Grocers' Use of E-Mail Growing: Survey

Most grocers with frequent-shopper programs use e-mail to communicate with members, according to a survey of 66 supermarket chains by Retail Systems Consulting.

The retail marketing consultancy found that 53% of grocers let shoppers register for loyalty programs online, automatically capturing e-mail addresses. Eighty-one percent of grocers ask for an e-mail address on their paper application forms.

"Some of the chains that restrict signup to in-store do so because they have check cashing as a benefit of the card. So it is logical to require applicants to come into the store for verification of customer IDs," said RSC senior consultant Betsy Tucker in a statement. "However, in cases where check cashing is not part of the card benefits, consumers could sign up online if the retailers had that capability. We expect to see this trend continue and more retailers to collect e-mail addresses in the future."

Online registration lets grocers reach consumers who "are actively engaged in online activities ... and probably desire e-mail communications," said RSC President Carlene Thissen in a statement. "It is still important, of course, to provide an opt-out ... to future retailer-initiated e-mailings."

Naples, FL-based RSC also found that:

The consultancy will report more statistics from its 2005 Card-Based Marketing report at the Global Electronic Marketing Conference (GEMCON) Oct. 24-26 in Las Vegas. Information on the conference is at GEMCON2005.com.

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