Loyalty Marketing

For all the buzz about interactive digital marketing options, the track record of email keep it at the top of marketers’ holiday wish lists.    This was according to the “2017 Christmas in July Survey,” a study from j2 Global. The study tapped 564 members of its customer base and 100 retailers.  

Target is discontinuing its mobile Cartwheel Perks rewards program, but new app-based improvements are underway.   The discounter alerted shoppers participating across its five test markets via email that its “perks pilot is winding down.” Shoppers have until August 27, to collect points toward perks rewards, and all rewards must be redeemed by October 27, according to Target.  

Expensive, ineffective loyalty programs are in need of a makeover.   Retailers that shift to digital-centric programs that engage and promote brand advocacy will retain the loyalty of customers, according to the “Intelligence Report: Loyalty 2017.” The report, from L2, evaluates the successes and pitfalls of loyalty programs for 99 consumer brands across activewear, beauty, big box, department stores, and specialty retail.  

Gen Z shoppers are gearing up to hit the stores for back-to-school purchases — and their top destination is Walmart.    Thirty-six percent of boys and girls cite Walmart as their first choice for back-to-school shopping, more than double that of any other retailer, according to a survey conducted by strategic retail advisory firm HRC Retail Advisory.    

Digitally-savvy customers will be contributing to a high volume of holiday traffic — and they have high expectations for retailers.    Seventy-six percent of U.S. consumers expect their interactions with a brand to be easy, according to “The Holiday in July 2017 Holiday Retail Outlook” report from Alliance Data  This will be a mantra this holiday season, regardless of the channel shoppers use to connect with their favorite retailers.  

Besides exceeding their 2016 efforts, retailers’ back-to-school marketing investments are going digital this year.    This was according to the “2017 Retailer and Consumer Back-to-School Insights Guide,” a report from RetailMeNot. The study, which was conducted June 6-12, tapped 1,000 U.S. consumers aged 18 and over about their back-to-school spending and deal-seeking goals.  

An uptick in college student enrollment will give a big boost to retailers' second biggest shopping season.    Combined back-to-school and back-to-college spending is projected to reach $83.6 billion, up more than 10% from last year’s $75.8 billion, according to the National Retail Federation’s annual survey conducted by Prosper Insights and Analytics.   

Retailers who wait until late summer this year to launch back-to-school deals are only hurting themselves, because early shoppers will spend more than late starters.    That's according to Deloitte's "2017 Back-to-School Survey," which also detected a big shift in where back-to-school will be shopping this year. One thing that hasn't changed: In-store still prevails.   

Amazon's third annual shopping event was a success in the eyes of consumers this year, according to InfoScout and Market Track’s survey of shoppers on Prime Day.   

Office Depot had one goal when updating its loyalty program: to make sure that every shopper is rewarded.   The office supplies giant debuted its new loyalty program. Besides being free, the “Office Depot OfficeMax Rewards Everything” program is designed to save customers money, and deliver expanded benefits. The program evolved following a year-long pilot in several markets, a process that enabled the company to gather customer feedback needed to redesign the program.