Are consumers loyal to loyalty cards? According to Roots 2013 research, consumers are flirtatious with brands. Of those Purchase Decision Makers with a Woolworths loyalty card, 54% also have a Clicks Club Card, 20% have a Dis-chem Loyalty card, 35% have an Edgars Thank-U card, 2% have a Fanatics (Exclusive Books) card, 8% have a Jet Club card and 53% have a Pick n Pay Smart Shopper card.
“Based on the above, it is clear that consumers are not loyal to one store or brand and thus when deciding on marketing and communication strategies, you’re bound by some serious fundamentals and buyer behaviour characteristics,” says Gill Randall, joint-MD, NAB.
Source: National Advertising Bureau (NAB), ROOTS 2013
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