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eMoney News

Majority of Brits 'subscribe to loyalty programmes'
27 Jun 2011

The majority of Britons are members of at least one loyalty scheme, new research shows.

According to a study by Analysys Mason and Buongiorno, 73 per cent of Brits are members of non-mobile loyalty programmes, including ones earning store points or frequent flyer miles.

Despite this, the uptake of mobile loyalty schemes appears to be slower, with only 29 per cent currently participating in initiatives offered by their mobile phone operator.

Just over a quarter (27 per cent) said they take part in schemes offered by their operator to encourage them to increase their spend.

Global head of telcos product solutions at Buongiorno Adhish Kulkarni said operators can see "gross revenues increase typically between four per cent and nine per cent" if they implement a loyalty campaign.

Paddy Power Bingo recently launched a new loyalty scheme to reward its frequent users.

The initiative, called Paddy Power Bingo Star Rewards, began earlier this month.