Retailers face increasing challenges to maintain customer loyalty as middle-class shoppers become more informed, more aware and more fickle than ever.

Petty Nugrahadi, an assistant manager at a cable TV provider, keeps 12 membership cards in a special case in her handbag. She acquired her first card, that of Metro Department Store, in 2005.

As time went by, Petty started shopping — and applying for membership — at different stores, most of which offer similar products. “I want to get the best prices from all of them,” she said.

Now the mother of one is also a member of Star Department Store, Pasaraya, Centro, Ace Hardware, The Body Shop, Accorhotels, Birds and Bees, Century Healthcare Pharmacy, Hypermart, Lotte Mart and the Ismaya Group of restaurants.

Petty is only one of the swelling middle-class with numerous cards from many customer loyalty program...

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