Too many plastic rewards cards, finds survey
Six out of ten retailers say that the main reason customers don’t join loyalty programmes is that they have too many cards already.
That is one of the findings in a new survey by mobile tap and go service provider Taggo, which examined the attitudes of consumers and retailers towards plastic cards used for membership, loyalty, gift and prepaid services. 50 retailers and 50 consumers in Singapore were interviewed for the survey which also found that:
• 70% of shoppers have more than 3 loyalty or membership cards. Of these, 75% are women.
• To attract people that don’t want more cards, 65% of retailers offer sign-up discounts, 60% offer free memberships.
• 86% of retailers feel that the main reason people don’t use their cards more often is that they leave them at home.
• 93% of retailers that offer loyalty or prepaid cards want to expand membership and usage.
Taggo was founded by Aneace Haddad, CEO of loyalty technology provider Welcome Real-Time, who says that their comments and reactions revealed the need for a simple and cost effective solution to reduce the barriers related to the growing number of plastic cards offered by retailers and other organizations.
Haddad says retailers want to expand membership and usage, yet are frustrated by the tendency of existing customers to leave cards at home, and the increasing difficulty of attracting new members that don’t want to fill out yet another form for yet another card.