Rising inflation, a continuing cost-of-living crisis and evolving consumer expectations and behaviors are presenting retailers with both significant challenges and new opportunities, according to a new loyalty survey report from Eagle Eye, a global digital marketing technology company that helps retail and hospitality companies build more personalized relationships with their customers.
The report, based on a survey of over 1,300 consumers and nearly 200 loyalty programme managers in North America, Asia, Australia and the UK, 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.”
Key findings highlight the value of grocery loyalty programmes
The report, Grocery’s Great Loyalty Opportunity, reveals that 58% of consumers are eating and drinking out less as a direct response to inflationary pressures, highlighting the opportunity for grocery retailers to engage with their customers more effectively to reap the benefits of increased grocery spending.
Other report findings reveal that:
- 84% of consumers believe personalised recommendations will help them save at the shelf
- 71% of consumers would either consider buying a product or find the information helpful if they received a promotion or offer while shopping in a store
- 66% of consumers would participate in games, contests or challenges through a company’s loyalty programme
- 64% of consumers are buying more items on sale
- 69% of consumers state “value” as being the top benefit they want from a loyalty programme
- 54% of loyalty programme managers said they plan to make it easier to earn and redeem points through the loyalty programme in the next 3-6 months
These data points and others in the report illustrate why retailers should prioritize creating a grocery loyalty programme that gives consumers what they want: value and personalised experiences.
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.
Download Eagle Eye’s global loyalty survey report, Grocery’s Great Loyalty Opportunity, here.
