Loyalty Schemes 2011
Customer loyalty programmes remain very popular with both
businesses and consumers. New schemes are being launched and
participation in customer loyalty programmes is high and rising.
However, the key question is: does this make customers spend more
with businesses whose schemes they participate in? New research for
this report assesses consumers' participation in customer loyalty
programmes to gauge what, if any, impact the rewards and benefits
of these programmes have on spending patterns and behaviour.
Further research assesses how participants prefer to receive
offers from schemes and considers receptivity to increased use of
online communications, especially coupons and vouchers, which is
part of a trend to increase the amount of online, rather than
postal, communications within loyalty schemes.
A series of questions was asked, covering the following
- Personal participation in retailer, multi-user and/or credit
card reward schemes
- Influence of card schemes on choice of retailer
- Personal participation in travel and eating rewards
- Influence of travel and eating rewards schemes on choice of
- Collection of school based vouchers
- Use of loyalty points earned on retail purchases
- Attractions of loyalty schemes
- Attitudes to online activities associated with reward
- Preferred methods of receiving coupons and vouchers
- Frequency and use of coupons printed from the Internet
- How supermarket coupons influence shopping choices
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