Brits still keen on loyalty points and plastic, Hawks Incentive

Almost 25 years since Tesco launched its Clubcard, a new report from Hawk Incentives shows that loyalty schemes are as popular as ever in the UK.

The company surveyed 2,500 Brits and found that 82% currently subscribe to at least one loyalty programme. The founding grocery fathers still dominate the market, with 81% saying they subscribe to a supermarket loyalty card scheme. Coffee shops and restaurants take the second and third spots respectively.

People still prefer a physical loyalty card rather than a digital format. 58% of subscribers and 30% of non-subscribers said something in their purse or wallet was preferable to a smartphone app or another digital platform. “Loyalty schemes are still very much alive and kicking. However, it appears consumers’ perception of them may have shifted as people become more concerned about data in the Facebook era,” says Chris Ford, Director of Field Sales at Hawk Incentives.

“What we do know is that brands that offer loyalty schemes which are relevant, offer choice, and are easy to access, create the best opportunity to engage an already receptive audience of active customers. Mining your data intelligently and sensitively to create targeted rewards and incentives will only make consumers more brand loyal and better brand advocates. Reassurance that their data is in safe hands is, of course, also key in the age of transparency.”