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Report: Target puts bullseye on personalization

BY Dan Berthiaume

Minneapolis – Target Corp. is reportedly aiming squarely at improved customer personalization with several data analytics efforts. According to Minnesota Public Radio, Target executives recently told Wall Street analysts the company will build an internal data analysis center.

The center will help Target deliver more personalized emails, promotions and offers through its Cartwheel mobile couponing app. In addition, Target plans to provide a more personalized in-store experience for mobile users with features such as in-store location and navigation, expanded mobile payment, and beacons. Beacons would deliver personalized mobile coupons on an opt-in basis.

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Study: Consumers spend fuel savings on groceries

BY Dan Berthiaume

Jacksonville, Fla. – A majority of consumers are spending savings from lower fuel prices to buy groceries. According to the new “Why? Behind the Buy” report from Acosta Sales & Marketing, 72% of shoppers age 18-34 will spend fuel savings on groceries.

Almost all (95%) U.S. shoppers report buying household groceries at regular supermarkets in the past six months; followed by shopping at mass merchants (79%); warehouse/club stores (42%); dollar and drug stores (39%); convenience stores (25%); natural/organic grocers (21%).

Millennial and Gen X shoppers show slightly greater interest in drug stores, convenience stores and natural/organic grocers than total U.S. shoppers. Twenty-seven percent of shoppers reported purchasing a grocery item online at least once a month, over the past year, up from 23% the prior year. Four-in-10 of those currently shopping online said that they expect to increase their order frequency in the next year.

While about seven-in-10 shoppers make the decision to shop a particular category at home, 55% of shoppers typically decide what brand to buy while in the store. When it comes to product loyalty, 65% of shoppers will switch products if their specific item was unavailable; 20% will wait until the next trip; 11% will go to another store; and 4% are not sure what they would do.

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Kmart introduces pharmacy rewards program

BY Dan Berthiaume

Hoffman Estates, Ill. – Nobody really wants to have to fill a prescription, but Kmart and the Shop Your Way loyalty program are making it a more rewarding task. Kmart and Shop Your Way are introducing the new Shop Your Way Pharmacy Rewards Program that gives members $10 back in points (10,000 points) for every five qualifying prescriptions filled in a rolling 12-month period.

Shop Your Way members earn points every time they fill five qualifying prescriptions, including pet prescriptions and immunizations. Some features include automatic updates on reward progress each time a prescription is filled, point redemption for non-pharmacy merchandise in-store and online, omnichannel reward tracking, and limitless rewards.

Current and new Shop Your Way® members must enroll for the program at any Kmart Pharmacy or online at kmartpharmacy.com/rewards.

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