Are supermarket shoppers attracted to specialty merchandise rewards?

Marketing Intelligence and Planning - Tập 26 Số 1 - Trang 43-59 - 2008
Mario J.Miranda1, LászlóKónya2
1School of Applied Economics, Victoria University, Melbourne, Australia
2Department of Economics & Finance, La Trobe University, Melbourne, Australia

Tóm tắt

PurposeThe aim is to examine whether supermarkets may be losing the opportunity to increase customer purchase outlays by means of loyalty points, convertible to acquire specialty goods and services provided by “bonus partners”.Design/methodology/approachTwo econometric models were constructed from data collected from 470 supermarket shoppers in one major Australian city, to predict mechanisms for making shoppers aware of loyalty points accrued on their credit card purchases and for inducing them to pay for purchases with specific credit cards linked to loyalty programmes of which they were members.FindingsShoppers who are aware consider specialty merchandise in exchange for loyalty points to be a significant reason for joining a loyalty programme. However, when they actively seek to pay with specific credit cards because of loyalty points do not rank the conversion into specialty merchandise as a significant reason for membership.Research limitations/implicationsNo insight was sought on the relative importance of attitudes and implications of social influences on attitude formation and behavioural intention with respect to the accumulation of loyalty points.Practical implicationsSpecialist retailing planners can configure product offerings attractive to customers' lifestyles and broader interests on the basis of shared insights into buying patterns and personal details captured during their enrolment in affiliated loyalty programmes with “bonus partners”.Originality/valueThe paper offers an actionable strategy for customer retention and enhancement.

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Marketing Intelligence and Planning

Tập 26 Số 1

43-59

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