Loyalty cards

Date of publication: June 15, 1997

Company: Ipsos MRBI

Abstract:

In the United Kingdom, the retail loyalty card market has become highly developed within a very short space of time. Whilst several retailer schemes have existed for a number of years, it has been the relatively recent launch of loyalty card initiatives by the main food retailers that has had a significant impact on this market. Using data from RSL’s Strategic Initiatives Monitor (Simon), an independent monitor of loyalty card schemes, supplemented by qualitative follow-up interviews, this paper examines consumers’ usage of and attitudes towards loyalty card schemes and to what extent they are influencing store choice and in-store behaviour. The paper also briefly examines the changing role of research in the light of retailers’ increasing sophistication in sourcing and analysing data from their own loyalty card databases.

Rowena Patterson

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