Loyal partners must share all

“The development of loyalty consortia may be an idea before its time” writes Sean Brierley (MW January 31).

But Shell’s card isn’t the first casualty. AT&T’s similar concept attempted to break new ground by match-making petrol and grocery retailers. They never managed to make it up the altar and eventually AT&T gave up disillusioned.

As the people who build, run and analyse a number of large loyalty schemes including the Do-it-All bonus card, we accept the advantages of offering cardholders a broader range of benefits from a few large alliances.

But in order to achieve sales objectives one must be able to influence the database. If one of the partners is prevented from doing this, and the shared database is the only source of information then an inevitable “tug of love” ensues and it all ends in tears.

Maybe Sainsbury’s saw this as a problem?

But this doesn’t, as Sean wonders, mark the death of the loyalty scheme. Loyalty can still be a powerful influence on profits, so maybe the answer lies in “partner retailers” forcing themselves to identify at the outset just what their loyalty scheme is intended to do.

And if your loyalty scheme isn’t working, don’t blame the concept, fix it.

Andy Wood

Business manager

NCH Promotional Services

Milton Keynes

Buckinghamshire

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