‘How retailers are capturing the loyalty of impulse shoppers’ – EConsultancy
Nikki Gilliland says, “According to research, loyalty schemes remain one of the best ways to lock in impulsive shoppers.
This is because the ‘impulse-led shopper’ is someone who displays little brand loyalty during the browsing stage. However, if they do show allegiance, they can offer a brand huge returns over time.
In fact, Rakuten suggests loyalty schemes can lead impulsive shoppers in the UK to increase spend by 83% over the course of eight purchases. Similarly, US consumers typically increase spend by 33% in the same period.
With this in mind, here’s how a few brands are aiming to capture this elusive consumer in the long term.
Gap
Gap has typically relied on heavy discounting in the past, sending multiple emails per week that offer money off in-store and online. However, this blanket strategy offered no real incentive for shoppers to stay loyal, with the brand’s heavy-handed approach potentially putting people off instead of drawing them in”.
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