We recently ran a survey with nearly 200 responses from users of our Webshop across 11 countries, as we look to further understand the motivating factors behind purchasing decisions, redemption experiences, and any improvements they would like to see. While we'll be sharing a deeper dive soon with the detailed data, some clear and interesting results have already emerged.
Key Insights
Webshop Engagement
90% of users said they were successful in finding what they were looking for on our Webshop. A clear positive, and reflects both the appeal and relevance of the rewards we offer on our Webshop, as well as ease of use.
90% of users finding what they want is promising and not surprising, given that we have over 25 years’ experience building a portfolio of 1,200+ brands across 120 countries globally; clearly the fundamentals are working.
The remaining 10% is what really helps us go that next step up, but what are they looking for and how easy is it to rectify?
In the current cost-of-living climate, rewards that support everyday spending are increasingly relevant; supermarket vouchers on our Webshop are more popular than ever globally. While we already offer a strong range of everyday essentials, items like utilities vouchers & fuel cards were mentioned, but these are less common in the UK due to market and regulatory constraints. However, they do present an opportunity for expansion in other regions as we continue to evolve our offering worldwide.
Additionally, while we do offer gaming platforms who provide consoles, video games, and other related experiences, the variety of brands can always be expanded to cater to all tastes. Digital platforms for purchasing apps, music, and subscriptions were also suggested.
All these suggestions are key to understanding our users and helping provide motivational rewards, tailored to regional markets while still providing the big brand names everyone loves.
Other Suggestions
We also asked for general feedback and received some great suggestions, but we were pleased to receive a number of positive comments highlighting what users feel is already working well.
Do you have any other suggestions or improvements for the Webshop?
“I really liked the interface and how intuitive the Webshop is”
“Everything is excellent”
“Webshop is fast and easy to navigate / understand”
These responses reinforce the strong foundations we have already laid, while also encouraging us to incorporate suggested improvements including:
- Greater reward flexibility
- Communication of offers and discounts
- Clear signposting showing users where they can find the best deals and sales
What Stands Out
Firstly, the contrast between rewards that satisfy both needs and wants is particularly intriguing. Gaming and digital platforms appeal more to those looking for some fun, while requests for everyday rewards would help support users in their day-to-day spending.
Secondly, feedback around usability, particularly with the greater flexibility in voucher values, reinforces the idea that small improvements can have significant impacts on user experience.
Looking Ahead
These early findings provide great insight into how users actually see and use our Webshop, and where we can look to enhance it.
In our next post, we’ll dive even deeper, focusing on reward type preferences, how users perceive value, and what this means for future reward strategies.
If you think our Webshop would be a good fit for your reward needs, don’t hesitate to contact our team here at Ovation Incentives. We’d love to hear from you.
Stay tuned for future analysis!
