This year’s Imperatives for Customer Loyalty study finds three-quarters (77%) of British consumers are members of one or more loyalty schemes. Among these members, seven in ten (69%) are satisfied with their schemes and only one in 20 are dissatisfied.
When asked in more detail about why they were satisfied, members of loyalty schemes in Britain comment that ‘points’ (and, more specifically, being able to use points in lieu of cash) were the main reason for satisfaction (35%), with ‘discounts’ (25%) and ‘rewards’ (24%) following some way behind that.
Supermarkets enjoy the highest loyalty scheme take up of all sectors in the study:
- 68% of British consumers are members of any supermarket loyalty schemes compared to 28% for petrol stations – the nearest rival.
- On average consumers in Great Britain are members of two supermarket schemes.
- Women are more likely to be a member of any supermarket scheme than men (75% vs 62% respectively).
- More consumers aged 35+ have scheme membership (77%) than their younger counterparts (55%).
However, supermarkets also illustrate an interesting point in loyalty scheme behaviour.
Read the full article here.