Loyalty programs win Australian shoppers, Nielsen

Posted by Andrea Hogan on 23rd January 2017

Over half of Australians say they would spend more with a retailer who offers a loyalty program over one who does not says Nielsen research.

According to Nielsen, six in 10 Australians are more likely to return to a retailer if they have a loyalty program.

Megan Treston, Director of Retailer Services, Nielsen, said with high levels of competition, a loyalty program could be a determining factor when it comes to deciding where to shop.

“Tailoring loyalty benefits for specific consumers, and using the loyalty program engagement vehicles – be it via an app, email, or in-store interaction – all allow retailers to personalise the loyalty program so that it’s not just a discount vehicle,” said Treston.

Monetary incentives attached to retail loyalty programs are favoured with product discounts, rebates or cashback offers and free products being at the top of the list of most valued benefits. Frequent flyer points ranked as the highest non-monetary benefit.

More than two-thirds of Australian loyalty program participants say it is appealing to be able to earn rewards regardless of whether a purchase was made in store, on a website or on a mobile device.

“Flexibility is very important to Australian shoppers, now having access to an omnichannel experience when it comes to shopping. This means they have access to bricks and mortar stores, online shopping, telephone sales and more,” Treston said.

Related articles