define success before establishing a loyalty programme This is the first 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. Research in the United States found […]

define success before establishing a loyalty programme This is the first 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. Research in the United States found that 82% of consumers participate in at least one loyalty programme. Highlighting the similarities between the Australian and Unites States markets, research carried out in Australia in 2017 found that 82% of consumers participate in loyalty programmes. The most popular and most successful loyalty programmes in Australia in 2017, were: Coles Flybuys Woolworths Rewards Qantas Frequent Flyer Priceline Sister Club Virgin Velocity MYER One Boost Vibe Club CommBank Awards MyDanMurphy’s Optus Perks Some 73% of Coles’ customers participate in their loyalty programme, and 56% of Woolworths’ customers have a loyalty card. About half of these…