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Grocery Store Loyalty Programs

Presenter Title Goes HereName of Presenter Goes Here

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80% of shoppers belong to one or more grocery story loyalty program

None 1 2 3 4 5+

20%

31%

26%

12%

5%2%

How many grocery store loyalty progams do you belong to?

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Who are loyalty program members?

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Demographic Breakdown

4% 15% 16% 24% 27% 13%

Smartphone ?

15%Receive food

assistance

40% have children in the household

Relationship StatusMarried 52%Single 22%Widowed/Divorced/Separated 20%Living with partner 6%

67%Yes

33%No

EthnicityWhite 81%

Hispanic 22%

African American 14%

Other/Mixed 5%

18-24 25-34 35-44 45-54 55-64 65+

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Where are they shopping? 47%

4%

20%

12%

7%9%

2%

32%

1%

23%

5%8%

5%

0%

Loyalty Program MembersNon-Members

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Behavioral Overview

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Loyalty programs influence shopper behavior

I shop at stores where I am a loyalty program member more than at stores where I am not.

I try new products that I may not otherwise try because of the

discounts/rewards I get as a loyalty program member. I often buy more than I would

otherwise because of the discounts/rewards I get as a loyalty

program member.

50%

67%

46%

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Shoppers take advantage of the benefits loyalty programs afford them

35% plan weekly

meals around items on sale

with their store loyalty

cards

37% load coupons

to their loyalty cards because it is easier than

clipping

47%say their favorite brands are more

affordable because of their store loyalty card

73% use their loyalty

cards every trip to the grocery store

79% believe their grocery

store loyalty cards save them money

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Before loyalty members’ last grocery trip…

59% read the store’s weekly circular

43% cut coupons out from the newspaper

34% loaded digital coupons to store loyalty card

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Favorite Loyalty Program Features

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Shoppers were asked about their favorite features of their grocery store loyalty program…

Percent of Shoppers Who Indicated They Enjoyed Each FeatureDigital coupons that can be “clipped” to my loyalty card 45%

Relevant offers 41%Printable coupons 38%

Unadvertised specials 34%

Targeted content based on items that I normally buy 30%

Free samples 27%

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Barriers to Enrollment

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“I shop at the store where I can find the best price, regardless of store loyalty card membership.”

#1Barrier

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Barriers: Privacy and SecurityBarrier Non-Member

Agreement

My personal information would not be kept confidential 17%

The store would gather personal information about me 15%

I would be at risk for identity theft 13%

The store would sell my personal information 12%

I could not opt out of sharing my personal information 7%

The store privacy policy was unclear 4%

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Barriers: Structural

Barrier Non-Member Agreement

I do not like having cards on my keychain 8%

I do not know how to sign up for a store loyalty card 4%

I do not have time to sign up for a store loyalty card 3%

It is difficult to sign up for a store loyalty card 2%

I have too many store loyalty cards 1%

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Barriers: Value Messages

Barrier Non-

Member Agreement

I shop where I can find the best price, regardless of loyalty card membership 39%

I do not feel that there are any real benefits 17%

I do not feel that I save any more money 16%

I do not shop at the store enough to justify the use of a store loyalty card 12%

Stores with loyalty programs inflate prices 9%

I would pay more with the loyalty card than I would at another store 8%

I do not like the rewards available through the store loyalty program 4%

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Moving Forward

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Key Insights & Next Steps • Loyalty program members persist in using conventional promotions

at the grocery store.

• Shoppers are attracted to competitive prices, no matter where they may find them.

• Retailers would be well served to eliminate pertinent barriers and to leverage program benefits that shoppers find most favorable.

• This can be accomplished by exploiting actionable insights from Inmar’s cutting-edge research and consulting team.

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Put our insights to work, and start engaging your shoppers in the retail space.

For more information:

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