Brands using loyalty schemes to make customers stick

Taking cognisance of the paradigm shift in the consumer behaviour in the urban landscape of the country with the advent of plastic money, companies across the board have struck upon a novel idea — the ‘Gift cards.’ Gift cards have become part of the customer loyalty programmes where they are induced to buy as loyal customers of brands of their choice. Loyalty programmes enable retailers to sell more and also helps customer to earn points that can be redeemed for a wide variety of rewards. Besides getting points, these cards also provide privileges like an invite for the preview of a sale, getting special entertainment or a cricket match ticket, etc.