The news that Starbucks is considering launching its My Rewards scheme in the UK (MW last week) begs the question: is the future of loyalty programmes a universal card that can be used on a variety of brands to earn incentives?
Consumers are now taking the power back from brands and are increasingly selective about who they give their personal data to. It used to be the consumers who could earn points for loyalty, now it’s the brands that need to gain loyalty from consumers and get them to sign up to their card.
A single convenience card would not only free up space in people’s purses, it would enable card users to register and have a personalised relationship with the brands they want to hear from.
Paul Godwin, planning director