The lure of toasters, knives or coffee is fairly compelling for many Kiwis, and, according to the results of an independent study commissioned by Muffin Break that investigated the habits of shoppers and their interest in frequent purchasing programmes, 42 percent of those surveyed said they would return to a store where the service had dropped if the loyalty programme on offer was good.
66 percent of those surveyed said they would go out of their way to visit a store with a loyalty scheme. And it seems women were particularly keen on seizing a bargain with 73 percent saying they would do this compared to 58 percent of males.
When asked to describe how important store loyalty programmes were to them, 45 percent said they shopped using loyalty cards wherever possible. 40 percent said they used their loyalty card when they remembered or were reminded in store. And only 15 percent of respondents said they only occasionally or rarely used a loyalty scheme.
Those aged 55+ were most likely to be dedicated users of loyalty schemes with half of those in this age group utilising the programmes whenever they could – this behaviour declined with age with only 33 percent of those aged 18-24 admitting to using the cards as regularly as their older counterparts.
Interestingly, it was also those aged 65+ who were most likely to appreciate good service over loyalty rewards with 30 percent saying they would settle for service below their expectations.
The research was launched to coincide with the launch of Muffin Break’s new loyalty programme, which will offer customers ‘every fifth coffee free’.
“We provide regular incentives to our customers as well as free rewards membership and a complimentary muffin on their birthdays,” says John Macphail, the national brand manager for Muffin Break. “It’s these little touches that we’ve found customers really notice and helps drive repeat purchases.”
Muffin Break first launched in 1989 and has since grown to approximately 250 stores across New Zealand, Australia and the United Kingdom.