use loyalty programmes after you have a brand worth being loyal to US research completed in 2017 found that 77% of consumers participate in a retail loyalty programme. In Australia, loyalty programmes abound with the well-known Coles, Woolworths, Myer, and David Jones loyalty programmes in addition to a plethora of programmes offered by smaller businesses. […]

use loyalty programmes after you have a brand worth being loyal to US research completed in 2017 found that 77% of consumers participate in a retail loyalty programme. In Australia, loyalty programmes abound with the well-known Coles, Woolworths, Myer, and David Jones loyalty programmes in addition to a plethora of programmes offered by smaller businesses. Loyalty programmes are ubiquitous. But how effective are these loyalty programmes, and to what extent do loyalty programmes actually take the place of brand loyalty? Loyalty programmes seem to be most common in industries were brand loyalty is lowest, commoditisation is highest, and the attention to values is virtually non-existent. Top of the list in this regard are: • Supermarkets and department stores • Hotels and airlines These are the industries where loyalty programmes are most common, and brand loyalty is most difficult to secure. It is also interesting to note that in the US:…