"Brand loyalty is the Holy Grail for retailers and service providers the world over. After all, repeat customers, by definition, make multiple purchases and thus generate more revenues. But once you’ve got your customers “through the door,” how do you go about retaining their business?
While everyone bangs on about personalization, consumers in the UK want you to know something. Yes, personalization is nice, but if you want their continued loyalty, give them something for free.
March 2015 research from IPG Mediabrands asked UK consumers how they’d like their loyalty rewarded, and the top three responses by some distance all related to handouts. A sizable 67% wanted points transferable for money, 50% wanted discount vouchers and 48% simply wanted “free stuff.”"