Loyal, but not exclusive

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Relationship status: Complicated, says a recent survey by Hansa Cequity, between customers and the purveyors of loyalty programmes. While these schemes are extremely popular with nearly every store, airline and hotel, customers don't see loyalty as a one-store or one-company affair. And although the reach and impact of these programmes is significant, the survey shows that marketers still need to walk a distance before the schemes can evolve from being purely transactional affairs to those that provide shoppers with unique and personalised experiences