Shopping
Loyalty programs popular with customers
Retailers’ apps and bonus programs are playing an increasingly important role when shopping. Customers use them to save. Companies also benefit.
Whether in the supermarket, drugstore or hardware store: bonus and loyalty programs are very popular when shopping. “More and more customers are open to using retailers’ bonus programs, for example retailers’ own apps. For many, they are an integral part of shopping planning,” said advertising expert at the Cologne retail research institute IFH, Andreas Riekötter.
More than 80 percent of customers use bonus programs from retailers or Payback. According to Riekötter, consumers are primarily interested in receiving offers and discounts and saving money. “It’s no wonder that the apps are becoming increasingly popular, especially in times of price increases.” Customers are becoming increasingly more accepting of using the apps and programs of several retailers.
What used to take place exclusively via printed brochures has increasingly shifted to digital and to consumers’ smartphones, says Riekötter. According to him, the programs have several advantages for retailers. They benefited from higher purchase frequencies, larger shopping carts and growing customer loyalty. However, there needs to be lasting added value and incentive for app users, otherwise usage will decline, it said.
dpa
Source: Stern
