Colloquy.com reports that a new survey suggests that 50 percent of US consumers belong to at least one loyalty marketing program, and that of these members, 56 percent claim that membership influences their buying behavior.
The strongest categories for loyalty cards: credit cards and travel businesses.
More than 30 percent of those who said they did not belong to such programs said it was because they believed such initiatives lacked any real value.
The strongest categories for loyalty cards: credit cards and travel businesses.
More than 30 percent of those who said they did not belong to such programs said it was because they believed such initiatives lacked any real value.
- KC's View:
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We’ve felt for a long time that the biggest problem with most loyalty programs in the food retail business is that they aren’t loyalty programs…but rather just glorified discount/coupon schemes.
Add to that the fact that many of them have taken on a “me, too” sameness…and that there is very little that is new, noteworthy or imaginative about any of them.
Which would explain why half the country (or at least half the respondents) doesn’t use them, and why many of these folks don’t believe in their value.
