The latest report from database marketing and loyalty scheme specialist GI Insight reveals that loyalty schemes have become more important to retailers over the course of the recession.

74% of marketing decision makers in the retail sector felt that loyalty schemes have become more vital to successful business over the last two years.

When broken down within the retail industry, the figures revealed that only 50% of respondents from firms in the retail grocery sector saw loyalty schemes as key to weathering the recession compared to 88% of those representing fashion retailers.

While a number of grocery retailers, including Tesco and Sainsbury's, have developed loyalty programmes, others such as Asda have completely rejected the idea that loyalty schemes are important for customer retention.

Andy Wood, managing director at GI Insight, said: "As far as the supermarkets are concerned, it is possible that the loyalty detractors, such as Asda, are bringing the overall percentage down.

"Retailers that have survived the recession without seeing the need to invest in loyalty or database marketing will be put to the test when the UK exits the recession as they are going to have a tough time catching up with those that are better prepared, especially if they haven't bothered to integrate their marketing activities."