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  • How do shoppers show their loyalty to brands?
  • How do shoppers show their loyalty to brands?
    Tobias Nii Kwatei Quartey (2019) ©
Science

Stay with me! The science of brand commitment

Membership schemes and referral bonuses are just a few of the ways brands try to boost shopper loyalty but are they enough to forge long-term commitments? Canvas8 spoke to Debra Grace, a marketing professor at Griffith University, about how to measure people’s relationships with brands.

Location Global

Scope
Launched in November 2019, Tesco’s Clubcard Plus is the first subscription-based loyalty programme from a British supermarket. The scheme costs £7.99 a month and allows members to earn points on purchases that can be redeemed for money-off vouchers, as well as 10% off two shopping trips a month. With the retailer saying it could save shoppers up to £40 a month, the move aims to build loyalty among bargain-hunting consumers at a time when discount supermarkets are capturing record levels of market share from the ‘Big Four’.

With research showing that 64% ...

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