The reward from loyalty schemes
Andy WoodGI Insight
A new study shows that loyalty schemes with redeemable reward points are insufficient to keep customers loyal. Consumers now expect money-off vouchers and personalised offers. And many retailers are failing to use personal data they collect to benefit consumers, writes Andy Wood of GI Insight.
Loyalty schemes have become well entrenched as a must-have for most retailers and many other businesses. Even diehards that have long held off jumping on the loyalty scheme bandwagon have relented over the past couple of years and more recent converts among UK retailers...