Sarah Stratford, strategy director, Ais London
Everyone in marketing has looked at what Tesco has done with Clubcard with wonder, awe and a bit of envy. For 17 years now, it’s blazed a trail for how loyalty schemes should work, and what they can do for brands. Trouble is, it doesn’t look as shiny as it once did, especially now that everyone is in the rewards game.
And I mean everyone.
It’s hardly surprising that we’ve reached the stage where every brand wants to be on the loyalty bandwagon. After all, people have come to expect rewards. In some cases they even demand them. But, what with the white labelling of discounts, coupons and even whole programmes, it’s all a bit of a mush out there. Throw Groupon and its clones into the mix, and it’s not hard to see that pinning all your hopes on a loyalty scheme is a dangerous game. (more…)