Premium Loyalty programmes: Taking the next step for deeper customer engagement

In 2020 we saw several major retailers launch premium loyalty programmes. This trend, where customers pay upfront for exclusive benefits, looks likely to continue at pace in the coming months.

But what’s the reason for this boom in premium loyalty programmes? Are customers now happy to paying for benefits upfront? Are they confident that they’re receiving more value than they’re paying for? And what value expectations should be considered by retailers, both in terms of convenience and monetary savings?

Download this report today to read dunnhumby’s perspective on how effective premium loyalty programmes are being designed in 2021, and examples of the retailers who are quickly becoming industry leaders.