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...