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eMoney News

Businesses 'need to make the most of loyalty schemes'
5 Sep 2011

Retail businesses need to take action to familiarise themselves with the shopping habits of their loyalty scheme members to attract higher levels of custom, it has been suggested.

In a recent interview with Retail Gazette, Cindy Etsell - Head of Retail at technology solutions company SAS - called on companies to take action to improve their services in a bid to stay competitive.

The expert claimed that by analysing data acquired from loyalty card users, retailers are able to learn an abundance of information about their clients, including what they purchase and when they buy items, as well as the most popular products.

Ms Etsell's comments emerge after a high number of businesses have reduced prices and launched promotional offers to attract increased numbers of customers.

"Retailers are absolutely missing a trick when it comes to loyalty - many retailers have customer loyalty programmes, but many do nothing with the data they hold," she remarked.

Meanwhile, Josephine Boyd - Commercial Director for iVoucher - highlighted the high number of people who look for discount offers when selecting restaurants to dine in.