Sir: Your article ‘Loyalty schemes work for indies too’ (16 February) raises a critical issue on the importance of securing customer loyalty in a market driven by price.
The problem retailers so often face is how best to keep customers engaged once signed up to the loyalty scheme. They need to move beyond in-store promotion of deals and the benefits of loyalty schemes and embrace digital channels.
For indies, budget restrictions mean that tapping into today’s digitally savvy shopper can seem like a step too far.
Yet mobile loyalty schemes - enabling shoppers to receive loyalty rewards and receive and redeem vouchers on their smartphones - are a cost effective way to bridge the gap between stores and online.
Special offers, vouchers and loyalty reward schemes can all be promoted directly to consumers on their mobile phones. All offers can be tailored to a specific location or time, enticing customers into stores.
Loyalty schemes need to fit into consumer lifestyles: if they don’t, they don’t work. Indie retailers can use smartphones as an affordable digital channel, to create loyalty schemes which get customers in store.
Nik Maguire, 2ergo