1. Loyalist’s basket is half-full
A supermarket’s most loyal customer typically spends only 50% to 70%, of her monthly budget with that merchant, according to Precima, our global retail strategy and analytics company. Loyalty programmes are essential to understanding shopper behaviour in ways that can increase the basket size, and social media can assist in keeping in touch. Tesco, for example, has invested resources in its Twitter account to communicate with existing customers while also getting a cleaner read on customer needs and product requests. The one-to-one communications put a face on the company and strengthen shopper relations.