Capgemini News Blog

Capgemini News Blog

Opinions expressed on this blog reflect the writer’s views and not the position of the Capgemini Group

What next for loyalty programmes?

Category : Coverage
As Harvey Nichols announced it is eschewing the traditional loyalty card in favour of a mobile app, Marketing Week took a closer look at loyalty programmes and how brands embrace mobile and digital.
Capgemini ConsultingThe article highlights that ‘more brands should follow suit as consumers look for more personalised and rewarding loyalty strategies’ and references Capgemini Consulting’s recent research into loyalty. The study found that brands are failing when it comes to living up to consumers’ expectations. On social media, 89% of opinions about loyalty are negative, while just 11% of schemes personalise rewards in a way that customers expect.
Marketing WeekSteve Hewett, head of retail customer engagement and loyalty at Capgemini, commented in the Marketing Week article: “If customers give a brand their data they expect them to do something with it. Brands are missing out on engaging and rewarding customers.”
He also highlighted legacy issues that can inhibit brands’ ability to put digital schemes in place, as often significant investments into new PoS and Wi-Fi in stores are required.
However, the article also highlights that while we’re at ‘an inflection point moving from the old school transactional paper-based era to one about personalised engagement and adapting for digital’, it’s not the end of card-based schemes as they still generate a good return on investment.
You can read the full article on the Marketing Week website.

About the author

Magda Bulska
Magda Bulska
Magda is responsible for managing Capgemini’s media relations programme and supporting its digital and internal communications activities. Before joining Capgemini in 2015, she ran PR campaigns in the UK and across EMEA for a number of blue chip companies and start-ups. Originally from Poland, Magda is passionate about (in no particular order) good films, travel photography, diversity and discovering quirky places all around the UK.

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