Loyalty apps rejected by 75% of Brits
Wednesday February 18, 2015 at 3:15pm
Britain’s shoppers still prefer to have a traditional plastic loyalty card in their pocket, despite a wide range of apps which do the same job, a new report has found. The survey of UK adults, commissioned by loyalty card manufacturer Plastic Card Services (PCS), found that although nine out of 10 own a mobile or smartphone device, more than 75% would still prefer to have a plastic loyalty card. The results revealed the average Brit uses loyalty cards twice a week, with the majority taking advantage of supermarket schemes most frequently. The report also showed that two in five are more likely to remain loyal to the brand for which they own a loyalty card, and over 50% said they typically keep their cards for more than 10 years. These latest findings will come as good news for businesses getting their loyalty schemes right, but also deliver a stark warning for those considering going only digital, especially as retail price wars heat up and brand loyalty dips to an all-time low. Rob Nicolls, MD at PCS, says: “Brands have been wise to the ways of their customers for a long time now, but the commercialisation of digital loyalty schemes is still relatively new ground. Our research suggests that going digital isn’t necessarily the way forward. We are urging retailers to consider this to ensure they are keeping all of their customers happy.” Plastic Card Services (PCS) Limited is a manufacturer of plastic cards and associated services, including personalisation, data processing, mailing and fulfilment. The company is one of the first card manufacturers in Europe to use environmentally friendly materials, waterless print processes, and innovative camera match technology to ensure unrivalled accuracy in card personalisation.