A: scenario-based surveys

Scenario 1 Point system program:

Imagine: you want to buy a product of company X. You are already familiar with the brand and the prices. Company X offers a loyalty program (point system). With this program you can collect points with every purchase you make. These points can be exchanged for free products, free delivery, discount on certain products, or other rewards. The more purchases you make the more points you will be collecting, and the more rewards you can get in exchange for your points.

The following questions are based on this scenario.

1. To what extend is you purchase based on the price? (besides the loyalty program)

2. How important is the brand of company X (name, product, and image) for your first purchase?

3. How likely is it that you will buy your first product at company X because of the loyalty program?

4. What is the reason that you would buy the product because of the loyalty program?

5. Would this loyalty program make you feel more loyal to company X?

Now imagine: You have bought your first product from company X. You are now part of the loyalty program (point system) and are collecting points. These can be from now on be exchanged for rewards.

The next questions are based on this scenario.

6. How likely is it that you would make a retention purchase at company X because of the brand

(name, product, image)?

7. Would acquiring points for every purchase you make stimulate you in making more purchases

at company X?

8. Would this loyalty program make sure that you would feel more sympathy for company X?

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10. Would you faster make a retention purchase if you know that the products that you can buy

with your point are unique? (e.g. certain privileges, or products that cannot be bought separately on the website)

11. Is it a must for you that the rewards that you can get with your points are unique?

Scenario 2 Tier reward system

Imagine: You want to buy a product at company X. You are already familiar with the company’s brand and the current pricing strategy. Company X is using a tier reward system (loyalty program). With this program you can collect points to achieve a higher tier. The higher your tier is, the more valuable will be the rewards you can get. With this loyalty program you are not only collecting points with every purchase you make, but you can gain additional points – and so more valuable rewards – the longer you stay a loyal customer.

The next questions are based on the scenario.

1. To what extend is you purchase based on the price? (besides the loyalty program)

2. How important is the brand of company X (name, product, and image) for your first purchase?

3. How likely is it that you will buy your first product at company X because of the loyalty program?

4. What is the reason that you would buy the product because of the loyalty program?

5. Would this loyalty program make you feel more loyal to company X?

Now imagine you have bought your first product at company X. You are now part of the tier reward system and you are ready to collect points. These points can be exchanged for rewards.

The next questions are based on this scenario.

6. How likely is it that you would make a retention purchase at company X because of the brand

(name, product, image)?

7. Would acquiring points for every purchase you make stimulate you in making more purchases

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8. Would this loyalty program make sure that you would feel more sympathy for company X?

9. How likely is it that you would make use of your points and exchange them for rewards?

10. Would you faster make a retention purchase if you know that the products that you can buy

with your point are unique? (e.g. certain privileges, or products that cannot be bought separately on the website)

11. Is it a must for you that the rewards that you can get with your points are unique?

Scenario 3: referral program

Imagine: you want to buy a product of company X. You are already familiar with the brand and the current pricing strategy. Company X is using a referral program. With this program you can collect points by recommending people company X and to let them make a purchase. With the first purchase you make you will get a unique code which you can share with your friends/family and on social media. When people use your code in their purchase you will get points which you in turn can exchange for discounts or free products.

The next questions are based on this scenario.

1. To what extend is you purchase based on the price? (besides the loyalty program)

2. How important is the brand of company X (name, product, and image) for your first purchase?

3. How likely is it that you will buy your first product at company X because of the loyalty program?

4. What is the reason that you would buy the product because of the loyalty program?

5. Did you buy a trail package because someone in your neighborhoods recommended company

X?

6. Would this loyalty program make you feel more loyal to company X?

Now imagine you have bought your first product from company X. You have received your unique personal code which you can share with everyone you want to share it with. People using your code will give you a discount on your next purchase.

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7. How likely is it that you would make a retention purchase at company X because of the brand

(name, product, image)?

8. Does this loyalty program stimulate you in making additional purchases at company X?

9. Would this loyalty program (referral program) make sure that you feel more sympathy for company X?

10. How likely is it that you would share your personal code with friends, family and strangers, to also buy products from company X with your unique personal code?

11. When you would share your code with whom would you share it?

12. Would you share the code, if a new customer that uses your code in their purchase rewards you

with a €2.50 discount voucher?

13. Would you only share your unique personal code if your friend would also get a discount?

14. What rewards would you rather get in return for recommending company X?

Scenario 4: Loyalty card program

Imagine: you want to a buy a product from company X. You are already familiar with the brand and the pricing strategy. Company X is using a loyalty program. With this loyalty program you are awarded points for every referral you make, for every survey/questionnaire you fill out, for every purchase you make, and for every post of company X which you share in your own social-media timeline. Your collected points can be exchanged for discounts, free products, or other rewards.

The next questions are based on this scenario.

1. To what extend is you purchase based on the price? (besides the loyalty program)

2. How important is the brand of company X (name, product, and image) for your first purchase?

3. How likely is it that you will buy your first product at company X because of the loyalty program?

4. What is the reason that you would buy the product because of the loyalty program?

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Now imagine, you bought your first product from company X. You are now part of the loyalty program and ready to collect points. These points can from now on be exchanged for rewards.

The next questions are based on this scenario.

6. How likely is it that you would make a retention purchase at company X because of the brand?

7. Does this loyalty program (loyalty card program) stimulate you in making additional purchases

at company X?

8. Would this loyalty program make sure that you feel more sympathy for company X?

9. How likely is it that you would make use of your points and exchange them for rewards?

10. Would this loyalty program stimulate you to fill out surveys/questionnaires of company X in

return for points?

11. Would you recommend company to friends, family and share on social media in return for points?

12. Would you faster make a retention purchase if you know that the products that you can buy

with your point are unique? (e.g. certain privileges, or products that cannot be both separately on the website)

13. Is it a must for you that the rewards that you can get with your points are unique?