A study by SAS recently found that nearly 95 percent of UK consumers have at least one loyalty card. Most use them regularly.
SAS and retail research company Conlumino surveyed 2,109 consumers and 100 UK retailers. More than 40 percent of the consumers said they are less likely to do business with a retailer lacking a loyalty program. The research also found that 80 percent of consumers believe engaging with a brand emotionally influences their likelihood of making a purchase.
According to the report, retailers that invested in customer loyalty programs – like Tesco, Boots UK, Marks & Spencer and Sainsbury’s – show the highest emotional connection with consumers. Tesco came out on top. With 16 million active participants, Tesco uses information obtained by consumer loyalty card activity to create personalized offers for customers.
Around 50 percent respondents said if offers were personalized, they would be more likely to use that retailer again.
The findings suggest that consumers are comfortable with retailers collecting the data needed to deliver personalized offers. In fact, almost 40 percent actively opt into marketing material from retailers.
More than a third admit that marketing offers make them more likely to purchase from a retailer. Nearly half would be likely or very likely to do business with a retailer who provided personalized offers.
Highlighting the increasing potential for mobile services, a third of consumers surveyed would be likely to accept an offer received via their mobile devices while inside a store.
[Image courtesy: Tesco]