Loyalty cards and the insight they bring have proven invaluable to businesses. However, discounted prices hold an appeal, particularly with today’s money-pressed shoppers.
Though loyalty programmes are a great asset, businesses shouldn’t become complacent. Customers tend to get used to loyalty programmes quickly, so a reward scheme should not be allowed to become too familiar. The rumoured plans of a digital Clubcard later this year is a great example of how updating an existing programme, which will allow customers to tailor their rewards, can secure interest.
Ian Horsham, divisional director for promotions and incentives, The Grass Roots Group