Valassis has published study findings which provide insights for retailers to better compete and drive repeat traffic both in-store and online. This article is copyright 2018 The Best Customer Guide.

Based on a survey of over 1,200 consumers, the "Building Loyalty with Dynamic Shoppers" findings reveal that loyalty is paramount in the current competitive retail climate. Specifically, 34% of all respondents - and 47% of millennials and 57% of millennial parents - have just one preferred retailer for each purchase category.

Shoppers reported that to earn their loyalty, it's critical for retailers to: safeguard and protect personal information (76%); reward them with personalized discounts or special offers (73%); and interact with them through their preferred communication channel (55%).

Additional best practices for retailers, based on study findings, include:

  • Connect throughout the year to win the critical back-to-school and holiday shopping seasons. 73% of consumers typically shop retailers who have reached out to them throughout the year. Only 27% say they shop new retailers during key time periods (holidays, back-to-school, etc.). Millennial parents, however, are more open to new retailers during these shopping time periods (49%).
  • Reach millennial parents at work. Notably, millennials shop more frequently than other consumer segments. While 30% of respondents said they shop for apparel/shoes at least one time per month, 46% of millennials noted this behavior. 62% of millennial parents often make purchases during work when they see an email, online ad or mobile notification from a retailer. Additionally, 74% say they often shop at stores close to work on their lunch break or before/after work.
  • Attract shoppers with advertising and promotions. Nearly three-fourths (73%) of consumers admitted they can be swayed by advertised promotions and sales for where to shop and what to buy. Forty-seven percent of consumers say receiving an offer will drive them to visit a store or website they don't typically shop. 44% of respondents say that receiving a print ad encourages them to go online and make a purchase from that retailer. This is higher for millennials (58%) and millennial parents (72%). It appears retailers have heard consumers' expectations on this front. According to a separate study by RetailMeNot, 76% of retailers plan to increase the amount of promotions they are offering in 2018.

"The competitive retail climate has made it crucial for brands to differentiate and prove their value to customers," said Curtis Tingle, Chief Marketing Officer, Valassis. "There are a number of variables that impact a consumer's decision on where to shop. Discounts, offers, communication frequency, channel of engagement and more, all play a role in determining which brands become preferred retailers and reap the rewards of a loyal customer base."