Want to save the High Street? Stop targeting customers

To revitalize the struggling High Street amidst declining footfall due to online competition and changing consumer behaviors, retailers should shift their focus from highly targeted acquisition strategies to fostering customer retention and loyalty. While traditional methods prioritize attracting new customers through incentives, this approach fails to ensure consistent traffic and long-term engagement. Instead, implementing card-linked loyalty programs can provide a seamless and frictionless way to retain both new and existing customers by automatically applying discounts and rewards when purchases are made with enrolled payment cards. This strategy not only encourages repeat visits but also capitalizes on the significant cost-effectiveness of retaining customers over acquiring new ones, ultimately supporting the coexistence of online and offline shopping experiences and sustaining the High Street's relevance.

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