Brands failing to engage consumers with their loyalty schemes

UK — More than half of UK consumers ( 54%) think it takes too long to earn rewards in loyalty schemes and, as a result, 27% have stopped using a loyalty programme according to research from customer engagement company, Grass Roots.

Res_4012645_loyalty

The survey of more than 2,700 consumers also looked at the amount of time people are willing to wait for the gratification of receiving their awards.

A third ( 33%) of respondents expected to receive significant rewards from a loyalty programme within just a month of signing up while 45% were prepared to wait between one and three months.

Older generations are the most impatient; 12% of over 55 year-olds expected to receive a reward within a week, compared with only 4% of 18- to 24-year-olds.

Adam Goran, divisional director of customer engagement at Grass Roots said: “Customer loyalty schemes hold a lot of value to both brands and their customers. Brands have already done the hard work by earning customer loyalty, why then do so many risk losing their customers by not keeping them engaged throughout the entire loyalty life cycle?

“Customers want, and expect, to be contacted by their loyalty scheme providers and if approached in the right way at the right time, they will become true advocates and not just occasional shoppers.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts