A new survey finds consumers feel pretty lukewarm about all those loyalty cards taking up space in their wallets: only 9% of those surveyed limit their shopping to retailers with which they have loyalty card or rewards memberships and only 25% say a store or website’s loyalty program is important to them and will influence whether they shop there.
The ThoughtWorks Retail survey also revealed new customer acquisition can be the gift that keeps on giving if retailers are ready for it. About 77% of consumers say they will shop stores or websites during the holidays that they don’t usually shop. This important finding represents an opportunity for retailers to earn new fans – that is if retention strategies are in place now.
When it comes to apps, most consumers are thinking about chips and dips, not shopping. More than half (51%) of those surveyed said they will not use mobile apps to help them shop during the holidays. However, 20% indicated they have Amazon’s mobile app, 15% have Google and 15% have Target’s Cartwheel app on their mobile devices.
Interestingly, ThoughWorks found 20% of consumers never shop on Black Friday; 31% always shop on Cyber Monday; and 9% don’t know what Cyber Monday is.
For data, background and forecasts on Loyalty Cards: Search CardWeb.com’s CardFlash® Library of more than 58,000 archived articles; Access CardWeb.com’s CardData® for current and historical Performance, Portfolios, Profiles, etc. Visit RAM Research® (ramresearch.com) for quarterly and annual forecasts covering more than 150 metrics. [complimentary or deeply discounted access to CardWeb.com subscribers].
Additional database resources include CardWeb.com’s CardExecs® – comings & goings of payments movers & shakers; CardWeb.com’s CardWatch® – ears & eyes on marketing globally (57K items); and CardWeb.com’s CardPixes® – form & function of card design (7K items).