What shoppers want for Xmas – an Asda loyalty scheme
Customers demanding something back in age of austerity
Asda, closely followed by Next, is at the top of the UK customer’s wish list for new reward schemes, according to a new survey.
The survey commissioned by loyalty marketing agency ICLP asked which retailer people would like to see offer a loyalty or reward programme, with 47% of respondents citing Asda, while over 30% opted for Next.
The results might be food for thought for Asda which says it doesn’t need a rewards scheme as its “Every Day Low Prices” strategy is highly effective in winning customer loyalty. It seems in the current environment customers want some form of reward as well as “value for money”.
The survey also reveals that almost 60% of consumers feel a reward or loyalty programme would strengthen their relationship with the brand.
When asked to pick which brand consumers had the strongest relationship with, 46% said Tesco, followed by Boots with over 20%. Tesco and Boots boast two of the most well-subscribed loyalty schemes, with their Clubcard and Advantage Card programmes.
ICLP says both recognize the potential of the schemes, with Boots recently announcing external partners to the Advantage Card for the first time and Tesco re-launching its Clubcard online in time for Christmas. Indeed, Tesco have identified the ability to tailor and exploit customer trends obtained through Clubcard data as a key driver of success.
Stuart Evans, ICLP UK general manager, commented: “In the age of austerity, it is clear that customers want something in return for their loyalty.”
“When UK shoppers feel the pinch of the VAT increase next year, this call will surely get louder and go out to more and more top UK brands. These brands need to heed this warning, to ensure that the best loved UK companies stay in the hearts of their customers going into 2011.”
Its clients include American Express, Westfield, General Growth Properties, TUI Travel, PerfectCard, HSBC and Wyndham Hotel Group.