Retailers have been warned to invest in loyalty programmes rather than heavy discounting to maintain long-term engagement with shoppers.
Maximiles’ Loyalty Report found that retailers are undermining their own loyalty programmes by relying on promotion and discounts in the run up to Christmas. Eight out of 10 shoppers will not continue to shop with a brand after a Christmas promotion has ended, the report found.
Guy Keeling, managing director of Maximiles, says: “Brands need to think smarter about their promotions by building a....