Loyalty programs missing the point, says CommBank research

 In Australia, Coles, NewZealand, Woolworths
Australian retailers are too focused on driving sales through their loyalty programs rather than leveraging the schemes to better understand their customers and drive long-term growth.
Most retailers are looking through "the wrong end of the telescope", according to CommBank national manager retail Jerry Macey, focusing on sales and missing the less tangible factors that drive long-term performance.
Loyalty is a high investment priority for retailers in the next 12 months and yet many programs seem "designed to meet the needs of retailer rather than customers", Mr Macey said. Sydney Morning Herald – Read more…

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