‘These shoppers ain’t loyal’: The sentiment of Chris Brown’s ‘Loyal’ struck a cord with me, particularly around consumer behaviour. Whilst Brown may be decrying the erosion of loyalty in a very different setting, his lyrics ring true for many retailers. Retailers are trying to lure shoppers via shiny promotions and special offers. But increasingly fickle shoppers are not just a small demographic - MarketTrack estimates that 80 per cent of shoppers are willing to switch brands or stores because of a promotion.

Some of my co-workers may object to my playing ‘Loyal’ on repeat as I write this blog, but I’m trying to make a bigger point. Shoppers, much like my erstwhile colleagues, are experiencing loyalty fatigue. And, I don’t blame them.

Customer loyalty programmes are now the norm. The wallets of shoppers are bursting with loyalty cards and their phones flashing with promotional apps, increasingly in real time. This information overload diminishes the value that these incentives once had. The loyalty wars, just like the supermarket bread wars, are leaving CMOs sweating.

Today, the power and safety of a committed relationship is even more sought after. We know from our own experiences that loyalty can be borne out of many things: habit, fear, love, and convenience. So, what is it that makes shoppers return, bring others with them or be prepared to enter into an interactive marketing experience?

We teamed up with Kellogg School of Management to see if there really is a recipe for instilling loyalty and how retailers can improve their customer experience to ensure return store visits and repeat purchases. With the dramatic changes in the retail landscape we wanted to review how retailers’ can earn customer loyalty and improve decision management. And, whilst there do seem to be a few universal likes, we found that understanding and segmenting your customers is crucial.

Retailers need to understand the key shopper segments to ensure their loyalty programme will entice individual consumers.

Our research found three core types of shoppers which retailers might find useful:

  • Necessity shoppers: Shopping is not considered a pleasurable activity. This segment tends to put off shopping as long as possible
  • Practical shoppers: Shoppers who enjoy shopping and find the experience satisfying overall
  • Pleasure shoppers: Engage in shopping for the enjoyment of the activity, typically treating it as an occasion; they are less interested in practical shopping

Of course there are lots of influencing factors that create great customer loyalty. It starts with recognising what was once a competitive advantage is now an expectation. There is a need for retailers to invest time in understanding their customer base and listening to their comments and concerns in order to create a successful loyalty programme.

 

By Cindy Etsell, Industry Marketing Manager – Commercial at SAS UK & Ireland. 

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