Dansk Supermarked, Tesco, Sainsbury’s, Coca-Cola and Comfort are just some of the leading supermarkets and FMCG brands named as finalists in this year’s Loyalty Awards (EMEA).
Loyalty is proving a pivotal area for developing technologies especially in the areas of mobile and big data, and this is reflected in this year’s 200 entries.
The Loyalty Awards have a strong representation from supermarkets and brands throughout the Europe, Middle East and Africa region across this year's categories.
This is a very exciting space right now,” said Eric Austin, chairman of the judges.
"The concept of loyalty is keeping up with the potential that is being created by emerging new technologies and it really is redefining itself.”
Annich McIntosh, CEO of The Loyalty Awards told ESM, “Supermarkets, with existing loyalty programmes, are doing interesting things using analytics to further the customer relationship, and those with new programmes are exploring ways to use social media and mobile effectively.”
With loyalty undoubtedly growing in importance in the retail space, the FMCG space - on the other hand - is a conundrum, she said.
“It is such a no-brainer to offer rewards to customers to stick with one brand, especially when price cannot be used as a differentiator, even if this reward is just entry to a game or a club.”
She says she is surprised by how few direct brand-to-consumer initiatives are in operation.
The Loyalty Awards ceremony will take place at the Grosvenor House, Park Lane, London on June 10.
To view the full list of nominees, visit http://www.theloyaltyawards.com.
© 2014 - European Supermarket Magazine
