Carlsbad, CA, March 30, 2012 --(PR.com
)-- From coffee shops to clothing stores, supermarkets to airlines, almost every consumer-based company has endorsed loyalty cards. Initially similar in form to credit cards, the plastic or paper cards have now evolved into key fobs (or tags) to enable swift easy use, as well as alleviating some of the pressure from bulging wallets.
Seen as a way of enticing loyalty in the wake of growing high street competition, the concept is beneficial to both company brands and customers, helping to create a sense of belonging between the two. Rewards for shoppers are readily advertised, usually consisting of the accruement of points by spending money either in-store or online and then using those points to pay for future purchases. The benefits for retailers are a little less obvious, providing data to aid in market research such as tracking consumer buying-trends.
As is so often the case, as soon as a product becomes widely accepted and commonplace, there are the inevitable exclusive editions, to give the more affluent prestige and the rest of us something to aspire to. However, this month in Business Review Europe we ask: Are loyalty cards drawing consumers in or are they in fact putting them off?
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