Investigating online consumer-led communities for supermarket loyalty programmes

Elnahla, Nada; Wallace, Elaine

Abstract

In 2023, 61.3 percent of European adults were members of at least one loyalty programme (LP)
(Mando-Connect & YouGov, 2024). In retail grocery, one LP mechanism is the provision of money-off shopping vouchers for previous spends of fixed amounts. With soaring food prices, independent, consumer-led online voucher exchange groups have emerged as forums for gifting and exchanging money-off supermarket LP vouchers. Through qualitative semi-structured interviews with moderators of grocery voucher gifting and exchanging online groups, the research provides new insights about motives for LP voucher gifting and exchanging, and the consequence of voucher gifting and exchanging on consumers’ store loyalty and their food choices, at a time where food prices and food poverty are on the rise. The study also provides suggestions for businesses seeking to better market and manage their LP voucher schemes.

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Developmental Paper

Primary Track

Marketing and Retail

Keywords

Consumer behaviour and psychology;Retail

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Investigating online consumer-led communities for supermarket loyalty programmes

Abstract

Please choose your submission type

Primary Track

Keywords