The real value of loyalty and membership programmes for consumers and businesses
Friday, June 5th, 2009Loyalty and membership programmes can really help generate customer loyalty because of the positive association consumers feel when belonging to a club and enjoying the privileges and exclusive discounts.
When the average exclusive discount is multiplied by the number of different businesses offering a discount in a loyalty and membership programme the joint saving of a loyalty and membership programme for a member is huge.
The member sees the savings as a whole and therefore what is a relatively small amount for one business can appear to be more to a consumer. This is because the exclusive discounts are seen in the context of the complete amount saved with a loyalty and membership programme, such as The Big Savings Club.
This table shows the real value of the savings that can be made using a sample of the best exclusive discounts Big Savings Club Members can use*:
| Household Spending | Average Spend Per Year | Club Member Privileges | Club Saving Per Year |
| Food Shopping | £2,439 (£47/wk) | Save 4% Asda | £98 |
| Entertainment | £2,288 (£47/wk) | Save 25% Odeon | £572 |
| DIY | £2,137 (£41/wk) | Save 7% Focus | £160 |
| Petrol | £1,487 (£29/wk) | Save 4% Sainsbury’s | £59 |
| Restaurants | £1,352 (26/wk) | Save 10% T.G.I. Friday’s | £135 |
| Fashion | £1,206 (23/wk) | Save 7% Burton & Dorothy Perkins | £84 |
| Car | £1,217 (23/wk) | Save 10% National Tyres And Autocare | £122 |
| Holidays | £733 (£14/wk) | Save 50% Haven | £367 |
| Internet and Phone Calls | £608 (£12/wk) | Save 7% Carphone Warehouse | £43 |
| Alcohol and Tobacco | £577 (£11/wk) | Save 7% Threshers | £40 |
| Books, Games and Toys | £374 (£7/wk) | Save 10% Early Learning Centre | £37 |
| Health | £307 (6/wk) | Save 15% Champneys Health Resorts | £46 |
| Total Big Savings Club Savings Per Year | £1763.00 |
When members save this much money the associative value for brands featured in The Big Savings Club can be immense. This is the advantage loyalty and membership programmes have over seasonal sales, one-off vouchers and promotions. The loyalty and membership programmes also offer a continual point of reference for members, helping to generate customer loyalty.
The Rocket Marketing Group operates a number of different loyalty and membership programmes. They are free for businesses to be featured in when they offer an exclusive discount to members. The largest of the loyalty and membership programmes The Rocket Marketing Group operate is The Big Savings Club and with over 56,000 members the opportunity to reach a new audience and generate customer loyalty is impressive.
Contact Us if you would like to offer consumers an exclusive discount with your business through a loyalty and membership programme, encouraging consumers to spend money with your company and have a positive experience attached to your brand.
Offers correct at time of publication and subject to terms and conditions. *Big Savings Club savings have been calculated from average UK family spending figures from the “Expenditure and Food Survey” and “Family Spending Survey”, Office for National Statistics, 2006. All member privileges quoted are correct at December 2008 and may be subject to change. All figures have been rounded to the nearest pound.
