British consumers are rejecting mobile Loyalty Apps

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By: Wise Marketer Staff |

Posted on March 6, 2015

British shoppers have shown a definite tendency to prefer to have a traditional plastic loyalty card rather than a digital loyalty 'app' on their mobile phone, according to a research study by loyalty card maker Plastic Card Services.

The company's survey of UK adults found that although nine out of ten own a mobile or smartphone device, more than 75% would still prefer to have a plastic loyalty card.

The results showed that the average British consumer uses loyalty cards twice a week, with the majority taking advantage of supermarket schemes most frequently.

The report also found that two in five are more likely to remain loyal to the brand for which they own a loyalty card, and over 50% said they typically keep their cards for more than 10 years.

"These latest findings will come as good news for businesses getting their loyalty schemes right, but also deliver a stark warning for those considering going strictly digital, especially as retail price wars heat up and brand loyalty dips to an all-time low," warned Rob Nicolls, managing director for Plastic Card Services. "Brands have been wise to the ways of their customers for a long time now, but the commercialisation of digital loyalty schemes is still relatively new ground.

Plastic Card Services produces more than 50 million cards each year for high profile brands, and provides additional services including personalisation, data processing, mailing and fulfilment.

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