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Checkout at 40: Dunnes Stores Value Card Most Popular With Consumers (Aug 2002)

Published on Oct 28 2015 7:42 AM

Checkout at 40: Dunnes Stores Value Card Most Popular With Consumers (Aug 2002)

This year, Checkout commemorates its 40th anniversary and with this in mind, every week, Retail Intelligence is going to ‘reel in the years’ and publish a story from our extensive archives. This feature from August 2002 takes a look at what was the most popular loyalty scheme in Ireland at the time, tying in nicely with this week's Empathy Research topic.

Dunnes Stores Value Club is the most popular supermarket loyalty card scheme in Ireland, according to new research.

When asked which loyalty card was the best, 30% of people surveyed by the Market Research Bureau of Ireland (MRBI) nominated the Value Club.

The Tesco Clubcard scored 19% of the vote followed by Superquinn’s Superclub, which recorded 10%.

Most card holders prefer converting their points to shopping vouchers (65%), however a minimal amount of people surveyed said they exchange points for gifts in a catalogue (13%) or exchange points for travel benefits (6%).

Of the 445 people surveyed, 50% had a Dunnes Value Club card and 46% had a Tesco Clubcard, while 22% are part of Superquinn’s Superclub.

Fifty-seven percent of females surveyed have joined the Dunnes Value Club, but only 25% of males have the card.

Dunnes recently withdrew its loyalty card in Northern Ireland, citing the high cost of implementing the scheme as the reason for the card’s withdrawal.

© 2015 - Checkout Magazine

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