Data Tracker: Price of loyalty

Generic deals create little differentiation; retailers must focus on connecting with consumer needs and delivering greater value

Loyalty programmes are de rigueur today as everyone wants to keep customers coming back for more. But the programmes cannot be designed in a one-size-fits-all manner says a recent survey by Nielsen Global. However, when done well, the programmes draw in customers and retain them for long periods of time and can also increase the frequency of purchases.