Loyalty Card Scheme Research Articles

Open all hours: spatiotemporal fluctuations in U.K. grocery store sales and catchment area demand

Conventional population estimates do not account for spatiotemporal fluctuations in populations over a diurnal timescale at the level of retail store catchments. This presents challenges for the retail location-based decision making process which seeks to predict sales volumes and their temporal characteristics prior to new store construction. We present a novel analysis of the temporal fluctuations of store sales, evidencing links between the spatiotemporal distribution of specific population subgroups and temporal store sales. Previous research linking spatiotemporal populations and store sales is limited owing to the fact that commercial data are not openly available to academic research. However, this research has unprecedented access to store level temporal sales data and an established loyalty card scheme from a major UK grocery retailer making these analyses possible for the first time. Additionally, we demonstrate that current store classifications were inadequate for grouping stores with similar sales profiles and propose four new clusters of stores based on the times of the day that they generate revenues. This development has clear academic and commercial benefits, aiding our understanding of consumer behaviours and a novel solution for improved location modelling. We lay the foundations for further research building spatiotemporal demand fluctuations into retail location models.

Venous thromboembolism capture on electronic systems in obstetrics patients at St Thomas' Hospital.

Venous thromboembolism (VTE) is one of the leading causes of maternal mortality in the UK. Therefore, timely VTE risk assessment is essential in all obstetrics patients. The Commissioning for Quality and Innovation (CQUIN) payment framework set a target for trusts to complete a VTE risk assessment within 24 hours of admission for 95% of patients. A combination of factors, including lack of integration between multiple IT systems, means that this CQUIN target is currently not being met for obstetric patients in the Hospital Birth Centre at Guys and St Thomas' NHS Trust.This project aims to increase staff awareness of this issue and educate them regarding the correct procedure for VTE assessment. Trialled methods included reminders at staff handovers, use of magnets on the patient whiteboard, posters and stickers displayed around the unit and a loyalty card scheme as incentive to complete assessments. Initial average completion rate was 20.7%, which increased to 67.5% after the first plan, do, study, act (PDSA) cycle with a slight drop to 65.7% after the second cycle. Completion rates increased to 92.3% on the last day of the third PDSA cycle. Although we did not reach the 95% target, we have raised awareness of the importance of recording VTE assessment on electronic systems, and hope we have created sustainable change.

Effectiveness and cost-effectiveness of a physical activity loyalty scheme for behaviour change maintenance: a cluster randomised controlled trial.

BackgroundIncreasing physical activity in the workplace can provide employee physical and mental health benefits, and employer economic benefits through reduced absenteeism and increased productivity. The workplace is an opportune setting to encourage habitual activity. However, there is limited evidence on effective behaviour change interventions that lead to maintained physical activity. This study aims to address this gap and help build the necessary evidence base for effective, and cost-effective, workplace interventions.Methods/designThis cluster randomised control trial will recruit 776 office-based employees from public sector organisations in Belfast and Lisburn city centres, Northern Ireland. Participants will be randomly allocated by cluster to either the Intervention Group or Control Group (waiting list control). The 6-month intervention consists of rewards (retail vouchers, based on similar principles to high street loyalty cards), feedback and other evidence-based behaviour change techniques. Sensors situated in the vicinity of participating workplaces will promote and monitor minutes of physical activity undertaken by participants. Both groups will complete all outcome measures. The primary outcome is steps per day recorded using a pedometer (Yamax Digiwalker CW-701) for 7 consecutive days at baseline, 6, 12 and 18 months. Secondary outcomes include health, mental wellbeing, quality of life, work absenteeism and presenteeism, and use of healthcare resources. Process measures will assess intervention “dose”, website usage, and intervention fidelity. An economic evaluation will be conducted from the National Health Service, employer and retailer perspective using both a cost-utility and cost-effectiveness framework. The inclusion of a discrete choice experiment will further generate values for a cost-benefit analysis. Participant focus groups will explore who the intervention worked for and why, and interviews with retailers will elucidate their views on the sustainability of a public health focused loyalty card scheme.DiscussionThe study is designed to maximise the potential for roll-out in similar settings, by engaging the public sector and business community in designing and delivering the intervention. We have developed a sustainable business model using a ‘points’ based loyalty platform, whereby local businesses ‘sponsor’ the incentive (retail vouchers) in return for increased footfall to their business.Trial registrationISRCTN17975376 (Registered 19/09/2014).Electronic supplementary materialThe online version of this article (doi:10.1186/s12889-016-3244-1) contains supplementary material, which is available to authorized users.

