Research findings related to Multi Vendor Rewards
Rewards programs increase the Share Of Wallet (SOW) that your customers spend with you. The relationship is stronger when customers are offered rewards in stores with more options such as department stores.
Various factors affect the results of rewards schemes, and poorly designed rewards programs have no result, when customers must carry many cards, one for every store.
When customers are satisfied with the reward scheme of the loyalty card program, they are more loyal and less price sensitive than unsatisfied card holders.
Publications
"Store satisfaction and store loyalty explained by customer- and store-related factors" J. Bloemer, G. Odekerken-Schroder, 2002
"On the impact of loyalty cards on store loyalty: Does the customers' satisfaction with the reward scheme matter?" Nathalie T. M. Demoulin Pietro Zidda 2007
"Scoring Points: How Tesco Continues to Win Customer Loyalty" Humby et al., 2007
"Customer Loyalty Program Management: What Matters to the Customer" McCall and McMahon, 2015
"The effects of loyalty programs on customer lifetime duration and share of wallet" Lars Meyer-Waarden, 2007
"Multiple store patronage: The effects of store characteristics" Masayoshi Maruyama & Lihui Wu, 2014
"Effects of loyalty program rewards on store loyalty" Lars Meyer-Waarden 2015
"What drives customer loyalty in grocery retail? Exploring shoppers' perceptions through associative networks" Isabella Maggioni, 2016