What’s wrong with loyalty cards?

We recently surveyed consumers about supermarket loyalty cards. The consumers were fairly happy with them, with 68% being frequent users, 68% expressing above average satisfaction and 75% using between one and three cards. Here is what the consumers suggested to make loyalty cards a whole lot more enticing:

• Provide discounts on all shopping not just items you are trying to move
• Actually rather than discounts just give me cash back
• Give me a phone app so I don’t have to carry the plastic around