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Loyalty schemes 'should offer value to improve their own services'
12 Dec 2011

Companies that offer real value to customers via their loyalty schemes could improve their own businesses in the long term.

This is according to David Buckingham, manager of Aimia UK, who told Marketing Week that providing something like products to cardholders before the general public will encourage more people to sign up.

In turn, this will permit the firm to collect information about them such as what they are buying and how often, as well as what promotions are working and which are not.

Mr Buckingham pointed out that this means retailers with loyalty schemes like Sainsbury's can "create a better in-store environment, ranges, price points and promotions".

Earlier this month, Shell Oil Products US said it is pleased with its own new loyalty initiative, which will give frequent customers money off products and points to exchange for petrol once enough have built up on the card, Convenience Store Decisions reported.

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