Keep them sweet

Simon & Garfunkel were ‘one step ahead of the shoe shine’ trying to keep the customer satisfied. These days it’s about having a reliable loyalty scheme and a swift, responsive website.

Two-thirds of UK consumers carry a loyalty card, though the extent to which these are used is debatable.

According to NEMS Market Research (June 2016), the two most prevalent schemes are the Tesco Clubcard (47% of adults), followed by Nectar Rewards (40% of consumers).

The number of loyalty cards in circulation is estimated to be in excess of 50 million with about two-thirds of consumers engaging in one or more schemes.