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BizReport : Loyalty Marketing : October 09, 2014

Retailers: Why you need everyday earners not just occasional shoppers

Retailers have many programs, channels and strategies to get more shoppers through their doors. However, in the shuffle of opportunities some may have forgotten one key: that people who return time and again, even if they only spend a few dollars each time, can be just as important as those who drop $100 on every visit.

by Kristina Knight

Everyday earners have always been important to retailers and brands, but some businesses may be missing opportunities to engage these shoppers in their urgency in getting to shoppers who only visit occasionally but who spend more on each visit than everyday earners.

"Although the amounts per transaction may be small, consumers really do value opportunities to earn rewards for their everyday purchases - regardless of quantity. Echoing some of our leading tips for loyalty program engagement, this consumer segment is so rewards-hungry that more than half (54%) buy more when they're rewarded for purchases, and 56% never miss a chance to earn points and miles. In fact, 73% of these consumers will choose a retailer that offers points over one that doesn't," said Tim Moulton, Vice President, Points Business Solutions & Business Development.

In fact, according to a recent Points loyalty survey high-frequency shoppers are likely the most loyal shoppers for a brand because they are earning and redeeming loyalty perks on a regular basis.

"For brands and retailers, high-frequency earning is an opportunity for finding new customers, especially the 74% of Americans who belong to at least one loyalty program, and who are eager to earn rewards from everyday shopping experiences to meet the goals they have set. Everyday earning opportunities are becoming increasingly important to shoppers, and therefore, to retailers," said Moulton.

More from Moulton and Points tomorrow, including his top three tips to increase loyalty program engagement.

Image via Shutterstock

Tags: loyalty marketing, loyalty marketing tips, loyalty program tips, Points

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