Databank. Loyalty cards and shopping

Databank

Loyalty cards and shopping

Shoppers who hold loyalty cards spend much more money and more time in the relevant stores than people without cards according to new Economic and Social Research Council-funded research carried out by the University of Stirling. Thirty consumers were tracked for four months. In-depth interviews were conducted with the managers of five different loyalty schemes ranging from an up-market shopping centre to a regional co-operative society with food and department stores. The most striking finding was the difference in spending between cardholders and non-cardholders. An average of £33.85 was spent by cardholders against £13.93 for non-cardholders. The cardholders took an average 38.5 minutes to do their shopping against just 13.5 minutes by those without cards.