Valassis Finds Building Shopper Loyalty is Key in Current Retail Climate

a leader in activating consumers through intelligent media delivery,
today announced new study findings which provide insights for retailers
to better compete and drive repeat traffic both in-store and online.

Based on a survey of over 1,200 consumers, the “Building Loyalty with
Dynamic Shoppers” findings reveal that loyalty is paramount in the
current competitive retail climate. Specifically, 34 percent of all
respondents – and 47 percent of millennials and 57 percent of millennial
parents – have just one preferred retailer for each purchase category.
Shoppers reported that to earn their loyalty, it’s critical for
retailers to: safeguard and protect personal information (76 percent);
reward them with personalized discounts or special offers (73 percent);
and interact with them through their preferred communication channel (55

“The competitive retail climate has made it crucial for brands to
differentiate and prove their value to customers,” said Curtis
Tingle, Chief Marketing Officer, Valassis. “There are a number of
variables that impact a consumer’s decision on where to shop. Discounts,
offers, communication frequency, channel of engagement and more, all
play a role in determining which brands become preferred retailers and
reap the rewards of a loyal customer base.”

Additional best practices for retailers, based on study findings,

To learn more about this study, view this infographic.

About the Study

The Valassis Awareness-to-Activation Study is an ongoing study fielded
in conjunction with The NPD Group, Inc., a global market research
company. The sample was derived via an online survey, and all
participants were at least 18 years of age and living in the contiguous
United States. Approximately 10,000 respondents are surveyed annually.
The specific data included in this report is from the research wave
fielded Jan. 26 – March 15, 2018 to over 1,200 respondents and is
balanced by age and gender to U.S. Census demographic profiles.

About Valassis

Valassis helps
thousands of local and national brands tap the potential of
industry-leading data through intelligent media delivery –
understanding, engaging and inspiring millions of consumers to action
with smarter cross-channel campaigns. We’ve been a part of consumers’
lives for decades, introducing new ways to deliver offers and messages
that activate them — whether via mail, digital, in-store or the
newspaper. NCH Marketing Services, Inc. and Clipper Magazine are
Valassis subsidiaries, and RetailMeNot Everyday™ is its consumer brand.
Its signature Have You Seen Me?® program delivers hope to
missing children and their families. Valassis and RetailMeNot are
wholly owned subsidiaries of Harland
Clarke Holdings.

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