ResearchResults

  Report for Grocery Loyalty Programs

The First Marketing Newsletter Readership Study is designed to evaluate recall, readership, reader behavior, topic preferences, attribute ratings and demographics for our clients. Perhaps most important, our grocery clients also seek to measure the effectiveness of their customer communication in

  • Increasing store visits and basket value.
  • Educating members about program usage and benefits.
  • Reinforcing the value and convenience of the program.
  • Retaining existing loyalty program members.
  • Encouraging purchases in high-margin categories.
  • Building the company brand and competition differentiation.

The results included in this market report clearly demonstrate the power of regular, targeted communication in the grocery loyalty program market. A well-executed communications strategy can boost awareness, inform customers of program benefits and influence purchase behavior. Highlights of the report include:

  • 76% of respondents surveyed recall seeing the newsletter. Among those respondents, 74% report reading every or almost every issue.
  • 34% of respondents who recall the newsletter kept an article for future reference.
  • More than 45% of respondents who recall the newsletter indicate that something they saw in the newsletter prompted them to do additional business with the store.

These highlights reflect just a few of the ways a First Marketing newsletter can support your goals, as part of an integrated communications program. For a full report, including statistics on topic preferences, attribute ratings and demographics, please contact us and mention the market you are interested in.

Recall
Yes
76%
No
24%
Recall Chart
Grocery Loyalty Program members show a high degree of interest in the newsletters they receive. 76% of respondents recall seeing an issue of the newsletter.

Scope of Readership
Every or
Almost Every Issue
74%
About Half
of the Issues
13%
Very Few
11%
Scope of Readership Chart
None
1%
No Answer
1%
Among respondents who recall seeing a newsletter, 74% report that they read every or almost every issue they receive.

Depth of Readership
One or Two
Articles
7%
All of Some
Articles
78%
Depth of Readership Chart
Parts
6%
No Answer
2%
The range of topics and editorial approach featured in grocery newsletters produced by First Marketing also deliver a high level of readership. 78% of members who recall the newsletter say they read all or some of the articles in each issue.

Reader Behavior
Reader Behavior Chart
  34%
Kept an
Article
17%
Saved for
Another
9%
Passed Along
an Issue
 
Respondents are very likely to retain or pass along the newsletter to a friend, family member or colleague. More than 33% of readers report that they have kept an article for future reference while another 17% say they have saved an article for someone else. Plus, an additional 9% report that they have passed along an entire issue to someone else.

Response
Yes
46%
No
39%
No Answer
2%
Not Sure
14%
Another significant question regarding the effectiveness of a Grocery Loyalty Program newsletter is whether it motivates readers to purchase. When asked, 46% of respondents indicate that they have done additional business with the store as a result of something they read in the newsletter.

Survey Instrument

The survey instrument is self-administered and consists of standard and custom questions and scales. Responses are tabulated along two axes: marginal counts and cross-tabulations. All closed-ended questions are analyzed by number of responses and percent of responses.

The statistics on these pages represent a sample of 1,001 respondents from Grocery Loyalty programs. A sample of this size carries with it a confidence interval between 1.9% and 3.1% (see chart below).

Margin of Error

Standard error is a statistical term that describes the likelihood of achieving the same result in a similar study. At the 95% confidence level, we are assured that if we were to do this test n times, the same result + or - the appropriate confidence interval would occur 95 out of 100 times.

Data Split Cell Size
700 800 900 1,000 1,100

10%-90%
20%-80%
30%-70%
40%-60%
50%-50%

2.2
3.0
3.4
3.6
3.7

2.1
3.0
3.4
3.6
3.7

2.0
2.6
3.0
3.2
3.3

1.9
2.5
2.8
3.0
3.1

1.8
2.4
2.7
2.9
3.0

 
ResearchResults
 
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