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Meal Kit Delivery Services vs. Grocery Chains
Today’s consumer is hyper concerned about the freshness of food, the ingredients, and sustainability, among other factors. But, the shift from processed foods has not changed the craving for convenience. Because of this, meal kit delivery services, like Blue Apron, Plated and Hello Fresh, have gained steam. Cardlytics analyzed consumer spending on meal kit services (MKS) and how those purchases impact spend at traditional and specialty grocery stores, as well as restaurants.
Does Your Gym Choice Really Matter?
Treadmill running or CrossFit? Barre classes or spinning? Low carb or juice cleanse? There are countless ways to get fit, but which are consumers more likely to stick with? Using our data and the power of purchase intelligence, we looked at how consumers are working out and how their spending habits differ by gym choice.
2017 Cardlytics Back to School Report
The back-to-school shopping season is the second largest shopping event of the year, making it a critical time for retailers. This report looks at the back-to-school spend trends driving sales this season.
2017 Cardlytics Holiday Spend Report
The holiday season is the largest shopping event of the year. Using our proprietary Purchase Intelligence, we analyzed year-over-year spend from 2015 - 2016 to uncover the top spend trends retailers need to know to drive holiday sales this season.
2018 Cardlytics Holiday Spend Report
Holiday spend is on the rise as more customers take their shopping online and skip the Black Friday lines. To help retailers keep a pulse on where, when, and how holiday shoppers tackle their gift lists, Cardlytics shares key spends and actionable insights for merrier marketing.
2018 Cardlytics Back to School Spend Report
The back-to-school shopping season accounts for nearly 20% of the spend that doesn't occur during the winter holiday season, and it continues to be one of the most critical periods for retailers to reach sales goals. Cardlytics breaks down the spend trends and tips retailers need to know to capture share in the back-to-school season.
How is Grocery Spend Changing Across Meal Kits, Specialty, Delivery, Traditional, & Discount?
Grocery shoppers have increasingly differing options for how to get food on the table, and each shopper uses a variety of channels. The consumer is in control and on-demand shopper trends are having an impact on in-store purchases and shopping behavior. Cardlytics took a look at how these changes are shifting food dollars and changing the grocery marketplace.
How to Drive Sales When New Customers Are Not Enough
Restaurant marketers: you’re working hard to bring new diners in the door, but are those efforts leading to increased net sales?
If you answered, “I’m not sure,” you’re not alone. Many restaurants are successfully driving in new guests but are unaware of how quickly their existing base is “leaking” customers that don’t return. This “Leaky Bucket” effect undermines the net impact of marketers’ successful acquisition campaigns.
By analyzing purchase data from our bank partners, Cardlytics identified key spend trends to help marketers quickly spot and fix a leaky bucket, and ultimately, grow sales.
The Leaky Bucket effect slows growth across restaurant categories
Restaurant brands are bringing in many new customers, but unfortunately, their “bucket” of current customers is leaking as fast, or even faster, than they can fill it. This is a natural industry phenomenon in which customers want choice and variety, and have hundreds of considerations in their immediate area. In the last 12 months, top restaurant brands in key categories faced major headwinds to their own growth:
- QSR: 50% of guests were new, but 53% lapsed and didn’t return to the same restaurant
- Casual Dining: 75% of guests were new, but 83% lapsed and didn’t return
- Upscale Dining: 55% of guests were new, but 57% lapsed and didn’t return
Quickly re-engage customers after their first purchase
The easiest way for restaurants to stop a leaky bucket is to drive a repeat purchase from newly acquired customers. And the sooner the better. Across top restaurants, 50% of customers make a second purchase at the same restaurant within 45 days after their first purchase. After that point, the risk of a customer lapsing significantly increases. Marketers should engage their new customers quickly and consistently to keep them coming back throughout the year.
Use purchase insights to identify at-risk customers
Lapsed or “about-to-lapse” customers are very difficult to identify and influence. These customers haven’t been to the restaurant in some time, and mass media is not an efficient tool to reach them. At Cardlytics, we can identify and retain at-risk customers and bring back lapsed customers. Through our purchase insights, we not only understand if consumers have made a purchase at your restaurant, we can actually target consumers based on their purchase patterns across your category—driving them to your restaurant for their next dining occasion.
Cardlytics’ pay-for-performance model only charges a fee if that customer makes an actual post-advertising purchase. Forget about paying for likes, shares, impressions, or clicks… only pay for actual purchases. Let’s work together now to build loyalty with your at-risk customers and drive overall sales.
Rethinking Omni: Breaking Down Sales Channel Silos
As marketers, we know to put the needs of our customers first. Yet, we frequently still structure goals to drive purchases through distinct sales channels: in-store vs. online vs. mobile. Even with the best of intentions for an integrated approach, our marketing efforts don’t necessarily correspond to how customers actually shop. To identify the real omni opportunity available to marketers, our analytics team looked at consumer-level purchase behavior across online and in-store channels.
There is massive upside to driving omni shopping behavior – and lots of room to grow
It’s not news that consumers are relying on the convenience of shopping both online and in-store. Our data shows that 94% of retail consumers shop both in-store and online regularly. What’s interesting is that there is a significant gap between a customer’s overall shopping behavior and their likelihood to be an omni customer at a particular retailer. It turns out that customers are rarely omni shopping with the same retailer. In fact, only 9% of customers at top retailers are omni customers with that brand, so you can see the incredible headroom that exists for marketers. It’s not that omni shopping behavior isn’t happening, it just isn’t happening enough within each retailer's properties.
Only 9% of customers at top retailers are omni customers with that brand, so you can see the incredible headroom that exists for marketers."
While retailer-specific omni behavior is stronger in some categories than others, there is still room for growth. In the apparel category, 22% of shoppers were retailer-specific omni customers, home and garden shoppers 17%, office supply shoppers 16%, and pet shoppers 13%. Customers are making omni purchases, and the marketers who are thinking about their sales channels as an “and” for their customers, and not an “or”, are reaping the rewards.
It turns out that the industry buzz around omni isn’t just hype. By evaluating where sales are happening based on actual purchase data, we see that omni customers – those who shop with a brand both online and in-store – spend significantly more. In the retail vertical alone, omni customers spend 82% more than customers who shop only in-store or only online. Converting customers from shopping in a single channel to omni can be a leading driver of loyalty and make a material difference to the bottom line.
In the retail vertical alone, omni customers spend 82% more than customers who shop only in-store or only online."
Be there throughout your customer's path to purchase
It’s critical that marketers build their campaigns with customer shopping behavior in mind in order to unlock the value of a true omni shopper. To encourage omni adoption, a consistent experience for customers throughout their purchase journey is a must, regardless of channel. As a native ad platform in banks’ digital channels, Cardlytics provides valuable cash-back offers to customers regardless of the channel through which they ultimately choose to buy. We help marketers capture the full opportunity within their own customer base by pinpointing their best omni customers (i.e., which customers are heavy omni shoppers, just not yet with that brand). We also help identify new opportunities to drive more sales from customers who are omni within their category.
Contact us today to evaluate omni consumer strategies in order to win the next sale, and the next, and the next.
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