Loyalty programs are a great resource for those who wish to attract new customers and enhance relationships with existing customers. Furthermore, studies suggest that the use of these programs by consumers is increasing more and more.
According to the Brazilian Association of Loyalty Companies (ABEMF), the number of registrations for loyalty programs has increased by 22% over the previous 12 months, now reaching 67.7 million users in the third quarter of 2015. In the first nine months of 2015, 132.2 billion miles/points were accumulated, an increase of 8.8% in comparison with the same period for 2014.
Just as with the accumulation of points, the exchange of products and services has also increased. In the third quarter of 2015 there was an increase of almost 14% in the quantity of points or miles claimed, reaching 38.7 billion.
Loyalty programs strengthen the relationship between companies and consumers, incentivise purchases at establishments and, consequently, have a positive impact on sales results. According to Junior Macagnam, President of the Shopping Centres Shopkeepers´ Union (Unishop), the Loyalty Card is a legitimate and useful sales mechanism for shopping centres and traders. “We believe that it is a positive option in order to retain consumer loyalty, especially in the gastronomy sector, which is the segment that adopts this resource the most”.
Macagnam further adds that the use of these programs reflects an increased level of engagement for participants, who become more attentive and better disposed to enjoy their advantages.