Customer loyalty is one of the bases of relational marketing , which seeks to establish and create relationships between brands and their customers. There are all kinds of studies that, even with varying results, tell us that the economic effort that a brand must make to attract a new customer is from 5 to 7 or 8 times greater than that needed to retain existing customers.

With the data in hand, carrying out customer loyalty actions that seek repeat purchases or contracts will represent a direct benefit for the company while also benefiting the consumer. This type of double-win strategy represents one of the most tangible benefits of relational marketing.

Customer loyalty strategies can be very diverse: from classic b to c database promotional strategies based on price to others based on product availability and distribution , as well as more traditional but no less innovative strategies such as loyalty clubs and programs or loyalty cards.

Loyalty cards

The IV Mediapost Relational Marketing Study prepared by Kantar in 2022 tells us that loyalty is a pending subject.

Since 2020, the number of consumers who have a favourite brand has increased by four points, currently standing at 74%. While this is good news, the problem remains consumer loyalty , with only 8% loyal to a single brand. This is where loyalty techniques, such as loyalty cards , come into play.

The percentage of people who belong to a loyalty club is so high due to their purchase discounts, or the evolution of money . These are also the main reasons why a consumer decides to join a loyalty club.

8 out of 10 consumers belong to a loyalty club

The top loyalty club is occupied by supermarkets (52%) , with just what resources do you need to start a loyalty club? over half of the population belonging to them. Behind them are petrol stations (32%) , fashion and sports (24%) and perfumeries (22%) . In contrast, 20% of consumers do not belong to any loyalty club.

Customer loyalty and data management

The Study also asks about the use of personal data by companies and the perception that consumers have about this use . From the point of view of loyalty, customer data is an essential raw material that can generate very broad possibilities for improvement and growth.

Loyalty cards , for example, allow the brand to know the consumption habits of its customers and their behavior with respect to the brand, which opens up the possibility of personalizing the shopping experience, a growing demand among the population.

According to the IV Study of Relational Marketing , when participating in a brand promotion, only 4 out of 10 consumers have stated that they will receive communications that reinforce communication with the brand. The rest have not had any further contact with them, and even 5% of consumers have unsubscribed.

In general, the greatest acceptance of data delivery by twd directory  consumers to the brand is to receive personalized communications based on their behavior . 8 out of 10 consumers accept it and many others accept it when participating in contests and to receive discounts.

Correct management and interpretation of data will allow companies to optimize all types of strategies, from those related to loyalty to those related to communication, advertising, promotions or even distribution.