Brits keener to sign up to loyalty schemes since recession

Brits have become keener to sign up to customer loyalty schemes in order to get more bang for their buck in the recession, according to new research.

A study by The Logic Group has indicated that over three quarters of British consumers are now part of a brand’s loyalty scheme, with many signed up to a wide range of schemes in order to boost the chances of finding a bargain.

The Logic Group has labelled this as the rise of the ‘promiscuous customer’, who doesn’t mind where they get their products as long as the price is right.

According to, 42 per cent of these customers stated their desire to receive such offers whilst they were out shopping, perhaps via an SMS marketing service or something similar.

Indeed, almost one in six customers admitted that they openly use their mobile phone to check details, prices and reviews of products they are interested in whilst shopping.

Speaking to, The Logic Group’s director of customer interaction Jon Worley agreed that taking advantage of this trend could be key for retail marketers in the future.

He said: “Promiscuity on the part of the consumer is a reflection of the perceived value of their interaction with merchants and brands. Consumers want more bang for their buck.

“The rapid proliferation of mobile technology and digital social communications will play an important part in the multichannel customer engagement strategies in 2013.”