Grocers’ Most Loyal Customers Are Those Who Engage Digitally

As grocers look to maintain customer loyalty amid inflation, PYMNTS research reveals digital is key.

The Context

Digital channels are key to grocers’ ability to maintain communication with consumers, keeping them coming back.

Michigan-based supermarket chain Meijer, for one, which has nearly 500 stores across the Midwest and Kentucky, earlier this year announced the launch of an update to its mPerks loyalty program to improve its rewards personalization capabilities.

“Meijer is committed to providing value and convenience for our customers, and the changes we’ve made to mPerks expands on both by offering more personalized savings, along with more opportunities to earn points,” Vice President of Customer Strategy Derek Steele said in a statement. “We want to ensure we’re continuing to provide personalized value while also making the experience fun and engaging.”

Similarly, Kroger, the nation’s leading pure-play grocer, noted on a call with analysts Thursday (March 2) discussing its fourth quarter 2022 financial results  how important these kinds of innovations have been in driving engagement.

“Our data science teams are using predictive science to serve customers the right products at the right time and at the best value, because we know our customers so well,” CEO Rodney McMullen said. “We were able to provide recommendations to start their baskets and deliver personalized offers on the products most important to them, saving them time and money and making their lives easier. In return our customers reward us with their trust and loyalty.”

By the Numbers

Research from the latest edition of PYMNTS’ Consumer Inflation Sentiment study, “Consumer Inflation Sentiment: The False Appeal of Deal-Chasing Consumers,” which draws from a February survey of more than 2,100 U.S. consumers, finds that 27% of shoppers who are highly brand loyal made their most recent grocery purchase online. In contrast, only 18% of those whose purchasing decisions are motivated by deals did the same.