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Loyalty schemes 'should have an air of mystery'
20 Apr 2011

Holding back from giving out all the details of a new loyalty programme is one way of ensuring that it interests potential customers, firms have been advised.

According to Uber UK, businesses should attempt to "create an air of mystery" around their loyalty scheme and could also consider surprising customers with unexpected rewards to retain their business.

However, out of the blue rewards should remain relevant to the needs of the customer base and need to be researched, firms were advised.

The company noted that for any business to be successful, customer retention is essential and identified an interesting customer loyalty scheme as one of the top tips to ensure no consumers are lost.

Before coming up with a new customer loyalty programme, companies should take the time to consider what they want the offer to achieve from the idea and may also want to set specific and measurable outcomes and goals.

Top Ten Wholesale recently highlighted a "genuine" customer loyalty scheme as a surefire way of developing the potential of a business, using the Tesco Club Card scheme - which now has 35 million members worldwide - as a good example.