The IMPACT of loyalty systems on shopping behaviour

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Eunice Simpson
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1 GfK Consumer Tracking The IMPACT of loyalty systems on shopping behaviour (in Austria) GfK Austria

2 Food Retailers: Further growth difficult to achieve 2 Everyone is visiting Every Store 78% 87% 81 % Each of the three most popular retail banners attracts 80-90% of all Austrian households in 6 months Penetration in % Basis: Country=Austria, Actual Buying Behaviour measured in GfK Household Panel

attracts 80-90% of all Austrian households in 6 months 0 20 40 60 80 100

3 Consequence: Growth linked to Differentiation / Increase in Shop loyalty 3 Questions linked to retailer growth Which are the most important instruments for differentiation? Which of these have the biggest leverage on shop loyalty?

Which are the most important instruments for

4 Measuring the impact of retailer facets on perception & behaviour 4 SINGLE SOURCE APPROACH*: The perception of retailers from the consumers point of view connected with actual purchase data GfK Shopping Monitor Perception Why does the shopper buy? Satisfaction with assortment, etc. Comparison with competitors GfK Household Panel Behaviour What is bought, How much, When,? Where? (competitors) Who buys (Target Groups) * Country=Austria, Joint Project between a big Austrian Retailer, the University of Economics Vienna & GfK Austria

Satisfaction with assortment, etc. Comparison with competitors GfK Household Panel Behaviour What is bought, How much, When,? Where?

5 Most important facets identified for differentiation in food retailing Based on Perception from the GfK Shopping Monitor: 5 Assortment/ Quality ANGEBOT Staff/ Image POS Quality Promotion/ Price Location/Proximity Infrastructure/ Convenience Basis: Country=Austria, Result of factor analysis of 40 Statements about retailer image

Image POS Quality Promotion/ Price Location/Proximity Infrastructure/ Convenience

6 Ranking* The biggest leverage on Perception & Behaviour (all stores) The shopper acts and communicates differently! Perception Behaviour 6 1. Staff/Image 1. Location/Proximity 2. Promotion/Price 2. Assortment/Quality 3. POS Quality 3. Promotion/Price 4. Assortment/Quality 4. Staff/Image 5. Location/Proximity 5. POS Quality * Basis: Country=Austria, Multiple regression analysis, Dependent Variable Perception: Overall Satisfaction, Dependent Variables Behaviour: Spend, Frequency, Loyalty

Promotion/Price 4. Assortment/Quality 4. Staff/Image 5. Location/Proximity 5.

7 Influence of Loyalty Card Ownership on Perception & Behaviour? 7 Impact of Loyalty Card Ownership in comparison to other differentiation facets tested for an Austrian retailer

8 Examples of Loyalty System activities Austrian Retailer 8 Anniversary Price Discounts (-35%) Special Offer on Cash Slip Couponing Travel Agency Discounts Happy Hour for Delicatessen Mailings (Couponing, S. Offers) Discounts on 300 FMCG products Special Offers via SMS Cooking Magazine Newsletter Discount on Kids Magazine Recipe Database

9 Loyalty System: Significant Impact on Retailer Perception Loyalty card owners vs. Non loyalty card owners 9 Very Good Very Bad Overall Satisfaction 2,0 2,9 Loyalty Card Owners Non Owners Basis: Country=Austria, Perception (GfK Shopping Monitor statements) for Retailer

10 Loyalty System: Significant Impact on Shopping Behaviour! Loyalty card owners vs. Non loyalty card owners 10 Total Spend per Household 3 Times as high Spend per Trip 1,5 times as high Number of Trips 2 times as high Store Loyalty (=Spend in Store/Spend Anywhere) 3 Times as high Basis: Country=Austria, Actual Buying Behaviour for Retailer measured in GfK Household Panel, 12 month period

11 Ranking* - Biggest leverage on Shopper loyalty (tested retailer) Behaviour Loyalty Card Ownership 1. Location/Proximity is the single most influencing factor on buying behaviour for the tested retailer Assortment/Quality 3. Promotion/Price 4. Staff/Image 5. POS Quality * Basis: Country=Austria, Multiple regression analysis, Dependent Variables Behaviour: Spend, Frequency, Loyalty

Location/Proximity is the single most influencing factor on buying behaviour for the tested

12 Loyalty System as Marketing instrument 12 An additional and effective instrument for Differentiation Strong influence on Store Loyalty Influence on Change of Shopper Behaviour still to be tested

13 Additonal Insight: Loyalty Card & Shopper Segmentation 13 Primary Shopper The loyal Shopper: spends at least 25% of FMCG Spend at the retailer Secondary Shopper The less loyal shopper: spends less than 25% of FMCG Spend at the retailer Retailer X (Value in %) Basis: Country=Austria, Actual Buying Behaviour measured in GfK Household Panel

less loyal shopper: spends less than 25% of FMCG Spend at the retailer Retailer X

14 Potential of Household Panel data for CRM/ Loyalty Systems Providing additional Information not available via Loyalty Card data (Spend at retailer and competitors, Switching behaviour, ) 14 Identifying Unused Potential of Loyal Shoppers without card and Switchers Tracking of Club-Members over a longer period of time (= Efficiency of the Loyalty Club)

Switching behaviour, ) 14 Identifying Unused Potential of Loyal Shoppers without card

15 Contact GfK Austria - Consumer Tracking Marketing Manager Tel Fax marcus.jurman@gfk.com Literature Consumer Value im Category Management-Modell nach ECR Christina Holweg Gabler Edition Wissenschaft

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