Competition in retail has never been fiercer. With the growth in available channels and online retailers like Amazon selling everything from books to clothes to household cleaning products and even food, all retailers need to look at driving loyalty amongst their customers. However, when implementing a loyalty programme there are many things to consider before rolling it out to customers.
Loyalty schemes shouldn’t be implemented without knowing why one is needed, and what it’s trying to achieve. Just like any other planning that retailers undertake, the same diligence needs to be applied before a loyalty programme is put in place. Loyalty campaigns should focus on rewarding customer loyalty, not selling more products. The latter will come but can’t be the overall driver for a programme.
