Consumer insights – direct mail and supermarket loyalty card holders

The loyalty card concept is a popular way of connecting with consumers, offering marketers a vital means of collecting data and increasing the accuracy of targeting.

This MMC 2009 report analyses the supermarket loyalty card holder sector, providing snapshots of the current market climate and highlighting the benefits of using direct mail to communicate with consumers who use these cards.

With research by Billetts, BMRB, Mintel and TGI, broken down into age groups (from the 25-34 year olds to the over 65s), there are insights into:

• The most popular loyalty cards.
• The best ways of targeting loyalty card users.
• What makes consumers open mail – and what puts them off.
• The types of mail they prefer, with 79% of supermarket loyalty card holders saying they like receiving money-off vouchers, special offers or coupons.
• Effective ways of maintaining loyalty and rewarding shoppers for their custom.