Right now, take out your wallet or purse and have a look inside. How many loyalty cards have you got stuffed in there? How many schemes are you signed up to on your emails? How many do you really care about?
Loyalty has been part of the retail strategy for a long time. The logic is somewhat sound. Returning customers means returning income, especially if they can be incentivised to spend more. But the schemes that retailers use to try to win that loyalty arenâ€™t very inspiring. What worth does one piece of card or plastic have over another?