SCHAUMBURG, Ill. -- Almost two-thirds of all households participate in frequent-shopper programs, according to research by ACNielsen U.S. here.
ird annual frequent-shopper study compiled responses from nearly 41,000 households.
The percentages of households participating in frequent-shopper programs vary widely in different areas of the country. The Top 5 markets are Chicago, where 97% of households participate in at least one program; Phoenix, at 95%; Los Angeles, at 93%; Denver, 92%; and Charlotte, N.C., 91%. The bottom five markets are Houston at 52%; San Antonio at 18%; Columbus, Ohio, 17%; Miami, 10%; and St. Louis, 10%.
The study also examined the role that frequent-shopper programs have on consumers' decisions about where to shop. While location and price ranked first and second, the fact that a store has a frequent-shopper program placed third.
As more retailers roll out frequent-shopper programs, consumers often enroll in multiple programs, the study revealed. Of households that participate in at least one frequent-shopper program, 57% participate in two or more programs.
Those households enrolled in frequent-shopper programs use their cards often. A total of 82% reported using their cards every time they shop.