Latest Research on Loyalty to Retailers Market Growth and Forecast in UK 2014

Whilst the consumer has long sought to be treated as an individual and not simply as a collective, there remains an opportunity for retailers to further tailor their offerings to their customers’ individual needs. Further development of digital technology, such as smartphone apps, is likely to make this more possible, as it will allow retailers to engage more directly with their shopper and create a truly personalised service.

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Table of Content

Introduction
Abbreviations

Executive Summary
Market drivers
Companies, brands and innovation
Convenience dominates choice of supermarket
Figure 1: Factors influencing loyalty in the supermarket category, August 2014
Consumers seek targeted offers
Figure 2: Consumer expectations in return for loyalty, August 2014
Regular sales a key draw in the clothing and department stores segment
Figure 3: Factors influencing loyalty in the department stores and clothing retailers category, August 2014
Product range influences three in five shoppers in beauty and personal care sector
Figure 4: Factors influencing loyalty in the beauty and personal care category, August 2014
Opportunity for DIY retailers to move onto the high street
Figure 5: Factors influencing loyalty in the DIY/homewares category, August 2014
67% save up loyalty points for big-ticket purchases
Figure 6: Attitudes towards loyalty schemes, August 2014
What we think

Issues and Insights
Personalisation key to supermarket loyalty scheme development
The facts
The implications
Opportunity to further expand click-and-collect services
The facts
The implications
Targeting men with loyalty schemes
The facts
The implications

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Trend Application
Trend: Life Hacking
Trend: Make it Mine
Trend: Let’s Make a Deal

Market Drivers
Key points
Opportunity to target older consumer with tailored loyalty offerings
Figure 7: Trends in the age structure of the UK population, 2009-19
Households set to get smaller
Figure 8: UK households, by size, 2009-19
Decline in food prices unsustainable
Figure 9: Consumer Price Inflation, percentage change over 12 months ending August 2014
Disposable income on the up
Figure 10: Trends in how respondents would describe their financial situation, June 2009-June 2014
Space race remains heated
Figure 11: Number of outlets, 2008 and 2014
Nearly three quarters of consumers own a smartphone
Figure 12: Technology products personally owned, June 2014

Who’s Innovating?
Key points
Morrisons pledges to match discounters
Figure 13: Morrisons’ Match & More card, October 2014
Using social media to boost engagement
Figure 14: Kipling Friends programme, October 2014
Gamification helps drive engagement
Digital loyalty schemes begin to take off
Click-and-collect: Rewarding supermarket loyalty with convenience
Figure 15: Waitrose Click-and-collect tube station lockers, September 2014
Competitive pricing
Figure 16: Aldi ‘Like Brands, Only Cheaper’ campaign, 2014
Supermarket retailers embrace healthy living

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