Member Article

Loyalty apps rejected by 75% of Brits

Britain’s shoppers still prefer to have a traditional plastic loyalty card in their pocket despite a wide range of apps which do the same job, a report has found.

The survey of UK adults found that although nine out of ten own a mobile or smartphone device, more than 75 per cent would still prefer to have a plastic loyalty card.

The results revealed the average Brit uses loyalty cards twice a week, with the majority taking advantage of supermarket schemes most frequently. The report by leading loyalty card manufacturer, Plastic Card Services (PCS), also showed that two in five are more likely to remain loyal to the brand for which they own a loyalty card, and over 50 per cent said they typically keep their cards for more than 10 years.

These latest findings will come as good news for businesses getting their loyalty schemes right, but also deliver a stark warning for those considering going only digital, especially as retail price wars heat up and brand loyalty dips to an all-time low.

Rob Nicolls, MD at PCS, commented: “Brands have been wise to the ways of their customers for a long time now, but the commercialisation of digital loyalty schemes is still relatively new ground.

“Our research suggests that going digital isn’t necessarily the way forward. We are urging retailers to consider this to ensure they are keeping all of their customers happy.”

This was posted in Bdaily's Members' News section by Amy Cantrill .