Research Gives Insight In To Customer Loyalty Schemes

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6th July 2012 16:09 - Retail

A survey of 400 Americans, carried out by ‘Ask Your Target Market’, recently enquired about participation in loyalty card schemes.

Results showed that three quarters (76%) of Americans take part in loyalty card schemes, with almost 2 in 5 (37%) stating they participate in more than two. Women, high earners and those aged between 35-55 were most likely to take part.

The most common loyalty scheme for people to be part of was grocery stores and supermarkets with almost 9 in 10 (87%) of people with loyalty cards participating in these schemes. In second and third place were pharmacies/drug stores (58%) and retail/clothes shops (43%). Airlines had the lowest percentage of participants with 17%.

When asked what rewards they preferred for partaking, discounts proved to be the most popular with 4 in 5 (79%) of loyalty scheme participants naming this as a good reward. Point schemes were also popular with 67% of people liking to save up points for future perks. Half (51%) of participants enjoyed receiving free gifts and the same number held coupons to be a good reward for loyalty.

The survey also demonstrated that it may be worthwhile for Americans who are not currently members of loyalty schemes to participate – 80% of those not currently partaking said that they repeatedly shop at the same stores.

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