People love the idea of loyalty schemes – but this doesn't always translate into actually using them. In a campaign nudging people to use the points on their Nandos card, the chain shows the extreme lengths people will turn to to get a free meal – when they might already have one in their pocket.

Retailers have long leaned on membership programmes to keep shoppers coming back, but what kind of perks do Britons expect from these schemes? Canvas8 spoke to 20 people from across the UK to learn what makes them likely to sign up and what has them cutting up their reward cards.

A report analysing almost 200 loyalty schemes across sectors has revealed a 17% increase in those offering experiential rewards, compared to 2018. With occasional correspondence and points no longer winning consumer favour, people want brands to go the extra mile to connect with them personally.

Membership schemes promise a wide range of benefits to those who sign up – from discounts at supermarket tills to a free upgrade on a flight – but what motivates young Britons to join a club or loyalty programme? Do they simply care about freebies are they after something more meaningful?