Mobile-led strategy will vastly improve loyalty schemes, Yoyo

Half of 18 to 34-year-olds in Britain say retail loyalty schemes make them a more loyal customer, but while 70% regularly collect points only 47% are engaged enough to claim the rewards owing to them. That’s according to a YouGov survey conducted on behalf of Yoyo.

When asked what new features would improve the experience for consumers, 26% of all those surveyed would like to be able to view their points and rewards on offer through an app, which jumped to 41% for 18 to 34-year-olds, 26% wanted rewards to be personalised to past purchases (35% for 18 to 34 year-olds); 26% were up for receiving instant notifications when they reached enough points to start claiming rewards (28% for 18 to 34-year-olds). 18% wanted to be able to receive digital vouchers and use them through their smartphones (32% for 18 to 34-year-olds) and 17% called for the ability to collect points without the need to sign up for a scheme or have a loyalty card (19% of 18 to 34-year-olds).

Michael Rolph, CEO at Yoyo, says: “This data clearly shows that British consumers are positive about the value of retail loyalty schemes, and it’s become a regular habit for them to collect points when out shopping. The problem lies in what happens afterwards, with the survey showing either confusion or dissatisfaction on what consumers should do with their loyalty points, with only 47% regularly claiming rewards."

"It’s clear that consumers, especially 18 to 34-year-olds, believe a mobile-led strategy would vastly improve the delivery of loyalty schemes, whether it’s an end-to-end app-based loyalty scheme experience, personalised rewards based on past purchase behaviour or digital vouchers that consumers could instantly use through their smartphones.”