Loyalty schemes benefit brands more than us, say customers
Although three out of five UK consumers use loyalty cards to get money off products and services, they also believe that such programmes benefit brands more than themselves.
A survey among 2,154 adults undertaken by Ipsos Mori on behalf of card processing and electronic fund transfer specialists the Logic Group likewise revealed that 48% of shoppers would be willing to spend more if rewards were more targeted to their requirements.
Antony Jones, the Logic Group’s chief executive, said: "As programmes become more sophisticated, businesses need to address consumer cynicism about the value they add and who benefits from them most, building on loyalty as a key part of the customer journey."
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