New LoyaltyOne research shows that retailers should consider providing millennials with a hands-on shopping experience by offering exclusive sessions with a consultant or expert in the field, as a way to motivate this high-value segment to shop more at their stores.
In a notable example from U.S. consumer survey research conducted by LoyaltyOne in September 2014, 84% of millennials (age 18-29) said that being able to redeem rewards/loyalty program points for a session or consultation with a chef or nutritionist would motivate them to shop more with that grocer.
Millennials’ interest around in-store sessions and consultations wasn’t limited to grocery shopping. Here’s how millennials responded when asked about other retailers:
- 79% said a session with a stylist as a loyalty program benefit would entice them to shop more at the clothing store offering the session
- 77% said a session with a technician or software expert would spur them to shop more at the electronics dealer
- 68% said a session with a makeup artist would prompt them to shop more with the cosmetics retailer
- 69% said a session with a plumber or electrician would motivate them to shop more with the home improvement or renovation store
“Marketing to millennials successfully will depend on how well retailers meet their unique needs,” LoyaltyOne Retail Practice Leader Fred Thompson said. “Offering sessions with a consultant or expert in the field helps to develop a meaningful relationship between the retailer and shopper, which leads to increased engagement, loyalty and ultimately, profitability.”
Survey results showed that millennials are not the only consumer segment motivated by expert session opportunities offered as loyalty program perks. Here are some other key findings from the research:
- 69% of the general population said an expert session with a chef or nutritionist would motivate them to shop more with the grocer offering the session
- When broken out by gender, 72% of women said they’d be motivated by the chef or nutritionist session, versus 64% of men
- 68% of women said they’d be motivated by a session with a plumber or electrician, versus 63% of men
- 69% of men said they’d be motivated by a session with a technician or software expert, versus 67% of women
The question about being able to redeem rewards/loyalty program points for expert sessions or consultations was part of a survey LoyaltyOne conducted of 1,034 U.S. consumers in September 2014. The survey’s margin of error, which measures sampling variability, is +/-3.05.