Faaez Samadi
Feb 22, 2017

Billions wasted on failing brand loyalty programmes

Singaporeans are withdrawing from traditional loyalty programmes, with strong negative consequences for brands, according to an Accenture study.

Brands are losing billions of dollars propping up outmoded and increasingly irrelevant loyalty programmes that consumers are disengaged with, according to a new report from Accenture Strategy.

Millions of loyalty points are lying inactive in consumer accounts, and 80 percent of Singapore consumers, for example, are withdrawing their loyalty to brands at profit-harming rates. Accenture's study examined the attitudes and experiences of 360 Singapore consumers among 25,426 respondents worldwide.

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