Written By: Lauren Johnson
Consumers not as interested in loyalty as retailers think
Retailers that heavily invest in loyalty and neglect to create compelling mobile and online shopping features are missing the mark meeting in-store shoppers’ needs, according to a new report from Acquity Group.
One of the main takeaways from Acquity Group’s “Desktop versus Smartphone: Technology’s Impact on Omnichannel Behavior” report is that some retailers are overinvesting in loyalty while other in-store tactics such as Wi-Fi are being pushed to the backburner. Since showrooming is expected to grow this holiday season, retailers should be focusing heavily on driving online and mobile traffic to their own sites and apps to capture sales.
“Loyalty programs are still an important part of a brand’s marketing and sales strategy,” said Chip Knicker, vice president of Acquity Group, Chicago.
“The study findings demonstrate that while loyalty is important, other factors such as offering price savings upfront outside of a loyalty program and a convenient shopping experience have become more important for consumers,” he said.