The hidden costs of loyalty programmes

RNZ4 Sep, 2026 05:32 AM3 mins to readShoppers trade personal data for rewards that may not match their needs.Shoppers trade personal data for rewards that may not match their needs.By Susan Edmunds of RNZShoppers using loyalty programmes are benefiting retailers more than themselves, new research says.It comes as Bunnings launches its first rewards programme, offering a $5 reward for every $500 spent.

Edith Cowan University professor of marketing and service science Sanjit Roy said the loyalty market