United States Department of Transportation
i
The Potential for Using Loyalty Rewards and Incentives Programs to Encourage Transit Ridership and Regional Transportation and Land Use Integration
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2019-12-01
[PDF-1.37 MB]
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Edition:Final report
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Abstract:The initial inspiration for this research project came from the idea that transit smart cards could be used as a tool for increasing transit ridership, retail sales in transit-oriented developments (TODs) and eventually, increasing retail development in TODs. This might work by expanding the scope and capabilities of transit smart cards to include “customer loyalty rewards” capabilities, thereby increasing patronage of retail businesses located in TODs. From this inspiration, a plan was developed to gather research literature on the relationships between smart cards and transit ridership, between transit ridership and retail activities, and between retail sales and retail development in TODs. In the process of this literature search, examples were identified of programs that have been implemented in North American transit agencies. For three of these cases—in Montreal, Canada; in Minneapolis/ St. Paul, Minnesota; and in the San Francisco Bay Area, California—case study profiles were developed from a combination of source publication materials, traditional and electronic media, and telephone interviews with program representatives.
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