The Research of Loyalty Card Schemes Management in Chinese Food Retail Enterprises-Based on the Experiences of British Retailers

The purpose of the paper is to research the management of loyalty card schemes for Chinese food retail enterprises through learn from British food retail industry. Based on distribute questionnaires and develop focus groups, some problems about loyalty card schemes management will be found, and then some effective suggestions will be presented on conclusion part.

Exploring Small Area Demand for Grocery Retailers in Tourist Areas

This paper uses data from a major loyalty card scheme to draw insights about the characteristics of grocery expenditure by tourists. The authors explore the volume, value and composition of store-based visitor expenditure using consumer data from the loyalty card scheme. They focus on grocery spending at selected stores in Cornwall, a popular tourist destination in South West England. The loyalty card data provide a valuable source rarely available for academic investigations. The authors are able to analyse visitor spend by socio-economic and geodemographic characteristics, drawing a range of comparisons with residential demand from within the store catchment areas. They demonstrate that visitor grocery expenditure is complex and varies by store, destination and type of customer. The paper presents evidence to suggest that the current approaches used to estimate sales uplift and local-level economic impact from visitor demand are unable to account for the complexities of this form of expenditure. Based on these insights, the authors recommend that sophisticated modelling is employed to estimate the impact of visitor expenditure.

A lesson in business: cost-effectiveness analysis of a novel financial incentive intervention for increasing physical activity in the workplace.

BackgroundRecently both the UK and US governments have advocated the use of financial incentives to encourage healthier lifestyle choices but evidence for the cost-effectiveness of such interventions is lacking. Our aim was to perform a cost-effectiveness analysis (CEA) of a quasi-experimental trial, exploring the use of financial incentives to increase employee physical activity levels, from a healthcare and employer’s perspective.MethodsEmployees used a 'loyalty card’ to objectively monitor their physical activity at work over 12 weeks. The Incentive Group (n=199) collected points and received rewards for minutes of physical activity completed. The No Incentive Group (n=207) self-monitored their physical activity only. Quality of life (QOL) and absenteeism were assessed at baseline and 6 months follow-up. QOL scores were also converted into productivity estimates using a validated algorithm. The additional costs of the Incentive Group were divided by the additional quality adjusted life years (QALYs) or productivity gained to calculate incremental cost effectiveness ratios (ICERs). Cost-effectiveness acceptability curves (CEACs) and population expected value of perfect information (EVPI) was used to characterize and value the uncertainty in our estimates.ResultsThe Incentive Group performed more physical activity over 12 weeks and by 6 months had achieved greater gains in QOL and productivity, although these mean differences were not statistically significant. The ICERs were £2,900/QALY and £2,700 per percentage increase in overall employee productivity. Whilst the confidence intervals surrounding these ICERs were wide, CEACs showed a high chance of the intervention being cost-effective at low willingness-to-pay (WTP) thresholds.ConclusionsThe Physical Activity Loyalty card (PAL) scheme is potentially cost-effective from both a healthcare and employer’s perspective but further research is warranted to reduce uncertainty in our results. It is based on a sustainable “business model” which should become more cost-effective as it is delivered to more participants and can be adapted to suit other health behaviors and settings. This comes at a time when both UK and US governments are encouraging business involvement in tackling public health challenges.

Identifying seasonal variations in store‐level visitor grocery demand

Purpose – The purpose of this paper is to understand the contribution of visitor demand to the seasonal sales variations experienced at grocery retailers in Cornwall, South West England.Design/methodology/approach – Working collaboratively with a major UK retailer provides access to store trading information and customer data from a popular loyalty card scheme. The authors use spatial analysis to identify revenue originating from outside the store catchment, and explore the spatial and temporal nature of the visitor demand recorded in‐store.Findings – The paper demonstrates the significant degree of seasonality experienced around stores in terms of their revenue generated from out‐of‐catchment visitors, and highlights implications for store location planning. Most notably, visitor expenditure tends to demonstrate far more spatial and temporal clustering than residential demand. The authors argue that it is essential for retailers to ensure that their location planning makes full use of all available consu...

