Loyalty schemes urged to embrace green initiatives

by Alex Donohue, Brand Republic 08-Jan-08, 12:05

LONDON - Retailers using loyalty card schemes are being urged by a new report to increase the incentives offered to customers who buy and use environmentally friendly products.

The study, which was researched and compiled by business consultancy Razor's Edge, looked at the retail reward schemes of 27 companies in six countries.

It found that only Tesco's Green Clubcard offered users points incentives for buying and using environmentally friendly products.

Razor's Edge predicts more retailers will start integrating green points-based incentives into their loyalty schemes in the next three years, adding that the benefits for brands are "too good to be ignored".

Bruce Conradie, managing director of Razor's Edge, said: "Green marketing is rapidly becoming a major issue of concern to consumer products companies around the world, and retailers are no exception.

"Yet the vast majority of retailers have yet to build green elements into their loyalty offerings. The advantages of doing so are just too good to be ignored."

The full report, The Retail Rewards Programmes Around the World 2007, is available from Razor's Edge.