Many organisations have used loyalty schemes as a sort of quick fix, promotional tool. Whilst loyalty schemes can act as a form of promotion to a degree, it can be an expensive way of doing so. However, the real benefit of loyalty schemes can be seen in the rich data.

Sustainability is a way of living to meet human needs whilst also maintaining a healthy environment. In 2020, we began a series of studies looking into loyalty and what drives brand love among consumers. A major point we wanted to consider was the importance of sustainability in brand loyalty.

Even with the rise and popularity of Netflix, Amazon Prime and other subscription based services, 71% of the UK population have a loyalty scheme in the grocery sector compared to just 32% of the UK who have loyalty incentives with entertainment services.