Over 90% of UK consumers are signed up to a loyalty scheme, swiping their cards at the checkout around three times a week. But a research from Ecrebo reported a generation gap in how younger users view loyalty programmes.
While 91% of UK customers are members of loyalty schemes, this figure drops to 83% of 16-24 year olds. And 36% of 16-24 year olds find traditional loyalty schemes too complicated, compared to 27% of shoppers over 25.
Nearly a third of younger shoppers also find the sign-up process for loyalty schemes too long.
According to the report, this generation of shoppers are looking for more than just points: 74% want personalised rewards, 89% want them to be quick and easy to use, and 49% want cardless schemes.
