August 26th, 2022, Lesley Simeon
British supermarket chain Asda has hopped onto the loyalty programmes bandwagon with its Asda Rewards scheme. The retailer’s first-ever loyalty programme, Asda Rewards, has been launched in all of the brand’s 633 stores across the UK and through its click-and-collect service. With more than 1 million members, the app-based scheme will enable customers to build up rewards as a ‘cashpot’ of pounds, which they can use during in-store or online grocery shopping.
What motivates current Asda customers to sign up for a loyalty programme?
In-store and online discounts and offers trump all other benefits. According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics - 70% of Asda customers subscribe to loyalty programmes for discounts and offers. This is in line with the general British public sentiment, 67% of whom say they subscribe to loyalty programmes for the same reason. Attitudes between Asda regulars and the general population more or less match on other factors as well. For instance, 29% of Asda customers and 28% of the general population, sign up for loyalty schemes for free products and services.
Data from Profiles shows that 37% of Asda customers collect rewards/points from loyalty programmes to get a higher value reward. That compares to just 35% of the general GB population.
When it comes to types of rewards from a loyalty scheme, 65% of Asda regulars prefer money, followed by discounts/offers (56%) and free products, services or experiences (48%) – which sits well with Asda’s decision to award pounds to its loyalty programme subscribers, instead of the points that some of its rivals favour.
Our data reveals that ASDA shoppers closely mirror shoppers in general – and in a market where shoppers are likely to be sensitive to price, the extra rewards on offer may make a difference.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.