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Shoppers' loyalty to high street cards.

SMART shoppers are saving more than pounds 190million a year thanks to loyalty cards, according to new research.

A study of 2,000 consumers by Plastic Card Services revealed 86% of Wales' adult population own at least one such card and each individual consumer saves an average of pounds 92.76 annually, meaning pounds 191.5m is saved every year across the country.

Commissioned to mark 30 years of UK high street loyalty card schemes, the survey found Welsh shoppers carry an average of three loyalty cards in their wallets and purses, while a quarter (25.35%) own five or more.

But 5% of consumers admitted they never cash in their points.

Half of adults in Wales told researchers they are more likely to make a purchase if a store offers a loyalty card scheme and over two thirds (66.91%) said it makes them feel more loyal. This figure rises to eight out of 10 for shoppers under-25.

Speaking about the results, Rob Nicholls, MD of Plastic Card Services, said: "It is astonishing to think of the impact loyalty cards have had on consumer behaviour over the past 30 years.

"Our research has been able to highlight, in black and white, the savings that shoppers can make as a direct result of using loyalty cards."
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Title Annotation:Business
Publication:Daily Post (Liverpool, England)
Date:Aug 1, 2012
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