Despite 80% of UK consumers participating in loyalty schemes, many programmes fail to show a clear financial return due to poor tracking, over-reliance on discounts, and lack of financial oversight. Brands often treat loyalty schemes as cost centres, which hinders their profitability. “Loyalty programmes have the potential to be powerful strategic tools for customer retention and revenue growth, but success depends on their execution and financial accountability,” says Stephen Gilbert, VP Salesforce loyalty, at Collinson International. He continues: “We strongly advocate for involving finance colleagues, particularly the CFO, in developing the loyalty programme strategy. This is for two specific reasons: to ensure alignment with financial goals and to develop formulas that accurately capture incremental profit. It curbs the problem of missing metrics.” By focusing on ROI measurement and financial discipline, brands can turn their loyalty programmes into revenue-generating assets and position themselves for long-term success. Read our full article on The Grocer.
