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62% have access to at least one loyalty scheme for electrical stores over their phones, supermarkets lag at 36%

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By Ishbel Macleod, PR and social media consultant

October 31, 2013 | 2 min read

Nine tenths (92 per cent) of the public have a loyalty card for supermarkets, research by CloudZync has found, although only 36 per cent access a loyalty scheme through their mobile.

The study was commissioned by CloudZync, creator of smart mobile wallet Zwallet, to provide retailers with insight into consumer attitudes towards loyalty schemes, and discovered that almost two thirds (62 per cent) of consumers say that they access at least one loyalty scheme for electrical stores over their phones, followed by hairdressers (43 per cent) and clothes stores (38 per cent).

Andrew Smith, co-founder and CTO of CloudZync, said: “We are a nation of bargain hunters, and the research shows that Brits are cashing in on loyalty schemes across the board. But whereas we have previously been limited by the number of cards we can fit into our wallets, the boom in mobile devices means that we can now access even more loyalty programmes via our phones.

“While it’s clear that traditional cards are still doing well in many sectors, retailers that don’t embrace smartphones and tablets as part of their loyalty schemes risk being left behind by those businesses that see the opportunity these devices offer to engage consumers in new ways. Mobile gives retailers a platform through which they can build more personal relationships with customers while providing them with access to offers and promotions in a more convenient way, so they never miss out.”

The research found that 33 per cent of consumers said that they don’t register for loyalty schemes because they have too many cards in their wallets, while 14 per cent do not like to send off paperwork to join a scheme.

The research also found that loyalty card users have on average £83 worth of redeemable points across their loyalty cards at any point in time, and UK shoppers cashed in on over £4bn worth of loyalty card points over the past year, although £150m worth of points remained unclaimed as consumers didn’t know how to redeem them.

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