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Fickle transactional loyalty
Dec 20 2011, 10:55 AM
The fickle nature of transactional loyalty has been revealed in this year's Imperatives for Customer Loyalty study, which also found that an overwhelming percentage of the population are involved in loyalty schemes.
Supermarkets were vastly popular among the British public, with 68 per cent being members of a supermarket loyalty scheme. However, only 47 per cent are members and felt loyal to the supermarket. This reveals the important insights into how the quality data provided should be used by retailers.
The number of people involved in the schemes was also a stark advertisement for customer data management. Three-quarters (77 per cent) of British consumers are members of one or more loyalty schemes, with 69 per cent satisfied with the scheme they are on. Only one in 20 people dissatisfied with the rewards they get from their loyalty scheme.
Antony Jones, CEO of customer interactions specialist The Logic Group, said: “Transactional loyalty is evident in consumers that join loyalty schemes for discounts, rewards, vouchers and money off, but don’t have a real affinity to the brand.
"It’s a case of getting something for nothing – which the supermarkets in particular excel at – especially against a backdrop of uncertainty over personal finances and spending power."
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