With the leading supermarkets in the UK currently renewing the focus on their loyalty programmes to attract customers, new research suggests that most consumers would consider buying a product if they received a promotion or offer while shopping in a store.
A new survey-based report from Eagle Eye examines what consumers look for in a loyalty programme, what brands are currently investing in, and what retailers should be focused on to engage shoppers.
Among the report’s overarching findings are three areas of opportunity for retailers to engage customers, using their loyalty programmes to improve the experience and keep shoppers coming back: advanced personalisation, Marketing in the Moment, and gamification.
“This is an uncertain environment for retailers, but consumers are also primed to appreciate the value of loyalty,” said Tim Mason, CEO of Eagle Eye. “Grocery retailers are uniquely positioned to use their loyalty programmes to deliver the savings their customers demand and the experiences they’ve come to expect.”
The report, Grocery’s Great Loyalty Opportunity, highlights the opportunity for grocery retailers and suppliers to engage with their customers more effectively to drive sales.
A survey of consumers found that 84% believe personalised recommendations will help them save at the shelf, while 71% stated they would either consider buying a product or find the information helpful if they received a promotion or offer while shopping in a store.
Meanwhile, 66% of consumers would participate in games, contests or challenges through a company’s loyalty programme, and 69% stated that “value” was the top benefit they want from a loyalty programme.
Eagle Eye noted that these data points and others in the report illustrate why retailers should prioritise creating a grocery loyalty programme that gives consumers what they want: value and personalised experiences.
Mason said: “Retailers that can successfully use personalisation to make their customers’ lives easier, execute one-to-one communications at precisely the right moment for the right individual and incorporate gamified interactions that improve the overarching experience will be those that will win their customers’ loyalty, even in these most challenging of times.”
NAM Implications:
- A win for Tesco Clubcard discounts on several counts…
- (along with Retail Media opportunities within resulting First Party data)
