The days of wallets stuffed with loyalty cards, pockets filled with half-stamped cards promising a free coffee and email inboxes bursting with offers and incentives are rapidly becoming a thing of the past.

In an era where almost every brand is now offering its own loyalty scheme, customers are inundated with opportunities to be rewarded.

Today’s consumers are now focusing their efforts on small networks of schemes instead, with most typically active in only three to four programmes, according to Deloitte strategy director Hannah Lewsley.