Consumers aren’t just looking for deals—they’re looking for brands they can trust. Nearly 80% of consumers say they’d be more likely to try a new retailer if it appeared in their bank’s rewards program, according to a new report from EMARKETER and Chase Media Solutions.

For advertisers, the report details powerful tools for building real loyalty and creating meaningful connections with consumers. Here are five insights that marketers should know.

1. Cash-back offers drive discovery

Cash-back rewards can be key gateways to developing long-term customer relationships.Some 63.1% of consumers have tried a new brand because of a cash-back incentive, according to the report.

• That figure jumps to 80.5% among frequent users of cash-back programs.

Notably, 69.9% said they would continue shopping with a merchant for at least six months after a positive cash-back experience.

2. Trust in financial institutions boosts ad effectiveness

Brand safety and trust come built-in when you advertise through financial media networks, an edge in today’s cautious consumer climate. Featuring an offer in a bank’s rewards program significantly enhances its appeal.

• 79.4% of consumers are more likely to buy from a new retailer if it’s featured by their bank.
• 68.5% of consumers trust retailers included in their primary bank’s rewards programs; this rises to 87.2% among frequent reward users.

3. Personalization is non-negotiable

Marketers must tailor offers based on behaviors, life stage, or even product categories to connect meaningfully with consumers, according to the report.

• 85.2% of consumers say personalized rewards are at least somewhat important; 52.4% rate them very or extremely important.

The more often people purchase, the more important personalized deals are. Personalized rewards are more likely to be extremely important for those who purchase daily than for those who purchase less frequently, the survey found.

4. Consumers want easy, valuable rewards

Clear, frictionless rewards get used, appreciated, and remembered by consumers, the report found.

• 74.8% of consumers find cash-back on purchases the most appealing reward type, followed by redeemable points (52.9%) and merchant-specific discounts (40.4%).
• But ease matters. Complexity in redemption can undermine value perception.

5. Demographic targeting reveals strategic opportunities

Reward strategies should mirror your audience segments—by age, income, or app usage—to maximize engagement. Different groups prioritize different rewards.

• Younger adults (18 to 27) prefer entertainment, electronics, fitness, and experiences, per the report.
• Older adults (60-plus) prefer grocery, gas/auto, dining, and garden-related rewards.
• High-income consumers (those who own more than $250,000) overindex on travel rewards.

Among first-time reward users, 72.4% are drawn to grocery-related offers, making these an ideal entry point for program adoption

Read the full report.

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.