Survey: loyalty programmes influence retail holiday sales

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By: RickFerguson |

Posted on September 14, 2016

Survey: loyalty programmes influence retail holiday sales

eMarketer reports that ecommerce is poised to upend holiday shopping this year: while overall retail holiday sales are poised to grow by an anemic 1.8%, ecommerce retail holiday sales will grow by an impressive 13.3%. A key decision factor for consumers deciding where to shop online: retail loyalty programmes.

eMarketer cites an August 2016 research report from Berkeley Research Group surveying 1,000 consumers about influencing factors in their holiday shopping decisions. According to the survey, 55% of respondents said loyalty programmes will influence at which mass-market retailers they will shop this holiday season. Other retailer categories weren't far behind; here's the breakdown of percentages of shoppers influenced by loyalty programmes in major retail categories:

  • Department stores: 48%
  • Electronics retailers: 43%
  • Club stores: 37%
  • Drug stores: 35%
  • Apparel retailers: 33%
  • Sporting goods retailers: 25%
  • Office supply retailers: 24%

These numbers bode well for Amazon Prime, of course. eMarketer also reveals another survey that reports half of all consumers would prefer to receive mobile SMS loyalty communications rather than email, app notifications or direct mail. Retailers, time to get those loyalty promotions ramped up for fall.

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