Loyalty card fatigue has set in among consumers
More than half of consumers believe it takes too long to earn meaningful reward points from loyalty card schemes, according to research from online rewards community Pigsback.com and loyalty management company Reward.
The research reveals that although 98 per cent of those surveyed have a loyalty card, and almost two thirds have three cards or more, consumers are tired of reward schemes and don't make full use of them. Over a third of consumers feel they have too many cards to carry with a further 27 per cent regularly having the wrong loyalty cards with them at the time of purchase and 36 percent forgetting to use them when they shop. The research suggests that consumers don't place the same importance on loyalty schemes as they used to, with only a quarter believing the incentives to be worthwhile.
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"This backlash against loyalty is a real wake-up call to retailers. Forgetting to hand over loyalty cards is a symptom of two things: poor rewards meaning that many programmes simply aren't important enough to remember and loyalty card fatigue meaning that people simply have too many to be bothered with or find them too much hassle," says Reward chief executive officer Gavin Dein.
