Co-operation is key to loyalty

Alan Mitchell (MW August 30) in discussing loyalty schemes develops the idea further by proposing the concept of consumers forming buyer groups.

This idea has already been developed, its called the Consumer Co-operative Movement which has recently celebrated 150 years of trading.

Richard Rowe

Alan Mitchell replies: The Co-op was a pioneer in at least three ways: as an organiser of consumers, as an inventor of the loyalty scheme concept through its “divi” and as a brand that transcended the conflict (real and/or perceived) between the interests of customers and shareholders. What my article tried to do was highlight the potential opened up by the application of the first two of these ideas to modern conditions, using new technologies. Add the third idea as well and that would be really interesting.

Bristol

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now