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Loyalty schemes 'need to focus on keeping customers coming back'
13 Oct 2011

Loyalty schemes need to be designed so that they focus on what really keeps customers coming back.

This is according to First Retail, which said in an article for Photo Imaging News that price is now less of a consideration because consumers can get so many discounts elsewhere, such as online.

"Smart retailers are quickly shifting from a discount or rebate model to a value-based platform where price is less the deciding factor," it commented.

For instance, communicating regularly with loyalty cardholders is one idea to keep them engaged, while regularly changing in-store offers may be another.

Promotions that cannot be found elsewhere - such as spin the wheel games for prizes - could be another useful idea for shops to add to their loyalty schemes, First Retail suggested.

Doing something like this while also retaining an exciting store environment should keep businesses successful, it concluded.

Earlier this month, Campaign Live reported that Starbucks is to improve its loyalty scheme in a bid to increase its custom.