Connecting to LinkedIn...

Loyalty programmes key to increasing consumer spend: survey

W1siziisijiwmtyvmdkvmjkvmtevmtcvntcvndmxlziwmtugc2hvchbpbmcgzmluywwuanbnil0swyjwiiwidgh1bwiilci2mdb4ndawxhuwmdnlil1d

Fifty-nine per cent of British shoppers would be encouraged to spend more with a brand if they had a loyalty programme, new research reveals.

Published today by marketing agency ICLP, the study also revealed that 63 per cent of shoppers would be encouraged to shop more frequently or spend more with a brand if they received discounts on future purchases.

Meanwhile, 36 per cent of consumers expected offers that were personalised and relevant to them when they walk into a store, while 18 per cent were likely to spend more in a retail store where they were greeted by name and made to feel like a valued customer.

ICLP surveyed 1014 shoppers nationwide to examine consumers’ attitudes towards brand loyalty and highlight how innovative loyalty programmes were high on the agenda for consumers when considering their preferred retailers.

RELATED: Young shoppers love the high street, but they're increasingly picky

This is particularly true of Baby Boomers, with 74 per cent saying they would be encouraged to spend with a brand that has a loyalty programme.  

While 58 per cent Generation X and 41 per cent of Millennials demonstrated plenty of appetite for loyalty programmes, they wanted the programmes to do more to continue to engage younger audiences. 

RELATED: Study finds retailers must adapt to flexible delivery demands

ICLP general manager Jason De Winne said the “stakes are much higher now” for retailers.

“Gone are the days when a loyalty card alone would encourage consumers to choose a particular retailer above all others,” he said.

“Effective loyalty programmes need to recognise and cater to what customers value, such as being greeted by name when entering a store, personalised offers or VIP events, in order to drive brand engagement and devotion.”

Click here to sign up to Retail Gazette's free daily email newsletter

 

Published on Thursday 29 September by Elias Jahshan

Articles similar to loyalty programmes

Articles similar to brand loyalty

comments powered by Disqus