In Canada, Millennials Reward Member Perks with Loyalty - eMarketer

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In Canada, Millennials Reward Member Perks with Loyalty

Nearly a third also use their mobile phone while shopping in-store

April 6, 2016

According to millennial internet users in Canada, the leading benefit of loyalty programs are members-only discounts and offers. Nearly eight in 10 of those surveyed in September 2015 pointed to the members-only offers, while another 73% say they appreciate collecting rewards that can be converted into travel miles or monetary value.

Leading Benefits of Loyalty Programs According to Millennial Internet Users in Canada, Sep 2015 (% of respondents)

About seven in 10 (71%) of those surveyed by PricewaterhouseCoopers also enjoy free shipping offers that come along with loyalty program membership. About a third of younger millennial internet users in Canada (the subset ages 18 to 24) also use their mobile phone while shopping in-store to access a digital version of their loyalty or rewards cards, according to PwC.

A yconic survey from June 2015, using the wider swath of millennial ages—18-34—confirms that discounts and offers are important to this group; over half of those respondents said they look for discounts on their smartphones.

And those surveyed are plugged into social media while shopping, too: Just over half of respondents say they’re influenced with regard to their digital shopping by promotional offers they receive on social media.

Product Categories that Millennial Internet Users in Canada Expect to Purchase Digitally from Foreign Retailers, Sep 2015 (% of respondents)

Regarding digital shopping, young millennial internet users in Canada are no strangers to it, like many other internet users in Western countries.

PwC provides insight into what those surveyed expect to purchase digitally from foreign retailers: most commonly, clothing and footwear (57%), books, movies and other entertainment (44%), and consumer electronics and computers.

Domestic or foreign-based, retailers would do well to offer millennial internet users in Canada membership programs, as those surveyed are clearly interested in being reached via such a product.

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