In this edition of The Deloitte Consumer Review, we are revisiting a theme explored in our 15th edition: the challenge businesses have in delivering a positive customer experience. We focus in particular on: customer loyalty.

1. LOYALTY SCHEME
The Deloitte Consumer Review
Customer loyalty: A relationship, not just a scheme
While participation rates of loyalty schemes are high,
they are no longer the differentiator they once were.
48%use loyalty schemes
more than once a month
Value for money, trust and quality are now seen as
hygiene factors. So what’s driving consumers to become
loyal to brands?
41%
great customer
service
36%
convenience
27%
overall
experience
26%
loyalty scheme
Points are not always enough. Customers want a bespoke
loyalty scheme, tailored to them.
44%want
personalised
rewards based
on purchase
history
32%
want a
loyalty
scheme that
reflects their
lifestyle
Costly, inflexible and inefficient? How can businesses turn
the traditional loyalty model on its head?
Fewer than half of consumers
always redeem all of their
points and take full advantage
of the offers they receive
through loyalty schemes
18-24 year olds are interested in using technology to
engage with brands to increase their loyalty.
37%
of 18-24
year olds
22%
of all
adults
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LOYALTY SCHEME
42%
need more than
points to shop
with a brand
PURCHASE
HISTORY
LOYALTY SCHEME
Want the ability to save
shopping preferences...
Want the ability to personalise
content received...
36%
of 18-24
year olds
24%
of all
adults
36%
of 18-24
year olds
24%
of all
adults
Want a mobile app to
order goods...
Want to talk to the brand
on social media...
22%
of 18-24
year olds
12%
of all
adults
47%