Do loyalty cards really work?
Posted by Stuart Lauchlan in Customer intelligence on Sat, 05/09/2009 - 17:08
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- The number of loyalty schemes operating has increased 2.5 times over the last 10 years
- 41% of the top companies are currently running a scheme
- Effective use of personal details handed over by loyalty scheme members has yet to result in relevant communications
- The high level of targeting and personalisation that ought to come from loyalty scheme membership is not being realised
- There are concerns with new technological developments such as RFID-enabled loyalty cards
A recent survey has discovered that while many of us own loyalty cards for particular companies, the personal details handed over by loyalty scheme members has yet to result in improved communications.
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