Imogen Pudduck, Red Bull

In my opinion, loyalty schemes can be a good idea if your target market is heavily weighted towards, for example, the student market, which can be fickle in its choice of venue, but love a good deal.

However, if you are a smaller independent business, I would suggest other ways of building customer loyalty that would be better and more long-term than loyalty schemes.

Market research company HIM lists the top four most important things consumers look for when entering a pub or bar:

1. Atmosphere: At number one, this is a sure-fire way to generate loyal customers, who come to your establishment for the vibe you create.Whether it's the best place to watch the big game, has a cosy country-pub feel or late-night live music, people love a good atmosphere and knowing what they'll get on entering their favourite haunts. Focus on your atmosphere to ensure you don't disappoint.

2. Pricing: Regular customers like to feel assured that you have a strong range at reasonable prices. Eighteen per cent of people actively compare prices between pubs and bars in the area. Research the local neighbourhood and ensure that your pricing is competitive.

3. Range: Thirty per cent of people think your food and drinks range is of key importance. Ensure you offer a strong range of key products, not over-cluttering your bar or menu with too many options, but ensuring the most popular items are available and clearly visible at the bar.

4. Staff friendliness: You can't beat it. If your staff make customers feel special, they will feel loyal in return. If you tick all these boxes, you will build a loyal customer base, which loves your place quite simply for what it is.