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New study: customers want more mobile loyalty schemes

Wednesday February 17th 2016

New research has revealed that 80% of shoppers want to collect loyalty points on their phone.

A study of 1,000 UK consumers by mobile app developer Apadmi found that eight in 10 shoppers would like to start collecting loyalty points on a retail app. The research also found that 29% of shoppers would be happy to share their location with a retail app to gain incentives and loyalty points when they walk around stores.

Some 51% of consumers polled claimed to own more than one loyalty card, and 46% stated that they regularly collect and spend points on a reward card.

However, only 20% of UK smart phone users interact with a retail loyalty scheme on their phone.

Despite this, 47% of those surveyed said they would prefer to collect loyalty points on a mobile app, rather than a card, to free up space in their wallet. In addition, 63% said they would be more likely to take their phone with them when they go shopping over a loyalty card.

Nick Black, chief excecutive of Apadmi, said: “It seems the days of retailers offering customers only traditional loyalty cards could soon be limited, as technology opens up huge opportunities for mobile apps to offer instant rewards, offers and location-based messaging in a much more engaging and interactive way.

“Interestingly, our research shows that UK shoppers are open to mobile loyalty schemes and are attracted to the benefits they could bring. Customers appreciate investment that retailers make, especially when it is rewarding and thanking them for their loyalty.”