How much are you paying for or investing to maintain your company’s loyalty program? It simply might be too much. Today, fresh prepared food is driving frequency more than legacy loyalty programs according to Foodservice Solutions® Grocerant Guru™ Steven Johnson.
Kurt Jetta, Ph.D. CEO and founder, TABS Group stated that “The evidence is pretty compelling, though, that there are fewer incremental sales and profits being generated”. Jetta, when on too outline eight reason why retailer loyalty programs do not work as they once did. Here are the eight reasons:
1. The offers are confusing
2. The offers are deceptive
3. The offers are less.
4. The offers are exclusionary
5. The offers are unrealizable
6. They are not "Loyalty" programs anyway
7. They are expensive to execute
8. They breed complacency
Fresh prepared Ready-2-Eat and Heat-N-Eat food is compelling. It does drive top line sales and bottom line profits while driving frequency because it is simple for the consumer to understand while satisfying the urgency of I want it now.
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