loyalty schemes - AFR Myer customers with the greatest potential...

loyalty schemes - AFR

Myer customers with the greatest potential return are those who are high value, in decline, and one-off. This enables Myer to accurately identify which customers to court, and which to ignore, yielding “much better bang for their buck,” in Shelper’s words.Brand partners are most attracted to the high-value customers.There has been an 18 per cent increase in consumer use of loyalty programs in the past 12 months, according to Retail Doctor Group and Pureprofile research. They found that about half of respondents surveyed in categories such as fashion, homewares, and takeaway food and beverages, agree a retailer’s loyalty program influences their purchasing.However, this effect diminishes with age, with 70 per cent of Gen Z and Millennials saying they are influenced, compared with only 35 per cent for Baby Boomers, the research found.