place the highest priority on data collection and analysis This is the second of five thoughts touching on customer loyalty programmes. Despite the fact that a great brand can build its own loyalty, without offering financial and other incentives, loyalty programmes are increasingly popular, and a growing drain on marketing resources. The most popular loyalty […]

place the highest priority on data collection and analysis This is the second of five thoughts touching on customer loyalty programmes. Despite the fact that a great brand can build its own loyalty, without offering financial and other incentives, loyalty programmes are increasingly popular, and a growing drain on marketing resources. The most popular loyalty programmes are those offered by retailers. Research in the United States found the popularity of loyalty programmes to be as follows: Retail programmes – 77% Hotel programmes – 46% Airline programmes – 40% Loyalty programmes are becoming increasingly common.  82% of Australian adults participate in at least one loyalty programme. But do loyalty programmes work? This is a very good question. Behavioural research has shown, time and again, that loyalty incentive schemes can influence buying behaviour, but they do not build loyalty per se. This is well demonstrated in recent research in the United States,…