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Data for today’s episode is provided by Mercator Advisory Group’s report – Tech Forward Shoppers: A Retailer’s Dream.
What does the average loyalty program consumer look like?
- 48% of “medium” or average consumers are enrolled in 4 to 11 merchant loyalty programs
- 31% of consumers have “light” enrollment: only 1 to 3 programs
- 21% of consumers have “heavy” enrollment in merchant loyalty: 12 to 21 programs
- Consumers “heavily” enrolled in mercahnt loyalty tend to be female (58%)
- “Heavily” enrolled consumers skew younger: only 15% are over the age of 55
- 59% of consumers “heavily” enrolled in merchant loyalty are employed full time
- 58% of consumers “heavily” enrolled in merchant loyalty have a household income greater than $75K
About this report
Mercator Advisory Group’s latest Primary Data report, Tech Forward Shoppers: A Retailer’s Dream is the based on the company’s 2019 Buyer PaymentsInsight Survey (formerly Customer Merchant Experience Survey). The online survey of 3,000 U.S. adult consumers, which was conducted in March 2019, explores consumers’ merchant experiences as they shop in-store, online, and via mixed channels. The survey was designed with the goal of defining and highlighting consumer expectations for optimal experiences with merchants.
This third report of three on the survey’s findings looks more specifically at the emerging behavior patterns of customers as they shop in-store, online, via mobile. The report’s analysis of the findings offers insights into how consumers shop, how their attitudes toward technology impact their shopping behavior, and how loyalty program membership drives the way they shop.
