What it means to be loyal

I’ve recently become aware of how much the market has been flooded with vouchers. In the post I receive vouchers from Boots and Nectar vouchers, but they don’t really help me buy what I need at a better price and they often go unused. Now, I also receive some voucher codes by SMS from brands which I have never shopped with. These types of offers are even less relevant to me. But even more surprising are the voucher blasts that come my way on the web. You seem to be able to find e-vouchers everywhere and for any brand you want telling you to just print and use: Ask, Argos, Asda, B&Q, Sainsbury’s, Pizza Express… I could carry on.

I’ve seen so many price deals on the high street: after the months of “Closing Down” sales went by, when we saw retailers going under immediately after the crisis hit, we then saw another wave of front-windows crowded with posters intended to lure us into stores promising £s off. A price war had broken out. Now I’m sure I’m not the only one keeping a closer eye on my cash and not spending at my discretion but one thing I am not about to do is simply chase the cheapest deal. I will plan and cut down on my spend but I’m still thinking about value, service and getting what I need – not whatever the cheapest option is.

The Logic Group worked with Ipsos MORI on a survey into loyalty earlier this year and discovered that consumers’ feelings of loyalty have dropped over the last 12 months, especially when it comes to supermarkets as compared to any other sector.

Most people would agree that loyalty is a good thing; whether in terms of inter-personal relationships, or in the choices we make about who we do business with.  However recent debate surrounding the usefulness and validity of loyalty programmes have left many questioning the true purpose of rewarding loyalty.