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* Loyalty Date Published: 04/11/2006 *
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Loyalty  

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Find out how to attract and retain customers in different trade channels with IGD's guide to shopper loyalty

  
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Traditional thinking suggests that existing customers are cheaper to service, less price sensitive and more profitable over time. But in a competitive and consolidated retail environment, where low prices and promotions offer attractive switching options, does shopper loyalty really exist?

IGD's Loyalty report reveals what shoppers think about loyalty, how loyal they really are and identifies the key implications across the industry. Including findings from in-depth focus groups, this report investigates Loyalty Cards, looks at why shoppers switch stores and looks at ways businesses can keep and maintain loyal customers across different channels.

 
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EXECUTIVE SUMMARY & RESEARCH OBJECTIVES
  • Changing Shopper loyalty
  • The Loyalty Continuum
  • How Loyal are Shoppers?
  • Purchasing Behaviour
  • Drivers of Loyalty
  • Drivers of Store Switching
  • Loyalty Schemes
  • Implications
  • Research Protocols
INTRODUCTION
  • How Loyalty is Changing
UNDERSTANDING LOYALTY
  • How do Shoppers Describe Loyalty?
  • Are Shoppers Loyal?
  • Summary of Understanding Loyalty
HOW DO SHOPPERS BEHAVE IN DIFFERENT RETAIL CHANNELS
  • Purchasing Behaviour
  • Retail Spend
  • Summary of Purchasing Behaviour
WHAT DO SHOPPERS SAY KEEPS THEM 'LOYAL'?
  • Supermarket Loyalty
  • Convenience
  • Price
  • Promotions
  • Product Quality
  • Customer Service
  • Summary of Loyalty Drivers
STORE SWITCHING
  • Cost
  • Promotional Offers
  • Easier Location
  • Product Availability
  • In-store Environment
  • Families
  • Staff and Customer Service
  • Summary of Switching Drivers
ARE LOYALTY CARDS ABOUT LOYALTY?
  • Loyalty Card Ownership
  • Do Loyalty Cards Create Loyalty?
  • Different Forms of Reward from Retail Channels
  • Summary of Loyalty Schemes
IMPLICATIONS

Key Drivers of Loyalty by Retail Channel

  • Developing Behavioural Loyalty
  • Developing Emotional Loyalty
  • Maintaining Loyalty in Specialist Channels
  • Implications for Manufacturers

Summary of Industry Implication
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