Get With the Program: Perspectives on Retail Loyalty-Program Participation and Perks
When it comes to shopping, choice is the operative word. Whether consumers shop at a specialty retailer or a mass merchandiser, on a computer or a mobile device, they have never had so many ways to please the palate, discover the deal or pay the piper. Differentiating your brand in such a crowded space is not only critical, but also more difficult than ever.
A retail loyalty program can be an effective way to create competitive advantage by reducing customers’ likelihood to switch stores. Indeed, more than seven in 10 loyalty-program participants in Nielsen’s Global Loyalty-Sentiment Survey (72%) somewhat or strongly agree that, all other factors equal, they will buy from a retailer with a loyalty program over one without. Loyalty programs can also help drive more frequent visits and heavier purchasing. Nearly three-quarters of global loyaltyprogram participants (74%) agree that loyalty programs make them more likely to continue doing business with a company, and two-thirds (67%) agree that they shop more frequently and spend more at retailers with loyalty programs.
Values for the Ages
Financial rewards are the most highly-valued loyalty-program benefits for members of all ages, but product discounts and cash back or rebates are rated higher by older respondents than by their younger counterparts. Younger loyalty-program participants value a few nonmonetary benefits more highly than their older counterparts, though the percentages who say these are among the top three benefits are rather low