What the data tells us about how to approach loyalty in 2021

We recently asked thousands of people around the UK what they’re most excited to spend money on, and the answers were great news for some businesses, and difficult reading for others.

The public told us that they overwhelmingly want to spend their money on experiences.

Travel, indoor dining, leisure, seeing friends and family were all at the top of the list by a big margin. By contrast, interest in spending on tech, cars, and other areas was surprisingly low.

You can read more about what’s in our data here, but we want to focus here on what the data means for how you might approach customer loyalty in 2021.

What it means for your business

In a crucial period for every business, no one can ignore the public when they make their priorities so abundantly clear.

And our data shows us there’s two camps. Those in the sun, with demand pouring in from the public, and those in the shade, where the interest is a bit cooler.

In the sun

While things will be busy now, it never hurts to focus on the future.

At some point, there will be a re-balancing of the wants and needs of the public. Currently, the public are desperate to make up for all the lost time over the last year, but that kind of over-the-top enthusiasm just won’t last forever.

Eventually, the familiar troubles of the hospitality, travel, and leisure industry will return. It pays to think about how to make sure the customers coming in now stick with you in the future.

We have much more information here about what you can do to keep customers coming back over time, but if we had to pick one thing to focus on here, it’s exclusivity.

As we discussed in one of our articles recently, research shows that exclusivity is one of the main things customers want in exchange for their loyalty to brands.

Prioritising your existing customers, and the customers who have stuck with you through lockdown, is how you best place yourself to keep them when the buzz of fewer restrictions fades away.

In the shade

No one can argue with what the public wants, not when the stats show overwhelmingly what they’re interested in.

But as we pointed out earlier, at some point balance has to be restored. You can keep engagement in your business high with communication and help for your existing customers.

Stay in touch with your customers and keep a constant level of engagement with timely, helpful content. You’ll know better than us, sight-unseen, what your customers respond to – but you want to make sure you keep your brand alive in their minds when they turn their interest back to your industry.

If possible, also gather feedback on what your customers are looking for and interested in from you, and be prepared to offer it.

Over to you

Whichever camp you’re in, there’s a way to make the most of the rest of 2021. You can check out our advice in the links in this article.

If you need any help, or just want to bounce some ideas around, we’re always here for a chat. Use the live chat or call us during working hours, or shoot us an email any time.

Guest blog: Christmas shopping at Essential Shops with Love2shop Gift Vouchers

Our colleagues at Park Christmas Savings, also part of Appreciate Group, wrote this fantastic blog on how to grab some great Christmas presents while doing your essential shopping with Love2shop Gift Vouchers.

Being restricted to shopping at essential stores doesn’t mean you can’t do some of your Christmas shopping and spend your Love2shop Gift Vouchers on festive food, drink and presents.

So, to help you navigate Christmas shopping with Love2shop Gift Vouchers in lockdown 2, we’ve put together a small guide. 

You can still spend your Love2shop Gift Vouchers in some of the most loved high street brands during the current restrictions including: 

  • Iceland 
  • Boots 
  • Wilko 
  • Halfords 
  • WH Smith (where there is an instore Post Office) 

But the great thing is, they stock plenty more than ‘essentials’, meaning you can take care of your gift shopping at the same time if you want. We picked out some of our favourite gifts that can still be bought right now  

Essential retailers accepting Love2shop products in November

There will still be plenty of retailers accepting Love2shop products throughout November’s new national restrictions and until all shops re-open. That includes a few brands that will become very popular as we get closer to Christmas.

Where you can still spend depends on which product your staff or customers have. If you know whether they’re using Love2shop Gift Cards, Gift Vouchers, or Contactless, click the the product below to skip to that product.

Please note, however, that when sharing this information with your staff, we must ask that you encourage your employees to stay safe while shopping for essentials: adhering to social distancing, wearing masks, and washing hands wherever possible.

Skip to a specific Love2shop product:

Essential retailers accepting Love2shop Gift Cards

Spending Love2shop Gift Cards online

Love2shop Gift Cards can also be spent online with the following retailers:

Love2shop Gift Card e-Gift Card exchange

The funds on a Love2shop Gift Card can also be swapped online at Love2shop.co.uk for an extra range of brands that includes at-home services and online shops.

Essential retailers accepting Love2shop Gift Vouchers

*WH Smith will accept Love2shop Gift Vouchers in locations with an attached Post Office

Essential retailers accepting Love2shop Contactless

Love2shop Contactless can be spent in-store throughout November at:

Spend Contactless online

Love2shop Contactless users also enjoy access to a huge variety of online shops to spend their reward. Too many to list here, truth be told! Take a look at the full list of websites and stores that accept Contactless here (PDF link).

If you have any questions, or concerns, you’re always welcome to get in touch. You can call us or use our live web chat during business hours, or send us an email on info@appreciate.co.uk.