LOYALTY
SHOPPER
Special Report
By JENNY REBHOLZ
In the ever-evolving retail landscape, brands and retailers continuously strive to achieve shopper loyalty. Long-term, repeat clients are the goal of any business; however, CPG brands and retailers need to harness shoppers’ purchasing power consistently, week after week and month after month.
Shopping Behaviors
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In Collaboration with
Our proprietary research examines what is currently driving shopper loyalty and how brands and retailers can adapt to
attract and retain consumers as loyal, long-term clients.
As brands and retailers evaluate the CPG retail experience and the effectiveness of loyalty programs, a general overview of current shopping behavior helps lay the groundwork for decision-making. Starting with shopping frequency, 7-in-10 (or more) consumers say they most often shop in the grocery, mass/big box, online-only and drug categories. They shop these categories at least once a month, with 24%-53% across these categories referencing one, two or multiple times per week.
PERCEPTIONS
loyalty program participation and program value drivers. The qualified respondents indicated in-store or online shopping at least once a month in the apparel, department store, drug/health/beauty, outdoor/sports/leisure, homewares/furnishings or online-only retailer categories.
Across categories, consumers are continuously bombarded with product options. Does loyalty play a role as they narrow choices and make purchasing decisions?
So, what is currently driving shopper loyalty and how can brands and retailers adapt to attract and retain consumers as loyal, long-term clients.
When analyzing opportunities to connect with customers in physical retail, three-quarters of respondents report shopping the drug and grocery categories in-store. Furthermore, across other consumable categories, 50%-60% shop in-store.
Looking closer at loyalty programs, just over half of the consumers surveyed rated these factors as very to extremely impactful when they think about the retailers and brands they choose to shop either in-store or online. More than half of survey takers also indicated a brand or retailer’s loyalty program is at least somewhat impactful on where they choose to shop. These programs have a similar effect on retailer/brand choice across generations and income levels; however, selection of products, value and the overall shopping experience seem to be especially important factors to Baby Boomers compared to other generations.
How can brands and retailers impact shopping behavior? The 2024 respondents cite convenience, product selection and overall value as the most influential factors when selecting brands and retailers.
A March 2024 survey of 1,005 shoppers, conducted by the Path to Purchase Institute in collaboration with CVS Media Exchange, provides insights into shopping behavior, specifically focusing
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