The world of loyalty has changed in the past decade with many iterations to reward programmes, points systems and discount schemes. In the past decade, what has been the most prominent change and what methods can we expect in the future from retailers to retain customers? Webloyalty's Managing Director, Dominic West, shares his experiences of over a decade of working within the field of loyalty. His recollections encompass the early days of loyalty programmes created by the supermarkets and the newer methods of engaging with shoppers using the latest digital technology.

The aim of loyalty schemes in the past was about giving customers a discount for signing up to a programme and the assumption was that they would continue to be a part of this subscription if the discount levels were attractive. However, the plethora of options has meant retailers have had to differentiate themselves from the competition by enhancing their offering from simply discounts. This whitepaper allows readers to gain insight into the various loyalty programmes and initiatives businesses are using to improve customer retention.