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Passcard has been claimed to be the first reward scheme or discount card, created around by Gary Wilson in [ citation needed ] and later known as Passkey. Of the "big four" supermarkets, Sainsburys and Tesco and Morrisons operate loyalty cards for general supermarket shopping.


Tesco's Clubcard scheme have been criticised for not offering value for money. Some retailers with banking operations also award points for every pound spent on their credit cards, and bonus points for purchasing financial services. A report in The Economist suggested that the real benefit of loyalty cards to UK outlets is the massive marketing research database potential they offer.

Vouchers are delivered at point of sale. After trials in , Tesco launched its Clubcard program, the UK's first nationwide supermarket-only loyalty card scheme, in with dunnhumby. Sainsbury's launched its Reward Card in This was replaced by the Nectar card in , which was launched in partnership with other major brands. The scheme gives a cardholder four points for every pound spent in a Boots store under normal shopping circumstances.

Most stores have kiosks which can be used in conjunction with the cards for "exclusive offers" which are printed on vouchers and can be used at the till. These vouchers enable money off specific purchases, extra points for specific purchases, or money off or extra points when spending has reached an amount specified on the voucher, or other offers such as double points on either everything of specific products.

Points equal pence in store, and can be spent at any time and on anything in store, providing the card has enough points to cover the entire cost of the merchandise. All Version Updates (Free) for iOS

The kiosk system was replaced with the Boots App in , where customers can automatically load offers on to their Advantage Card straight from their smartphone. Safeway's ABC Card was discontinued in Marks and Spencer and the John Lewis Partnership have credit cards which give vouchers in return for spending, and do issue separate loyalty cards such as the myJohnLewis card, myWaitrose card in the John Lewis Partnership and the Sparks Card in by Marks and Spencer.

Preorders earn a customer 20 points per pound. HMV has a reward card called purehmv which allows the customer to claim a variety of rewards, including in-store discounts. Maximiles [38] is an online coalition program claiming 1. This was described as "a tiered, digital loyalty and customer engagement program that is designed to build a lifelong relationship with the customer by providing a personalized experience through which they can manage their digital and technology needs.

The Ice Organisation launched MyIce. Ice's mission is to promote greener goods and services to mitigate climate change , and works with national and local retailers to encourage more local, sustainable consumerism. The Co-operative Food , the brand adopted by many of the larger members of the UK co-operative movement does not operate a traditional loyalty card scheme.

Instead, as consumer co-operatives , they operate a profit sharing scheme whereby an annual dividend is paid to all member-owners which is proportional to the total spend with the businesses during the previous year. Such dividend schemes have existed since the Rochdale Pioneers of the s. Paper record-keeping transformed in the s into a trading stamp scheme managed by the Co-operative Wholesale Society CWS , which was gradually withdrawn as margins declined. The loyalty card concept was used by some co-operatives to restore dividend payments at the turn of the 21st century, notably by the CWS's "Dividend" card, which was replaced by The Co-operative Membership card program.

The current members' dividend scheme is provided using the national co-operative brand and allows members of The Co-operative Group and many of the larger regional co-operative societies to earn their 'share of the profits' based upon their spend at many of the outlets which use The Co-operative brand rather than just at their own co-operative society e.

The Co-operative Group or the Midcounties Co-operative.


Formerly operated by British Airways , Airmiles was the most popular flight-related loyalty program in the UK, with 2. Airmiles-based programs frequently allow members to also collect points by spending on affiliated cards, such as British Airways Premium Plus credit card. The oldest loyalty program in Canada is Canadian Tire money , in which the Canadian Tire company gives out coupons which look like currency. More Rewards founded in operates mostly in the Western Canadian provinces with close relations to its grocery partnerships with the Overwaitea Food Group and its small coalition of other retailers.

Aeroplan began in as Air Canada 's frequent flier program, but since has been owned by Aimia Inc. The plum rewards program is Canada's largest loyalty program [ citation needed ] for reading enthusiasts, offering everyday discounts and special coupons at Chapters , Indigo Books and Music , Coles , SmithBooks, and Chapters-Indigo Online.

PetPerks is PetSmart 's reward program where members get a pre-determined discount on any item in the store that displays a PetPerks tag under the regular price tag. Vicinity is loyalty platform for small business retailers that was launched in May by Rogers Communications Inc. Almost every gas station chain in Canada offers some sort of loyalty program itself or in partnership.

In the US, several major retail chains, movie theatre networks, supermarket and fish market chains, and the three major pharmacy chains [46] require the cards in order for customers to receive the advertised loyalty price. Many retailers allow accumulation of fuel discounts. Some have tie-ins with airline frequent-flyer programs , and some agree to donate a percentage of sales to a designated charity.

