Could discounters and premium retailers benefit from loyalty schemes?
Loyalty schemes are becoming increasingly popular in the grocery industry, our latest Continuous Shopper Insights reveals that 93% of shoppers are members of at least one grocery loyalty scheme and 84% of shoppers have a loyalty card for a store other than their main grocery store.
Shoppers who use discounters and premium supermarkets as their main store are highly likely to have loyalty schemes from a store other than their main grocery store. Currently, Aldi, Lidl and M&S do not provide their shoppers with loyalty schemes, however, our latest CSI findings suggest that shoppers who use these 3 stores as their main store, may be getting the loyalty card perks when they visit other channels.
Our latest CSI data from February revealed that 98% of discounter store shoppers are shopping in more than 1 channel as are 95% of premium-store shoppers.
The majority of shoppers from both of these channels are visiting supermarkets and convenience stores where they are able to benefit from these loyalty schemes.
To keep shoppers loyal, premium retailers and discounters may need to look at running their own schemes… to counter their promiscuous shoppers. In a very competitive market, being the most convenient or favourite store may not be enough to hold loyalty….