $2,500 in a year and earn 25% more points & free shipping.|