Loyalty saturation in retailing: exploring the end of retail loyalty cards?

Abstract

The proliferation of retail loyalty schemes has been one of the most marked features of retail marketing in the 1990s. Many retailers have one in some guise or other. Their sheer volume has meant that some have begun to question whether there is a limit to loyalty. Presents results from exploratory research that demonstrates that consumers may be becoming more wary of cards and schemes and being more selective. Managerial lessons from this are developed.

Citation

Wright, C. and Sparks, L. (1999), "Loyalty saturation in retailing: exploring the end of retail loyalty cards?", International Journal of Retail & Distribution Management, Vol. 27 No. 10, pp. 429-440. https://doi.org/10.1108/09590559910297947