Cards in context – the comparative development of local loyalty schemes

Abstract

Over the last five years, a great deal of attention has been paid to the genesis of what have come to be termed local loyalty cards. Researches the development of the pioneering card – based in Leominster, Herefordshire. This programme of research has led to contacts with a large number of such schemes in Britain – totalling over 60. With the creation of a database of these cards it has now become possible to produce a typology of local loyalty cards. Examines the motivation to adopt and, ultimately, the process whereby individual localities came to select a particular system from the increasing range of available card systems. Also illustrates the remarkable diversity in the nature and scope of such card schemes.

Citation

Worthington, S. and Hallsworth, A. (1999), "Cards in context – the comparative development of local loyalty schemes", International Journal of Retail & Distribution Management, Vol. 27 No. 10, pp. 420-429. https://doi.org/10.1108/09590559910297910