09 May 2007, 15:30 PM

  • New research has confirmed that loyalty cards help to generate more satisfied customers, making it even more important for independent retailers to consider going down this route.

Indeed, new research carried out by Arvato Loyalty Services, has confirmed that Supermarket loyalty-card schemes are giving retailers significant return on investment.

Of over 2,500 people surveyed, consumers reported 11% higher-than-average satisfaction levels with the multiple retail sector.

The research indicates a direct correlation between loyalty programmes such as Tesco’s Clubcard and Sainsbury’s Nectar Card and customer satisfaction levels, according to Arvato.

Graham Ede, managing director, Arvato Loyalty Service, said: “This study shows a major divergence in the capability for return on investment that different sectors can obtain from their loyalty strategies and activity. By undertaking rigorous staff training, regular audits of the customer experience and appropriate communication across all channels, companies are gradually shifting their focus toward customer development and away from prospect marketing, guaranteeing customer satisfaction levels remain high.”