I found the following Byron Sharp Perspective on Loyalty Programs thought-provoking. Note particularly:
“Marketers have tended to use the loyalty program concept as an all-purpose marketing initiative, when in fact loyalty programs attract the least desirable consumer for a supermarket wanting to increase its business – the ones who already are loyal and do most of their shopping in your store,” he said.
“These shoppers actually have the most to gain – something for nothing. They are more likely to learn about the loyalty program and put in the effort to sign up – because they are already shopping there and most consumers join a program in-store.
“Infrequent shoppers – the customers a supermarket would like to have change their behaviour and shop at an outlet more often – are actually less likely to get around to joining up.”