As well as attracting new business partners, Alspach needed to find out why customers shunned existing loyalty schemes. ‘We spoke to people who had a number of reward cards in their wallet but were...

As well as attracting new business partners, Alspach needed to find out why customers shunned existing loyalty schemes. ‘We spoke to people who had a number of reward cards in their wallet but were not using them. We talked to them about their perceptions of existing programmes and discussed what wasn’t working for them,’ says Alspach. It quickly emerged that customers wanted reward schemes to be as straightforward and simple as possible. ‘We tried to design a programme based on the idea of effortless rewards – which were easier to earn, easier to use and easier to redeem,’ she says.