Since the stellar success of Tesco and their relationship with Dunn & Humby that made the headlines, businesses have gone crazy with loyalty cards, loyalty programs and loyalty hooks for consumers and shoppers. What is the true value of a loyalty card program? Does CRM start with a loyalty card or end with a loyalty card?
Recently I came across an interesting article ‘Rewards that Reward’ in the Journal (may need subscription) that reviewed opportunities with some of the long standing loyalty card programs.
“The biggest problem with loyalty programs, we would argue, is that most retailers adopt a one-size-fits-all approach: They use monetary rewards to encourage repeat purchases. But product discounts won't change buying behavior in the long run in shoppers who value things like personalized service, convenience or shopping pleasure more. These types of consumers may change their behavior to access the price promotion, but they likely will revert back to their regular brands or buying habits shortly thereafter, resulting in, at best, a temporary change in sales and market share.”
The article also identified some obvious issues like, “sameness between programs”; the lack of differentiated from the “me too” syndrome in the retail environment means several loyalty card holders have more than one loyalty card (often competitors)! Rarely do loyalty cards really help develop loyalty?
Is there an issue with the programs or the lack of leadership? Isn’t there someone out there that wants to get in bed with the best shoppers and ignoring all others? I haven’t seen one yet? That’s not to say one wont be ready to step up and deliver!
Chk out these pics of a typical loyalty card holders wallet.
