The Mileage Company
The UK experts in designing, developing and managing reward & loyalty schemes
Press releases
Supermarkets are key to loyalty scheme success
Friday 19th March 2010 - The Mileage Company, operator of Airmiles, the UK's leading travel rewards scheme, today launches research revealing consumer attitudes and responses to loyalty schemes and reward credit cards. The findings reveal that loyalty schemes still influence consumer preferences, with the average shopper belonging to two schemes and 76% favouring brands that provide rewards*. The research also reveals that supermarket shopping is the key to high street loyalty programmes with 84% of consumers stating that they collect the majority of their rewards through their grocery shopping.
Average consumer reward collection is £97 a year with £85 being obtained on supermarkets. But while the study shows that consumers prefer to collect on modest everyday spending, 64% of people prefer to redeem against one large reward, rather than smaller incremental benefits.
The research illustrates true brand benefit in loyalty schemes but there is some way to go to ensuring that the schemes are built around consumer behaviour and lifestyle, as 70% of consumers feel that they miss the opportunity to collect rewards.
In relation to credit cards, 45% of credit card holders have opted for one that delivers rewards. For those that have, the type of reward offered was the decision making factor when choosing the card for 54% of people.
Andrea Burchett of The Mileage Company, operator of the Airmiles programme, comments: "In a competitive and recessionary market, it's important that loyalty schemes are built around the behaviour of consumers rather than being driven by brand requirements. Our research shows that consumers are looking to get significant rewards from everyday spending - effectively something for nothing. Supermarket relationships are the key way to tap into this expectation as is providing significant value - that doesn't necessarily mean monetary rewards but something that consumers consider a true luxury perk."
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Notes to Editors:
* OnePoll surveyed 2,000 consumers in March 2010.
About Airmiles www.airmiles.co.uk
The UK's longest running and most rewarding scheme of its kind, Airmiles members collect Airmiles for travel and leisure rewards.
Collect Airmiles with the Lloyds TSB Airmiles Duo Credit Card account, shopping at Tesco and exchanging Clubcard vouchers, filling up with fuel at Shell Service Stations and opting into Airmiles and shop online with over 200 popular online brands when accessed via airmiles.co.uk eStore - including johnlewis.com, debenhams.com, Apple store, eBay.co.uk, Comet, Currys, Boden, hmv.com and Waterstone's.
Millions of members collect Airmiles on their everyday spending and use them for completely free flights that include all airline taxes, fees and surcharges, Eurostar journeys, hotel accommodation, tour operator holidays, car hire, travel insurance and special days out including Alton Towers, Legoland and English Heritage Annual Passes.
All bookings are subject to availability.
For more information on Airmiles and the Lloyds TSB Airmiles Duo credit card, visit www.airmiles.co.uk
For more information please contact:
Andrea San Pedro
Tel: +44 (0) 20 7908 6431
Email: asanpedro at lexispr dot com
Or
John Crozier
Tel: +44 (0) 20 7908 6409
Email: jcrozier at lexispr dot com
Other press releases
August 2010
July 2010
- The Mileage Company teams up with Rainforest Concern
- Travelex partners with Airmiles to reward holidaymakers
- Who wants to be an Airmiles Millionaire?
April 2010
March 2010
January 2010
December 2009
November 2009
October 2009
August 2009
- British Airways & American Express renew strategic partnership
- Airmiles members swap mobiles for miles