Further to my blog post recently about the success I’m seeing with Discount Vouchers, here is an extract from a report showing shoppers use the vouchers.
The image – click on it – is part of a page from a four page report showing vouchers earned and redeemed by departments and categories.
This report one of several comprehensive reports showing how this new approach to loyalty is being used.
Take a look at magazines: 42.08% of vouchers issues have magazines in their sales baskets whereas 69.64% have magazines in sales baskets where vouchers are redeemed.
Take an even deeper look: for women’s weeklies magazines (Woman’s Day, New Idea, NW, famous, OK etc), 7.64% of sales where vouchers were issued includes these in their basket whereas sales with women’s weeklies in the basket where vouchers were redeemed accounted for 23.46% of all redemptions.
This data is interesting to me, it shows shoppers using the vouchers to possibly purchase titles they might otherwise not have purchased. The women’s weeklies segment is benefiting more from the vouchers than almost every other segment at the moment. This is both good and bad news for newsagents. It is something magazine publishers need to understand too.
I am in no doubt that shoppers want a new type of loyalty program – they are tired of VIP points based programs. They want something that is not points based, something that rewards them today and in a way that is easy to engage with. As a retailer I want this and I want the tools to enable good analysis of shopper engagement.
This is really interesting data Mark and gives great insight into customer behaviour.
As a supplier I’d be interested to know how you and your readers would see this kind of loyalty model being applied at the business to business level.
Mark this is fascinating data. How can we suppliers find out more?
Supp I’ll contact you direct. There’s no doubt the data shows how this loyalty program can change shopper behaviour.