Rectangles : on average, the French have five to six without taking full advantage of them due to lack of visibility on the advantages, understanding of the mechanisms and good timing. Nothing insurmountable though ! Eagle Eye, global specialist in loyalty solutions, identifies five simple actions to transform these programs into leverage.
7% of French people have at least one loyalty card. So, Carrefour claims 14 million carriers ; Auchan, nearly 9 million. Cashback, personalized challenges, deferred vouchers, cumulative rounding, points convertibles : loyalty programs promise to save on average several tens of euros per brand per year. But at checkout, a large part of this value remains unexploited. With inflation starting to rise again (1,7 %), driven in particular by tensions in the Middle East, letting benefits already in your pocket lie dormant means very concretely losing purchasing power.
A leak of value
“On average, the French are registered with five or six loyalty programs. However, 25 to 30% of accumulated benefits are never used even though they can reach several tens of euros per year. “A real leak of value ! Consumers are losing purchasing power. Brands are losing engagement opportunities, attendance and income”, relieves Damien Authier, country manager France d’Eagle Eye, for which “fidelity must not be occasional. It must become a reflex everywhere and all the time, including on vacation”.
The five laws of loyalty
- Understand the program rules : dates, conditions, activation thresholds. Each program obeys its own logic.
- Go through the applications (access key to benefits) : offers and challenges are now mainly accessible from mobile.
- Activate your benefits (do not let value lie dormant) : many benefits must be activated before purchase, otherwise they do not apply.
- Draw your card at the right time (the right timing) : promotions, Ongoing bonuses and offers can increase winnings. Used at the right time, the same advantage can yield much more.
- Concentrate your purchases on certain brands to maximize profits : multiplying cards dilutes profits. Focus on a few brands, this allows you to reach thresholds more quickly and obtain more relevant offers. Reflexes that are enough to regain control of your loyalty !
