Loyalty schemes praised by consumers

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By: Wise Marketer Staff |

Posted on December 15, 2002

The idea of customer loyalty programmes has gained significant ground recently, with 50% of American consumers now participating in at least one reward programme, according to a survey by marketing research firm, InsightExpress.

The survey of 500 American consumers revealed that loyalty and affiliate programmes are often the deciding factor in where people choose to shop, as 56% of loyalty programme members said that membership influences their buying behaviour.

But airline frequent flyer programmes - which were among the earliest loyalty programmes - are now lagging behind credit card loyalty offerings in terms of customer participation.