British supermarket Sainsbury's is bringing its Nectar points scheme into the digital age with a dedicated app and customised deals. With bargain-hunting habits diminishing brand loyalty, personalised programmes that speak to individual preferences can win shoppers over.

Through a premium subscription service, Fitbit is bringing hyper-personalised fitness and wellbeing solutions to its users. The launch comes as health-conscious consumers seek new levels of tailored insights to track and maximise their performance and health.

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.

Membership schemes promise a wide range of benefits to those who sign up – from discounts at supermarket tills to a free upgrade on a flight – but what motivates young Britons to join a club or loyalty programme? Do they simply care about freebies are they after something more meaningful?