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eMoney News

Data and insight are 'main benefits of loyalty schemes'
12 Sep 2011

Getting to know the shopping habits of the general public is the main advantage of creating customer loyalty schemes for retailers, an expert has suggested.

Sarah Cross, Managing Director of independent advice company Uber, suggested that data and insight were vital in order to place consumers into segmented categories.

The expert went on to suggest that companies are able to increase sales and average spend though establishing loyalty schemes, as well as changing customer behaviour.

By taking steps to engage with shoppers on a personal level, consumers are likely to develop a long-term relationship with particular brands, thus increasing revenue.

"Having a personalised approach to customer loyalty produces some great results and builds trust, which in turn builds loyalty," Ms Cross added.

Last month, energy company Npower announced the launch of its new loyalty scheme that aimed to link its corporate and residential customers with a range of vouchers and discounts.