Paperchase’s recently launched ‘Treat Me’ scheme is the latest to set itself apart from the traditional points-based approach with the proposition ‘No Points – Just Perks’; but with Morrisons having finally succumbed to a points-based loyalty scheme in the last year and the plethora of ‘points for pounds’ programmes now available everywhere from coffee shops to book stores (even my local greengrocer has one) it looks like points are here to stay. Here’s why:
So, points programmes may very well serve the customer and retailer well for many years to come, but there are a few simple rules which should be adhered to. First and foremost, points cannot be seen as a disguise for over-pricing. Equally importantly, they have to be easy to earn and spend across all available channels, and ideally combined with softer rewards.