Loyalty cards uptake on the up
Nearly three quarters of UK adults feel more loyal to a brand if they own a loyalty card for it, new research shows. The new study also shows uptake is rising, with the majority of those surveyed owning more cards than they did five years ago.
Commissioned by Plastic Card Services (PCS), the questionnaire found that customers aged between 25 and 54 were the most frequent card users, while people in Northern Ireland and London were considered the most loyal.
Those living in the North East use loyalty cards the least, with only 60 per cent frequently using supermarket loyalty cards, compared to nearly 80 per cent in Scotland.
“The figures show that loyalty cards definitely have a positive effect on customers, not only in terms of driving sales, but also increasing brand loyalty, ensuring that people come back time after time,” explained Rob Nicholls, MD of Plastic Card Services. “In this difficult economic climate, people are looking to make savings wherever they can, and loyalty cards provide a convenient way of cutting bills, while also making it clear exactly how much they are saving.
“Of those surveyed, the majority said that they save points for larger purchases, building up their balance over the course of the year, before spending on higher value items. This presents the opportunity to increase footfall throughout the year, while also raising the number of high-value purchases made by repeat customers.”
For the second year running the survey has shown that the nation’s favourite loyalty card is Tesco’s Clubcard, followed by Boots Advantage and Sainsbury’s Nectar. Boots Advantage card has proved to be the most popular among women and shoppers aged under 25.