Global loyalty marketing agency ICLP’s new survey revealed innovative loyalty programmes are high on the agenda for consumers considering retailers, with 41% saying they would be encouraged to spend more with a brand if they had a loyalty programme.
Meanwhile, 48% said that discounts on future purchases were most important to them, and 42% said that they would spend more if they could get free delivery on a day of their choosing.
Mary English, general manager at ICLP commented, “Gone are the days when a loyalty card alone would encourage consumers to choose a particular retailer above all others – the stakes are much higher now. 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.”
The survey found that while consumer interest in loyalty programmes is high, as 41% of shoppers stated they would be encouraged to shop more with a brand if it had a loyalty programme, retailers need to look beyond traditional points-based programmes to find ways to inspire higher or more frequent spend from shoppers.
Some figures to consider for your next strategy meeting: