Most notably employed by large retail chains, the idea of loyalty marketing is to keep the customer coming back. Loyalty schemes often reward points for repeat custom, which can be redeemed against goods in the same or other outlets.
The Sainsbury's Nectar card and reward system is a typical example where consumers earn points by solely food shopping with the chain. This scheme has now been carried across other large brands who have formed an alliance including Argos, Barclaycard, Debenhams and BP.
