Brands need to evolve their loyalty schemes to focus on customer experience and service, rather than discounts and prices, if they want to get the most out of the schemes. That is the conclusion of a new report into loyalty schemes and their impact on Britons’ shopping behaviour.

The study, conducted by Nielsen, found that British shoppers are among the most likely in the world to have a loyalty card but among the least likely to actually use them.

The data shows that 89% of Britons are a member of a loyalty scheme, ahead of the global average of two-thirds of shoppers and behind only Finland. They also have one of the highest numbers of loyalty cards per shopper – at 3.6 – behind only Japan and Lithuania.

Bron en volledig bericht: Marketingweek