Exploring the influence of three types of grocery retailer loyalty programs on customer affective loyalty

Loyalty programs have become a key tool in retailer marketing strategies. In order to manage client heterogeneity adequately, companies have implemented different types of programs: reward programs (RP), loyalty cards (LC) and VIP programs. This paper explores the effects of these three types of programs and provides a comparative analysis of the influence that these three types of programs have on the affective loyalty towards the retailer of customers participating in them. Results show that VIP programs are the most effective in achieving customer affective loyalty, whilst people taking part in reward programs and loyalty card schemes evidence no differences in their affective loyalty towards the store. It can thus be concluded that clients who are loyalty card holders do not value the intangible rewards (preferential treatment) they receive from the store.

The ‘Physical Activity Loyalty Card Scheme’: A RCT investigating the use of incentives to encourage physical activity

Introduction: A recent Public Health White Paper in the UK highlighted the Government's support of incentives or ‘nudges’ to encourage healthy behaviour changes. However, evidence supporting their effectiveness, particularly for physical activity (PA), is sparse.

Exploring the use of physical activity loyalty cards for behaviour change in public health: randomised controlled trial

BackgroundPhysical inactivity is a major public health concern, and more innovative approaches are urgently needed to address it. The UK Government supports the use of incentives and so-called nudges to encourage healthy behaviour changes, and has encouraged business sector involvement in public health through the Public Health Responsibility Deal. To test the effectiveness of provision of incentives to encourage adults to increase their physical activity, we recruited 406 adults from a workplace setting (office-based) to take part in an assessor-blind randomised controlled trial. MethodsWe developed the physical activity loyalty card scheme, which integrates a novel physical activity tracking system with web-based monitoring (palcard). Participants were recruited from two buildings at Northern Ireland's main government offices and were randomly allocated (grouped by building [n=2] to reduce contamination) to either incentive group (n=199) or no incentive group (n=207). We included participants aged 16–65 years, based at the worksite 4 days or more per week and for 6 h or more per day, and able to complete 15 min of moderate-paced walking (self-report). Exclusion criteria included having received specific advice by a general practitioner not to exercise. A statistician not involved in administration of the trial prepared a computer-generated random allocation sequence. Random assignments were placed in individually numbered, sealed envelopes by the statistician to ensure concealment of allocation. Only the assessor was masked to assignment. Sensors were placed along footpaths and the gym in the workplace. Participants scanned their loyalty card at the sensor when undertaking physical activity (eg, walking), which logged activity. Participants in the incentive group monitored their physical activity, collected points, and received rewards (retail vouchers) for minutes of physical activity completed over the 12-week intervention. Rewards were vouchers sponsored by local retailers. Participants in the no incentive group used their loyalty card to self-monitor their physical activity but were not able to earn points or receive rewards. The primary outcome was change in minutes of moderate to vigorous physical activity with the Global Physical Activity Questionnaire, measured at baseline, week 12, and 6 months. Activity was objectively measured with the tracking system over the 12-week intervention. Mann Whitney U tests were done to assess change between groups. FindingsThe mean age of participants was 43·32 years (SD 9·37), and 272 (67%) were women. We obtained follow-up data from 353 (87%) participants at week 12 and 341 (84%) at 6 months. At week 12, participants in the incentive group increased moderate to vigorous physical activity by a median of 60 min per week (IQR −10 to 120) compared with 30 min per week (–60 to 90) in the no incentive group (p=0·05). At 6 months, participants in the incentive group had increased their moderate to vigorous physical activity by 30 min per week (–60 to 100) from baseline compared with 0 min per week (–115 to 1110) in the no incentive group (p=0·099). We noted no significant differences between groups for use of loyalty card (p=0·18). Participants in the incentive group recorded a mean of 60·22 min (95% CI 50·90–69·55) of physical activity per week with their loyalty card on week 1 and 23·56 min (17·06–30·06) at week 12, which was similar to that for those in the no incentive group (59·74 min, 51·24–68·23, at week 1; 20·25 min, 14·45–26·06, at week 12; p=0·94 for differences between groups at week 1; p=0·45 for differences between groups at week 12). InterpretationFinancial incentives showed a short-term behaviour change in physical activity. This innovative study contributes to the necessary evidence base, and has important implications for physical activity promotion and business engagement in health. The optimum incentive-based approach needs to be established. Results should be interpreted with some caution as the analyses of secondary outcomes were not adjusted for multiple comparisons. FundingNational Prevention Research Initiative and funding partners (Alzheimer's Research Trust; Alzheimer's Society; Biotechnology and Biological Sciences Research Council; BHF; Cancer Research UK; Chief Scientist Office, Scottish Government Health Directorate; Department of Health; Diabetes UK; Economic and Social Research Council; Engineering and Physical Sciences Research Council; HSC R&D Division of the Public Health Agency; MRC; Stroke Association; Welsh Assembly Government; World Cancer Research Fund, Department for Employment & Learning, Northern Ireland).

