Loyal customers demand something back in the age of austerity
Asda, closely followed by Next, is at the top of the UK customer’s wish list for new reward schemes
Asda, closely followed by Next, is at the top of the UK customer’s wish list for new reward schemes.
When asked in a survey commissioned by specialist loyalty marketing agency ICLP, which retailer people would like to see offer a loyalty or reward programme,47% of respondents cited Asda, while over 30% cited Next. The survey also reveals that almost 60% of consumers feel a reward or loyalty programme would strengthen their relationship with the brand.
When asked to pick which brand consumers had the strongest relationship with, 46% said Tesco, followed by Boots with over 20%. Tesco and Boots boast two of the most well-subscribed loyalty schemes, with their Clubcard and Advantage Card programmes. Both recognize the potential of the schemes, with Boots recently announcing external partners to the Advantage Card for the first time and Tesco re-launching its Clubcard online in time for Christmas. Indeed, Tesco have identified the ability to tailor and exploit customer trends obtained through Clubcard data as a key driver of success.
Stuart Evans, ICLP UK General Manager said: “In the age of austerity, it is clear that customers want something in return for their loyalty. When UK shoppers feel the pinch of the VAT increase next year, this call will surely get louder and go out to more and more top UK brands. These brands need to heed this warning, to ensure that the best loved UK companies stay in the hearts of their customers going into 2011”
