Find out what age group has more devoted customers due to loyalty programmes
The YouGov survey also suggested that 83% of British people are part of at least one loyalty scheme.
Half of 18 to 34-year-olds in Britain say retail loyalty programmes make them more loyal customers, according to a new YouGov survey conducted on behalf of European mobile payment and loyalty marketing platform Yoyo.
The 50% stat is an increase from 46% of all respondents that were asked about what British consumers thought about retail loyalty scheme. In terms of gender, 49% of women said loyalty schemes made them more loyal, while 42% of men agreed. Londoners (48%) were most likely to agree that loyalty schemes made them more loyal, while those in Scotland were least likely to agree (40%).
Of all the respondents, 13% said they were not a member of any retail loyalty programme, suggesting 83% are part of at least one loyalty scheme (78% for18 to 34-year-olds).
On loyalty points and redeeming rewards
74% said they "always or often" collected loyalty points (70% for 18-to 34 year-olds), 17% said they "sometimes" collected loyalty points while 8% "rarely or never collected" loyalty points.
Meanwhile, only half (50%) of all respondents always or often claimed rewards owing to them, which went down to 47% for 18 to 34-year-olds and 30% of all respondents sometimes claimed rewards.
19% rarely or never claimed rewards, citing reasons such as not liking the offered rewards and the "time-consuming" process of claiming such.
“This data clearly shows that British consumers are positive about the value of retail loyalty schemes, and it’s become a regular habit for them to collect points when out shopping. The problem lies in what happens afterwards, with the survey showing either confusion or dissatisfaction on what consumers should do with their loyalty points," Yoyo chief executive officer Michael Rolph said.
