Why FMGC specialists need loyalty schemes to succeed

Around 55.3% cite loyalty schemes as an influence in purchasing food and grocery.

Fast-moving consumer goods (FMCG) specialists should ensure that they offer “highly effective” and compelling loyalty schemes to consumers to ensure that they stand out from their competitors, according to a report from GlobalData.

A GlobalData survey found that 55.3% of consumers claimed that loyalty scheme incentives always or often influence their product choices in food and grocery, and 52.1% for health and beauty.

ALSO READ: FMCG spending up 6.1% YoY in 2023

“In addition to the competitive benefits that loyalty schemes offer to retailers, data collection gives substantial opportunities to better serve customers,” GlobalData Retail Analyst Oliver Maddison said. 

“The data that retailers collect on their consumers’ shopping habits can help them target campaigns to specific consumer groups, personalize promotions, and ensure their proposition remains relevant,” he said adding that, they need to make the schemes appealing.

For example, Carrefour launched a trial to include Netflix's standard subscription as part of its Carrefour Plus scheme for Rouena and Bordeaux customers.