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Should firms aim loyalty schemes at women?
11 Apr 2011

Businesses have been offered advice on how to get the most out of their loyalty marketing schemes.

Writing for the Register, Andrew Charlesworth stated that if enterprises are planning to launch such an initiative, it is worth getting an idea of the audience it will work best on.

He drew attention to the results of the Ipsos Mori 2010 customer loyalty survey.

This revealed that 67 per cent of women belong to at least one incentive that rewards repeat purchases, compared with 57 per cent of men.

Mr Charlesworth stated that although this may seem "frivolous", it is "worth checking if one gender predominates in your customer database and to manage the expectations of your marketing department accordingly".

He stated that at a time when many individuals may be counting their pennies, special offers are an easy way of enticing them to spend money.

These comments come after research conducted by Sainsbury's Credit Cards revealed 28 per cent of individuals consider loyalty schemes to be a deciding factor when choosing a credit card.