A leading software provider has criticised a report on loyalty cards published by the Institute of Grocery Distribution (IDG) for dwelling too much on discounts.
Lawson Software director of retail Jeremy Spencer sent out an open response to the report, which found that nearly 50 per cent of customers either do not have a loyalty card, or rarely use any that they do have.
One of the most frequently quoted reasons for not using a loyalty card was that respondents would rather have lower prices than collect points.
Spencer hit back by pointing out that loyalty schemes had more to do with knowing the customer and changing the store experience to fit with their likes and dislikes.
He said: 'Loyalty schemes that are relevant to shoppers and are clearly personalised are, and will continue to be, successful. Those that are solely discount-driven are not and will not be.'
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