tailor your programme to suit your target market This is the fourth 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. A recent study in Australia […]

tailor your programme to suit your target market This is the fourth 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. A recent study in Australia found that 81% of loyalty programme participants did not want a loyalty card that was also a credit card. They wanted a loyalty card that identified them and delivered discounts and other benefits. They wanted to use a standalone credit card to pay for goods and services purchased. It might seem sensible to combine the loyalty card and credit card, but it appears not to be what consumers want. Recent research in the United States found that some 50% of consumers wanted to engage with a loyalty programme through an App rather than having to…