More than 4 in 10 (44%) UK shoppers shy away from brands that don’t offer them personalised, relevant offers; this is according to consumer research conducted by Ecrebo, the point of sale marketing specialist. In addition, 68% said they expected to be offered promotions based on their past purchases.
The aim of the research was to gauge consumer attitudes toward retail loyalty schemes, the benefits they offer and participation in and use of these schemes. Overall, loyalty continues to play an important role in purchasing behaviour, with 85% of shoppers saying they are more likely to shop with a brand if it offers a loyalty scheme.
“Today’s shopper is extremely savvy, always in search of the best deals and how to gain the maximum value from loyalty benefits across the omni-channel environment,” says David Buckingham, CEO of Ecrebo. “For retailers to stand out from the competition, loyalty schemes and rewards, the customer experience and personalisation all play a crucial role in marketing efforts, across all stages of the purchase journey.”
The research also uncovered that coupons play a significant role in purchasing. Just over three-quarters (76%) of shoppers said coupons change their shopping behaviour and 40% now expect a coupon when they shop. A further 32% said they sometimes wouldn’t make a purchase at all without a coupon.
“One of the growing approaches deployed by retailers is the use of coupons issued at the till, where real-time data can be used to provide targeted, relevant offers to shoppers, as well as recommendations or value-added information on what was in their shopping basket. This was clearly demonstrated in our research, with coupons having a significant impact on shopping behaviour,” concludes Buckingham.