Survey: Sales of frequently purchased items boost consumer loyalty at retail

NEW YORK — A majority of Americans repeatedly buy products that retailers have on promotion and many also say they would return to a brick-and-mortar store when alerted to upcoming sales of previously purchased items, according to a new survey by Synqera, a retail technology startup that develops big data-driven technologies to bring personalized online shopping experience to physical retail stores.

“We know there’s an appetite for customer engagement and retention through clear communication of promotions and sales both prior to the visit and throughout the in-store experience,” stated Filipp Shubin, COO of Synqera. “Consumers are still immersed in the brand experience while at the checkout desk and are ready to receive more information that’s relevant to them.” 

The survey, which was conducted Oct. 7 to 10, 2013 via among 1,018 online respondents aged 18 to 70, found that nearly 90% of Americans repeatedly buy products retailers have on promotion. Within the survey, 85% of respondents said they would return to brick-and-mortar stores when alerted to upcoming sales of previously purchased items.

While 92% of U.S. consumers use some kind of shopping list (68% specifically use or bring a paper list) to stay organized, most Americans frequently make unplanned purchases, and half describe themselves as impulsive shoppers, the survey found.

 With lines blurring between physical retail and e-commerce, especially during value-driven shopping on Black Friday and Cyber Monday, engaging consumers with actionable information at the right times to suit their purchase patterns is critical to combating showrooming, Synqera stated.

Other findings from the survey:

  • 96% of adults like to receive some sort of information from stores they frequent;

More than 4-out-of-5 Americans are more likely to return to a retailer if they were made aware of upcoming sales on products they previously purchased;

  • Impulsive shoppers are most impacted by discounts when making unplanned purchases;
  • Nearly half are influenced by in-store ads;

 Most shoppers prefer to be made aware of relevant information through email or traditional mail;
  • Nearly half like to be made aware at the store entrance;

 80% of Americans are interested in seeing/doing something while waiting to pay for their purchases;
  • Most would be interested in seeing coupons/in-store specials;
  • Nearly one-third would be interested in relevant partner/retailer promotions;

  • 85% of Americans believe that their grocery shopping experience could be better;

  • Nearly 2-out-of-5 believe grocery stores would benefit from new item suggestions that are in their price range; and
  • Nearly one-third would enjoy self-help kiosks where loyalty program accounts could be accessed.


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