Multi-Brand Loyalty Cards: A Good Idea

The UK's leading coalition loyalty card scheme was launched at a time when questions were raised regarding the viability of such schemes. Two years into the scheme, it is now appropriate to review the scheme's relationship with its' customers and judge its' success in terms of its ability to influence card holders' behaviour. To meet the objectives a survey methodology was adopted, and a new questionnaire devised for administration to a sample of coalition loyalty card scheme cardholders. The survey achieved 153 responses from the scheme members. Findings from the study revealed that coalition loyalty card scheme holders' exhibit weak bonds between the card provider and its customers and that customers display signs of low commitment, low trust and low perceived relational benefits. There is a decisive lack of awareness of many sponsors and this confusion seemed to be leading to the use of coalition loyalty card scheme as a single-brand card. Although usage rates are on a par with other loyalty schemes, a lack of involvement seems apparent; indicating that no considerable increase in share of customer had occurred. This is mainly down to poorly targeted communications and irrelevant reward offerings. Finally, there was little to suggest that coalition loyalty card scheme are currently having much influence over consumer behaviour, as the bonds between the two parties were not strong enough to encourage this. However, this does not indicate that the current market leader is currently unsuccessful, there is evidence to suggest consumers perceive real benefits in coalition schemes and that there is a willingness to alter their behaviour if the motivation is sufficient. Implications for future research include more specific investigations into the dynamic of the relationship between loyalty schemes and consumers and further research on coalition schemes per se.

The role of loyalty card data within local marketing initiatives

Within many retail organisations it would seem that the current position of loyalty card schemes is such that they are at something of a crossroads. With a number of high‐profile retailers having terminated their schemes, and others seemingly unable or unwilling to achieve viable returns through the effective use of loyalty card data that are gathered, it appears timely to outline the potential applicability of such data for practitioners seeking to maximise their use and academics concerned with researching the phenomenon. The insights that can be gleaned from analysis of loyalty card databases arguably represent the most significant benefits of scheme implementation. To that end, this paper sets out the current use of such data in a (potentially) fruitful area, that of local marketing initiatives, and the prospective future use of such data therein. Drawing on earlier work that has considered the importance of the geographical nature of loyalty card data, illustrative models highlight how such data can be placed in the retail locational hierarchy and how they can be utilised in local marketing initiatives.

Exploring the geographical dimension in loyalty card data

Considers the potential that retail loyalty card schemes offer for a more informed understanding of consumer behaviour. With the widespread introduction of loyalty card schemes across the UK, Europe and North America, retailers now have the opportunity to link detailed shopping pattern information to the individual consumer. Data gathered from loyalty card transactions can be referenced to the address of the individual, and as such, can be considered to be a particular type of potential geographic information. Based on detailed semi‐structured interviews within five UK retail organisations that have implemented loyalty card schemes, the article shows the nature of data analysis and applications at present, with data being mostly utilised in direct marketing. It is argued that recognition of the geographic nature of loyalty card data is currently lacking amongst scheme operators, yet is vital if higher order functions are to be realised. To that end, the paper presents visual frameworks that position loyalty card data within the organisational hierarchy and highlight potential techniques and applications that can be achieved via loyalty card data analysis.

Points make discounts: a loyalty card scheme for veterinary practice

VETERINARY practices, as stand-alone businesses, respond, like other businesses, to recognised business disciplines. Here, David Finlay describes how one of the fastest growing marketing tools in recent years - the...

Food retailing loyalty schemes – and the Orwellian Millennium

The food retailing loyalty scheme is one of the marketing phenomena of the 1990s with most of the major supermarket multiples now having a customer loyalty card scheme. Consumers reciprocate by possessing loyalty cards – there are 40 million such cards in circulation. By knowing what individual consumers buy, the food retailer should be able to target them with relevant offers whilst the consumer saves money in the process. The dilemma for the consumer is one of cheaper shopping on the one hand and privacy invasion on the other because they reveal details about themselves every time they let their purchases at the checkout be matched with their data file via the loyalty card. The dilemma for supermarkets is whether loyalty schemes create truly loyal relationships or whether they are merely sales promotions.