UK retailers should prioritise loyalty programmes, says Eagle Eye

A new loyalty survey report from Eagle Eye, a global digital marketing technology company, found that 84% of consumers believe personalised recommendations will help them save at the shelf. 

The report, based on a survey of over 1,300 consumers and nearly 200 loyalty programme managers in North America, Asia, Australia and the UK, examines what consumers look for in a loyalty programme, what brands are currently investing in and what retailers should be focused on to engage shoppers.

Among the report’s overarching findings are three areas of opportunity for retailers to engage customers, using their loyalty programmes to improve the experience and keep shoppers coming back: advanced personalisation, Marketing in the Moment and gamification.

The report, Grocery’s Great Loyalty Opportunity, also reveals that 58% of consumers are eating and drinking out less as a direct response to inflationary pressures, highlighting the opportunity for grocery retailers to engage with their customers more effectively to reap the benefits of increased grocery spending.

In addition, the report found that 71% of consumers would either consider buying a product or find the information helpful if they received a promotion or offer while shopping in a store, meanwhile 66% of consumers would participate in games, contests or challenges through a company’s loyalty programme. 

Based on the survey results, Eagle Eye’s report stresses the importance for retailers to prioritise creating loyalty programmes that give consumers what they want: value and personalised experiences. 

Retailers that can successfully use personalisation to make their customers’ lives easier, execute one-to-one communications at precisely the right moment for the right individual and incorporate gamified interactions that improve the overarching experience will be those that will win their customers’ loyalty, even in these most challenging of times.

Tim Mason, CEO of Eagle Eye, said: “This is an uncertain environment for retailers, but consumers are also primed to appreciate the value of loyalty. Grocery retailers are uniquely positioned to use their loyalty programmes to deliver the savings their customers demand and the experiences they’ve come to expect.”