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| 16th January 2009 |
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Happy 2009 and welcome to another edition of loyalty insights from the loyalty practice @ HS&P.
Towards the end of last year it was all about the credit crunch. Well thought out marketing plans seemed to go out of the window and discounting was introduced to drive sales in a difficult period. In 2009 it will be interesting to see the impact these discounts have on the consumer. I'm hoping discounting starts to be used more strategically by brands to engage consumers for the long term rather than short term gain.
Enjoy the below articles, if you have any queries on them feel free to email me at louise.isaacs@loyaltypractice.com.
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Loyalty boom in 2009!
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According to recent research from Airmiles a loyalty boom is forecasted in 2009. Two thirds of people (61%) say they will take advantage of more loyalty schemes to help stretch out their wages during the credit crunch. Interestingly it also found that membership of loyalty schemes is more widespread amongst older people. Take a look here for more information.
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Consumer loyalty likely to decrease in a recession
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According to industry experts hard up consumers are less likely to keep returning to the same brands. Showing that it is even more important to introduce a loyalty programme which differentiates brands from it's competition. Have a look here for more information.
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Shift to discounting
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Anybody walking down Oxford Street just before Christmas would have seen there was a shift towards offering discounts in retail stores. Recent research from PricewaterhouseCoopers revealed that 82% of retailers offered discounts leading up to christmas compared to 52% in the previous month. The Bellwether survey of marketing budgets also reported that the downturn is forcing retailers to shift towards discount promotions. Have a look at a summary here....
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Increasing the effectiveness of promotional coupons
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Unsurprisingly consumer demand for promotional coupons is also increasing, 25% of consumers are now regularly using coupons. But the ability for consumers to misredeem them is holding them back from their full potential. Reportedly 38% of consumers say they sometimes misredeem. Have a look here for more information and how it's relatively easy to stop mis-redemption in your company.
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PR voucher nightmare!
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With an increase in the number of promotional coupons there will inevitably be some horror stories where they have not been managed correctly or in this case the creation of fake vouchers. Have a look here at the nightmare Pret faced....
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Debenhams introduce beauty club
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Debenhams who pulled out of Nectar at the beginning of 2008 have recently launched their own beauty club. Consumers register their details to receive regular newsletters packed with exclusive offers, new product information, and invitations to future in store events. Have a look here for more information.
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House of Fraser ad banned
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House of Fraser's established loyalty programme the recognition card has recently had it's advertising banned for misleading customers. The advertising included claims that "We give our customers more points for every £1 spent than the reward programmes offered by other large UK department store groups." House of Fraser defended the leaflet by claiming that their indirect rewards they offered meant that it was the richest. Have a look here for more information.
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Football clubs increasing loyalty!
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Even football clubs are starting to introduce loyalty programmes. Portsmouth football club follows a number of other clubs which have recently introduced loyalty programmes to their fans. Have a look here for more information.
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Loyalty programme to be introduced to make Manchester healthier!
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A loyalty programme is to be introduced in Manchester to encourage residents to live more healthily. People in Manchester will earn points for buying from chosen retailers, taking exercise and other health-related activities. Take a look here for more information.
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