This Marketing Dissertation Explores Consumer Loyalty in Retail - An Investigation into Loyalty Schemes. Consumer Supermarket Loyalty Cards. Consumer loyalty is one of the most valuable assets a retailer could possess. With increased competition from rival stores and brands, a vast range of product choice and variations, and the expansion of internet trading and comparison websites, loyalty is scarcely existent in the modern retail environment. With the retail world saturated in plastic cards, point schemes, and a whole spectrum of consumer loyalty tactics, the investigation into loyalty schemes establishes their effectiveness in living up to their name. Research has expanded knowledge of previous authors, and examines what does and does not make a consumer loyal, taking into account the effect of loyalty cards for both the consumer and retailer. It attempts to develop an understanding of the most effective way for retailers to turn a mere consumer into a loyal customer. The developm
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