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BizReport : Loyalty Marketing : September 30, 2013

Report: Hispanic shoppers are more social

All consumers like to share the deals they've found online with friends and family; many of those conversations take place in the social space. But for one demographic, the social aspect of shopping is growing quickly - and may be helping brands find new loyalty and rewards club members.

by Kristina Knight

Retailers may be getting a social boost from their Hispanic customers. According to new data out from PunchTab about 62% of the Hispanic shoppers who post about their loyalty programs do so after a purchase has been made.

"Nearly half of Hispanic shoppers use social media during the purchasing process, and our research shows that many of these posts relate to loyalty programs," said Angela Sanfilippo, CMO at PunchTab. "By understanding which loyalty program topics are most prevalent and how shoppers are engaging, marketers can implement pinpointed programs to increase engagement and amplify positive word-of-mouth at every stage of the purchase process."

Researchers studied how more than 500 Hispanic loyalty program members engaged with brands and loyalty programs like Walgreen's Balance Rewards. Other interesting findings include:

• Most posts involve the savings from loyalty clubs, free gifts or bonuses earned from the program
• Most pre-purchase posts involve the customer wanting to join the program
• At least one-third of these posts are brand-positive
• More than one-third of posts are driven by branded hashtags or program contests

"This presents an enormous opportunity for brands to continue to raise awareness within the Hispanic market by way of timely social initiatives, such as holiday or back-to-school campaigns, that leverage social, email and SMS campaigns and encourage social sharing," writes the company.

The bulk of loyalty conversations involved big box stores, including Kmart, Sears and Walgreens.

Image via Shutterstock

Tags: Hispanic demographic trends, loyalty club trends, loyalty marketing, PunchTab, social marketing

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