Loyalty schemes a huge opportunity for High St retailers, Ecrebo

At a time when the future of physical retail is being questioned by industry experts, loyalty schemes can give consumers an attractive reason to make the effort to continue visiting bricks and mortar stores. If retailers are to successfully take advantage, however, they need to ensure they are collecting high quality data to achieve effective personalisation while simultaneously utilising cutting-edge technologies.

That’s according to David Buckingham, CEO, Ecrebo. In a comment piece for RTIH, he says: “Looking at the bigger picture, just 15.6% of all retail sales take place online, which means physical retailers still have a huge opportunity to bring more customers through their doors and turn their fortunes around.”

Retailers that create strong loyalty schemes, can further drive customer engagement, foster goodwill and reward their most dedicated customers. Recent Ecrebo research found that 85% of shoppers are more likely to shop with a brand if it offers one, and that shoppers aged 25-34 belong to an average of 2.8 digital loyalty schemes. 

However, their substance is now more important than ever. “It’s no longer enough to rely on generic offers sent to huge audience segments; retailers need to personalise their communications to appeal to each shopper on an individual level,” comments Buckingham. “Indeed, 74% of shoppers surveyed in the same Ecrebo research said they are swayed by targeted offers that are relevant to them.”

Read the comment piece here.