Why loyalty cards alone will not build brand loyalty

Gill Davies

Discusses the value of loyalty cards issued by major retailers. Questions whether they are actually effective in increasing customers' commitment to a store.

Why loyalty cards alone will not build brand loyalty

Gill Davies, ACNielsen, looks to a future of true loyalty-building schemes delivering long-term benefits through enhanced customer satisfaction

Gill Davies

How many plastic loyalty cards do you have in your wallet or purse? Judging by the statistics, quite a few. But have they encouraged you to be more loyal to the products or services concerned? That is a moot point.

On first glance, one must imagine that they do - why else would loyalty schemes proliferate? Industry estimates suggest there are in excess of 150 retailer card-based, nationwide schemes currently in...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands