Shopper Marketing - May 2017 - 85
Innovative Rewards Programs
Enhance Customer Experiences
and Drive Sales Lift
Movie Tickets Found to Be Appealing
to Large Segment of Shoppers
Shopper engagement has never been more complex, yet the impact of
rewards programs remains strong-when the right reward is offered.
Of the many competing factors that influence buying decisions, rewards
programs continue to have significant impact on shopping behavior.
According to a recent survey among 1,000
shoppers by Carbonview Research, over half
of shoppers indicate that they will try a new
product if that product is tied to a promotion. Promotions have greater influence on
new product trial among c-store and grocery
In addition, shoppers are quick to switch
brands if their "normal" brand does not offer a
promotion. The implication is that brands not
running promotions risk losing customers to
competitors. Over one-third of shoppers will
even switch stores to take advantage of a pro-
motion not available at their "normal" store.
This is especially true for online and c-store
Promotions also drive basket size. Nearly
one-third of shoppers would purchase additional items in order to take advantage of
a non-monetary reward, which means that
retailers not regularly running promotions
run the risk of losing revenue. It's not only
important to run promotions to change consumer behavior and increase sales, but also
to monitor competitor rewards programs to
mitigate potential losses.