Blog | 11 October, 2018

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The traits that make consumers more loyal

Numerous brands across all sectors use loyalty schemes as a marketing tactic, both to encourage repeat business and to learn more about their customers. A YouGov survey reveals the key insights into the consumers that use these programmes the most, and how to maximise the value they give back to the brand.

The ‘holy trinity’ of loyalty – and how to achieve it

Just 13% of loyalty scheme members claim to exhibit all three of the key traits brands want: spending more, recommending more and feeling more emotionally connected. Making more purchases is the most common of the three.

Women are much more likely to be loyalty scheme members

85% of women are members of a loyalty programme, versus 70% of men, but women aged under 25 are more resistant to the idea than those aged above. People who have never joined one are more likely to shop with cash and prefer brands over private labels.

Consumers want money off and freebies, and not much else

Discounts are overwhelmingly the main draw of loyalty schemes, with 87% wanting a brand to offer discounts and coupons and 56% looking for rewards redeemable with other brands. Just over half want freebies.

Exclusive access and premium service have less appeal, with less than a quarter of people showing an interest in either.

Retail v restaurants: a question of age

In most sectors, age isn’t a big factor in determining whether people are loyalty scheme members – except in groceries, retail and restaurants.

The older the consumer, the more they prioritise restaurants, coffee shops and supermarkets, while those under the age of 44 are more likely to be a member of a high street retailer’s programme.