Loyalty programmes are massively popular: 6 from 10 shoppers want the gifts

According to a survey, more than two thirds of European shoppers like to visit stores offering loyalty programmes. Six out of ten shoppers said the gifts they can get in these programmes are very important to them, so retailers must pay attention what they are giving away to reward customers for their loyalty. In recent years cooking and sports accessories, toys and movie-related gifts have been sought-after. TCC opines that this year Star Wars-themed gifts will be very popular. Manfred Litschka, TCC’s regional sales director told our magazine that economic recession made shoppers more price-conscious – 54 percent of them would even switch stores because of them. Retailers reacted to this with price competition and constant promotions. Consequently, shoppers don’t know what is cheapest in which shop any more. Result: to attract them loyalty programmes are needed from retailers. 72 percent of European shoppers prefer visiting stores where they are rewarded with some kind of gift. One third of Hungarians are even willing to switch stores because of such schemes. Successful loyalty programmes increase customer loyalty by 58 percent and shopping frequency by 45 percent. 59 percent of customers say they take part in such programmes because they like the gifts they can get. Mr Litschka added that their experience is: shoppers like to participate in those loyalty schemes more which involve free gifts – these are 31 percent more attractive to them. Well-chosen, creative gifts and well-planned loyalty programmes are very efficient in keeping customers and acquiring new ones. (x)