Reflection of Loyalty Programmes with the Use of Bonuses in Accounting

The article studies loyalty programmes that are used at modern trading enterprises and discovers main barriers on the way of development of methodical approaches of bonus accounting provided to the clients of loyalty programmes. It analyses theoretical and methodical aspects of bonus accounting in international practice and methods of reflection of loyalty programmes in accounting with the use of bonuses existing in Ukraine. Comparing electronic money and settlement elements of the loyalty programmes, the article proves that the accumulating bonus systems are completely equal to electronic money by their functions and essence, that is why the sub-account 323 "Electronic money expressed in bonuses" is offered to be used for their accounting. The article proves that the clients need to reserve a part of funds and reflect bonus reserves in accounting in order to ensure payment of bonuses. In order to accumulate information on movement of funds that are reserved by an enterprise for ensuring future expenditures on payment of bonuses and strengthening detailing of accounting of loyalty programmes, the article recommends to open an individual sub-account 479 "Bonus reserve" in the working plan of accounts of trading enterprises, which would allow a better satisfaction of managerial personnel in information on effectiveness of loyalty programmes.