The most common types of loyalty programmes are frequent shopper schemes, frequent flyers, frequent guest schemes, credit card rewards, coalition loyalty programmes, coupons and vouchers.
Loyalty programmes have high participation rates in the West.
Loyalty programme penetration in the UK and Canada is in excess of 70 per cent.
In India, the participation in loyalty programmes as a percentage of Indian population is negligible.
Indian companies offering loyalty programmes include I-Mint (a coalition loyalty programme provider), Shoppers Stop, Hindustan Petroleum, Bharat Petroleum, ITC Welcomgroup, Taj Hotels, Jet Airways and Air India.