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Retail

Loyalty Still Reaps Awards, Report Finds

Amarach Research and Chilli Pepper Marketing, an agency that specialises in loyalty schemes, has released an independent report 'Loyalty Performance Index (LPI)', that aims to identify the benefits of loyalty programmes and to outline plans for brands embarking on such programmes.

In its recent survey of different loyalty programmes across the retail sector, the LPI found that the schemes of Tesco, Topaz, Boots and Brown Thomas are performing best in their relative sectors.

The survey was based on the amount of customers registered to and who use their cards regularly, the amount of customers who redeem the rewards and, perhaps most importantly, how much more a loyalty card member is likely to spend than a non-loyalty card member.

Tesco, for example reported that members spend up to 80% more than non-loyalty members, though the use of membership cards fell by 12% in the last year among Irish adults.

Leanne Papaioannou, managing director, Chilli Pepper Marketing,“The Index highlights the shift that retailers have to make which is to focus on the depth of relationship with customers i.e. participation and not only the breadth of customers signed-up i.e. registration for their programme. The winners are those brands that make it easy for customers to redeem, pro-actively entice customers to redeem their rewards and who go out of their way to give customers real, tangible rewards that are of value to them.”

Many brands across all sectors are making investments in developing and refreshing their loyalty programmes.

© 2014 - Checkout Magazine by Paul Campbell.

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