New type loyalty programmes are needed

According to an international retail loyalty study conducted by EY, with the participation of 130 senior executives, at global level only a small proportion of retailers have managed to make their customers loyal to them. Two thirds of retailers know that returning customers generate higher sales, but only 5 percent said their shoppers are loyal to them. EY CEO Botond Rencz underlined: shoppers are now different than they were a few years ago; the majority of them want personalised gifts and experiences. Three quarters of respondents said they are busy improving their data analysis processes with the purpose of making customers more loyal to them. //