Grocery Retailing and the Loyalty Card

This paper examines the issue of loyalty cards: of interest both to the marketing community in terms of their commercial effectiveness within the market, and to market researchers through the requirement to measure and evaluate their performance in a relevant and effective way, as well as their potential impact on the 'information marketplace'.
  

Grocery Retailing and the Loyalty Card

Judith PassinghamTaylor Nielsen AGB

Loyalty cards are not a new phenomenon. It could be argued that Green Shield stamps were a form of loyalty card. Introduced in the 1970s, they were discontinued when it was realised that their saturation was such that participants had lost the commercial advantage which drove their initial introduction. The commercial success of the enterprise led, somewhat ironically, to a nil sum game. This is a point which will not elude the grocery industry within the context of the current loyalty card scenario. The circumstances leading to...

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