The UK's Retail Times has a trove of stats from a recent 3radical survey of British consumers what British marketers already know: UK consumers want more from their loyalty programmes. The days of issuing issuing points and vouchers without leveraging the resulting programme data to deliver a more relevant, personalised customer experience are over. Today's British consumer demands ever more from their loyalty programme participation.
Some key stats form the 3radical survey:
- 93% of Brits have at some point signed up to be a member of a loyalty programme.
- Three-quarters of respondents (75%) reported being an active member for more than 12 months.
- Despite almost a third of all UK consumers having five or more loyalty cards, almost two-thirds of those surveyed (61%) are active in only one or two programmes.
- Three-quarters (76%) of respondents said that loyalty programmes would be more attractive to them if they provided individuals with more relevant rewards based on their purchase history.
- Over half (59%) said that including the ability for them to earn rewards for activities leading up to a purchase, such as researching the brands products, and providing more information to help the brand be more relevant, would make the programme more attractive.
Money quote from 3Radical CEO David Eldridge, quoted in Retail Times:
"Loyalty schemes work extremely well in principal. However, they must they evolve to become a richer, more individual customer experience across the entire customer journey if they are to continue attracting and retaining the attention of their customers. The most successful programmes are those that help to develop more of an emotional connection with the brand rather than a transactional one, by creating interesting ways to interact across the customer journey and therefore offering plenty of ways to re-engage with them multiple times."
We couldn't have said it better ourselves.