Nearly 50% of shoppers would be likely to use a retailer if it provided personalised offers, according to a survey by analytics firm Sas and analyst Conlumino.
The research found nearly 95% of consumers have at least one loyalty card and 90% say they use them regularly.
The survey of 2,100 consumers, carried out by consultancy Conlumino, also found just over 40% said they would be less likely to use a retailer without a loyalty scheme. In addition, 80% of shoppers believe engaging with a brand emotionally influences their likelihood of making a purchase.
Sas said retailers which have invested in loyalty programmes such as Tesco, Boots, Marks & Spencer and Sainbury’s show the highest emotional connection with consumers in the research - with Tesco coming out on top.
Around 50% said if offers were personalised that they would be more likely to use that retailer again, and the research also suggested that consumers are comfortable with retailers collecting data they need to deliver these more personalised offers. Nearly half of consumers have no concerns with loyalty schemes whatsoever and almost 40% actively opt-in to marketing material from retailers.
In addition, over a third said receiving marketing material from a retailer makes them more likely to purchase.
SAS UK & Ireland retail specialist Alex Fovargue said: “This provides retailers with the opportunity to create instant wins by connecting with customers right when they are making a purchasing decision.”