Barclays says it has no plans to axe Goldfish reward scheme"Former AIRMILES director, Wanda Goldwag said loyalty schemes only work if companies honour the promises they make at the beginning.
When Goldfish was first launched its loyalty scheme was the best in the country. Each new owner of the brand however, has reduced the scheme meaning Barclays is inheriting a loyalty campaign that is no longer very motivating. Schemes must be kept consistent to appeal to customers."
Marketing Direct - April 2008