Sir, Vouchers and coupons rewarding loyalty and encouraging repeat visits have become commonplace across retail in recent months. However, few retailers are using loyalty schemes to full advantage. Retail groups have a signifi cant opportunity to embrace the current consumer trend to cut costs as they can offer reductions and rewards across multiple retailers.

By analysing customer behaviour, a retailer can issue a relevant, targeted promotion that encourages a repeat visit, or offers the
consumer an introduction to another retailer in the group. This will work alongside the consumer’s desire to shop around to find the best price, while keeping the best customers within the group. With dramatic budget cuts and a strong shift towards own label, retailers and brands need to work together to allocate all remaining budget in the most efficient and effective way possible.

Angee Walls, MD, Catalina Marketing UK