Research: Consumers Spend Loyalty Points and Cash Differently.

The article discusses how consumers spend loyalty points and cash differently. The authors conducted a study analyzing data from 29,000 loyalty points transactions made by 500 airline loyalty program consumers. They found that consumers fell into four categories: money advocates, currency impartialists, point gamers, and point lovers. Each group has different attitudes towards points and money, and businesses can leverage these attitudes to create personalized loyalty strategies. The article emphasizes the importance of understanding consumer segmentation and tailoring approaches to enhance loyalty, engagement, and growth. [Extracted from the article]