BRIANWOOLF.COM

Welcome Marketing & Loyalty Speaking & Connecting Brian's View Books by Brian Marketing Studies Contact Us

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

Why people join loyalty schemes - and why not

Despite enrolment in loyalty programmes increasing across all retail categories, nearly one third (32%) of consumers say they remain worried about the safety of the personal data held by those programmes, according to research by Mintel.

The study found that the soaring participation in retailer loyalty programmes does not necessarily translate to genuine loyalty, and that relevant communications are increasingly essential in loyalty programme engagement.

In the survey, more than one in ten loyalty programme members (13%) expressed frustration or dissatisfaction about too much personal information being requested during loyalty programme enrolment, as well as a lack of control over the privacy of their information (10%).

"Reassurance of privacy is undoubtedly a key strategic tool in loyalty programme engagement, but there is a paradox at play here between personalisation and privacy," said Ika Erwina, retail and technology analyst for Mintel. "Ironically, even though loyalty programme members crave a more personalised, relevant experience, they also show concern about sharing the information required to enable the retailer to deliver on this desire."

Some 16% of retail loyalty programme participants said these programmes are not well tailored to their shopping habits, and this was especially true for Millennials at 20%.

Age is also strongly correlated with the types of loyalty programme to which consumers belong. While those aged 35+ are most likely to be members of supermarket loyalty programmes, 18-34 year-olds tend to enrol in foodservice, mass merchandiser, online retailer, convenience stores, fuel, or dollar discount store programmes. Club store memberships are also popular among younger age groups.

According to Erwina, "Given Millennials' strong propensity toward environmental and social responsibility, retailers may need to incorporate social issues into the programme to improve awareness and participation."

The big question was what makes a loyalty programme especially attractive to consumers. Ease of redeeming rewards (55%), ease of earning points (51%) and monetary rewards (51%) were all cited by consumers as being important. Meanwhile, 36% said they are drawn in by access to exclusive deals and coupons, while 22% are looking for easy enrolment options.

Sources: Mintel / The Marketing Factbook.
Copyright © 2013 - 2026 The Marketing Factbook.

Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How
Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)