Is paid loyalty the future of retail?
Naturally, every retailer dreams of loyal customers who spend an increasing share of their disposable income on your brand. One tool that is often used for this is the old tried-and-trusted loyalty programme. It seems like a useful tool for gaining insight into your customers, but is it worth the discounts you give away? The discounts are at the expense of your margin and to what extent are loyal customers not prepared to pay the full price anyway? Isn't it time for another kind of loyalty: paid loyalty?