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Store loyalty cards swing customer favour - study

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26th Jul 2012
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Consumers are more likely to purchase from a brand or store if it offers a loyalty scheme, new research has shown.

According to the survey of 2,000 UK adults by Plastic Card Services, two thirds of Brits said such schemes make them feel more loyal and over 80% would replace a card if they lost it.

Additionally, the research showed London shoppers were the most savvy with consumers on average holding 4.05 loyalty cards in their wallet or purse, second only to those in the South West who typically carry 4.3 cards.

Consumers aged over 55 are five times more likely to use loyalty cards than those under-25, said the research. However eight out of ten under-25s said that they feel greater allegiance to a brand for which they hold a card.

Rob Nicholls, MD of Plastic Card Services, said: “It is astonishing to think of the impact loyalty cards have had on consumer purchasing behaviour over the past 30 years, and as our survey shows, the demand for them and their associated rewards is continuing to grow. In fact, we found that around 80% of the UK population use a loyalty card at least once a week – they’ve really become engrained in our day to day culture.

“And despite a step towards digital mediums across almost every aspect of our lives, the loyalty market is one where consumers still prefer a physical product. Our survey revealed that while new technology has seen the development of mobile loyalty apps, less than a fifth (18.9%) said they would swap their cards for an app.”

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