Argos exposes loyalty attitudes

Card villains, card cynics and card sluts are just some of the categories that consumers fall into when it comes to their attitudes towards store loyalty cards.

This is according to the latest research by Argos Business Solutions (ABS) – the loyalty and incentives division of catalogue store Argos. The study was undertaken by Hallam Hopper Associates, examining store loyalty schemes and users.

Consumers fall into six categories, according to the research. Card villains are loyalty schemes which involve too much time and effort and ultimately earn little reward. Card heroes put little responsibility on the customer, keeping them well-informed and offering immediate results. Card enthusiasts are truly loyal customers. Card cynics use their cards reluctantly not really believing they can get something for nothing. Card sceptics would rather keep the money in their purses than take part in the scheme. And card sluts believe most cards do not accumulate points fast enough.

Phil Gayton, general manager of ABS, comments: “The findings validate our long-held belief that true loyalty rewards have to be more than straight store discounts. Consumers are far smarter than many marketers give them credit for.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here