Loyalty Programs May Sway Big-Box Store Shoppers this Holiday - eMarketer

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Loyalty Programs May Sway Big-Box Store Shoppers this Holiday

Consumers are taken with SMS for coupons, rewards

September 9, 2016

Holiday shopping will soon be in full swing. According to August research, more than half of US internet users feel that loyalty programs will affect whether they shop at a big-box store or not for the holidays.

US Internet Users for Whom Loyalty Programs Will Be Influential When Deciding Where to Shop During the 2016 Holiday Season, by Retailer Type (% of respondents)

Berkeley Research Group (BRG) surveyed 1,026 US internet users ages 18 and older about what influences their holiday shopping decisions.

According to the data, 55% of respondents said rewards programs will affect their decision as to what mass-market retailer to shop at this holiday season. Not too far behind were department stores (48%) and electronics retailers (43%). Meanwhile, only about one-quarter of those polled felt these types of program would be meaningful for retail categories like sporting goods and office supplies.

With digital’s increased presence within retail strategy these days, direct mail, and even email, are no longer the only way to deliver holiday pre-sale notices and Black Friday deals to their most loyal customers. In a separate March 2016 survey from 3Cineractive, roughly half of US internet users said they prefer receiving loyalty-related communication from brands via SMS rather than email, app notifications or direct mail.

Preferred Channel for Receiving Loyalty-Related Communications from Brands According to US Internet Users, March 2016 (% of respondents)

While the upcoming holiday season will likely see a sales boom for retail ecommerce as it did in 2015, total retail sales is forecast to see another minor gain. According to eMarketer numbers, retail ecommerce holiday season sales are pegged for 13.3% growth this year, while overall retail holiday sales are anticipated to increase by a mere 1.8%.


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