Confused.com in loyalty drive

Confused.com has launched a one month only rewards scheme to “thank” customers that buy car or home insurance in November, as brands in the fiercely price comparative sector switch effort to retention.

The site is offering customers a 2-for-1 dining cards. It claims the short-term loyalty drive reflects the “increasing importance” of discounts and offers in the face of rising household bills.

Price comparison sites are increasingly turning their attention to garnering loyalty after spending heavily on above the line brand campaigns – Moneysupermarket, GoCompare, Confused.com and Comparethemarket spent a combined £247m in the last three years, according to Nielsen – to boost recognition over the last two years.

Comparethemarket.com is offering customers the chance to claim a free toy in the image of the characters that appeared in its comparethemeerkat ads.

Confused has maintained its advertising presence in 2011 with several campaigns starring singing brand character Cara.

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