Customer loyalty programmes in retail

Whether in supermarkets, furniture stores or petrol stations, customer cards are now part of the shopping experience. In most cases, customers use them to collect bonus points that can be redeemed the next time they shop.

Customer cards are at the heart of customer retention programmes or customer loyalty programmes. They strengthen customers’ loyalty to the company or its products, and encourage them to buy more. New Deloitte research shows how often Swiss consumers use loyalty programs and what they actually expect from them.

About this study

This study examines the use of loyalty programmes in the Swiss retail trade and the factors contributing to their success. It is based on face-to-face interviews with representatives of various providers of loyalty programmes. In addition, a representative online survey of 1,000 Swiss residents was conducted at the end of 2017 by the research institute Research Now.