By continent and country

Most notably, Walmart does not have a loyalty card plan, although anyone who purchases a gift card can generally get a 3-cent discount per gallon of gas at the fuel stations located on Walmart premises , in the 23 states with those Walmart fuel stations. The practice is common among book and music retailers, from large chains to independent retailers. In some instances, the customer purchases the card and receives a percentage discount on all purchases for a period of time often one year , while in other instances, a customer receives a one-time percentage discount upon reaching a specified purchase level.

Best Buy and Sears offer loyalty programs that offer points redeemable for dollar-amount discounts after accumulating a set number of points along with other discounts from time to time. Independent hardware stores, such as Ace Hardware and True Value , added customer loyalty programs in order to compete more effectively against larger chains as well as gather customer data. Customers with an association with a particular brand feel benefits for being part of the program. Ace's program also offers customers a way at the time of purchase to get items at a price which would normally require completing a mail-in rebate.

In addition, office supply retailers Staples and Office Depot started issuing club cards in they offer rewards in the form of credits towards future purchases on items purchased in the store or online which items and how much credit changes periodically. All major U. Other travel related reward programs include SeaMiles, with points that can be redeemed for cruises.

Between and before their purchase of Safeway , Acme Markets , Albertsons , Jewel-Osco , and Shaw's all owned by Albertsons LLC eliminated their loyalty cards in favor of discounts for all shoppers. Cardmobili, Foursquare , and Shopkick focus on using smartphones such as the Android and iPhone. Many loyalty programs operate in Australia , ranging from retail chains, individual stores, hotels, car hire businesses, credit card schemes, besides others.

The largest loyalty program is flybuys , established in and owned by Coles.

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Pulse has more than a million members. All major Australian banks offer credit cards with reward programs. Alternatively, some banks and credit card companies have their own programs, with points being either redeemable or transferable to various airline rewards programs. The largest loyalty program in New Zealand is Fly Buys. Kachingo was a short-lived "card free" programme.

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There has been a move away from traditional magnetic card, stamp, or punchcard based schemes to online and mobile online loyalty programs. While these schemes vary, the common element is a push toward eradication of a traditional card, in favour of an electronic equivalent. The choice of medium is often a QR code. Some prominent examples are Austrian based mobile-pocket established in , [62] the US-based Punchd discontinued from June , [63] , which became part of Google in With the introduction of host card emulation HCE and near field communication NFC technology for mobile applications, traditional contactless smart cards for prepaid and loyalty programs are emulated in a smartphone.

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Google Wallet adopted these technologies for mobile off-line payment application. The major advantage of off-line over the on-line system is that the user's smartphone does not have to be online, and the transaction is fast. In addition, multiple emulated cards can be stored in a smartphone to support multi-merchant loyalty programs.

Consequently, the user does not need to carry many physical cards anymore. In three cities, some independent coffee shops have set up experimental 'disloyalty card' programs, which reward customers for visiting a variety of coffee shops. Some companies complain that loyalty programs discount goods to people who are buying their goods anyway, and the expense of participating in these programs rarely generates a good return on the investment. Some other critics regard discounted prices and rewards as bribes to manipulate customer loyalty and purchasing decisions, [69] or in the case of infrequent spenders, a means of subsidizing them.

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A study found that most supermarket loyalty cards in the United States do not offer any real value to their customers. For some customers, participating in a loyalty program even with a fake or anonymous card funds activities that violate privacy.

One may view loyalty and credit-card reward plans as modern-day examples of kickbacks. Employees who need to buy something such as an airline flight or a hotel room for a business trip , but who have discretion to decide which airline or hotel chain to use, have an incentive to choose the payment method that provides the most cash back , credit-card rewards , or loyalty points instead of minimizing costs for their employer. Loyalty program Loyalty programs are structured marketing strategies designed by merchants to encourage customers to continue to shop at or use the services of businesses associated with each program.

Customer loyalty program. This article has multiple issues. Please help improve it or discuss these issues on the talk page. Learn how and when to remove these template messages. This article needs additional citations for verification.

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With Migros you collect points and get vouchers to spend as you want. Our secure app makes managing your health benefits easy through real-time access and intuitive navigation to all your important account information on the go! Loyalty programs are popular in Switzerland, with the two main supermarket chains, Migros and Coop prominent. The choice of medium is often a QR code. The following 3 users would like to thank zwissmiss for this useful post: adrianlondon , aout07 , argus.

November The examples and perspective in this article may not represent a worldwide view of the subject. January Social scientists. Government programs. Government agencies. Related concepts. Behavioral economics Social proof Default effect Libertarian paternalism Choice architecture Social engineering IT-backed authoritarianism Design for behaviour change. Nudge theory in business.