A total of 87% of consumers say a good loyalty scheme will encourage them to repeatedly buy, research has revealed. 

A study by Gi Solutions found that a loyalty scheme has persuaded customers to keep buying from that brand, while 94% of UK consumers belong to at least one loyalty programme.

Bakeries like Greggs, Paul UK and Hummingbird Bakery run a loyalty card, with Greggs’ mobile loyalty app allowing customers to pay contactless.

The report by Gi Solutions said: “A loyalty programme is a powerful tool for tracking, understanding and responding to consumer behaviour. At its most fundamental level, a scheme enables a company to reward, listen and communicate.”

It also said that women were more likely to be receptive to loyalty schemes, with 90% of women saying a “good loyalty scheme” has led them to continue buying from a company over the last few years, versus 84% of men.

When Greggs launched the new scheme, Roger Whiteside, Greggs chief executive, said: “We are really excited to announce the launch of Greggs Rewards across the UK. We’ve spent a lot of time talking to and listening to our customers and have found, through extensive consumer testing in the run-up to the launch, that a simple but rewarding scheme is something they want to fit with their on-the-go lifestyles.”