Loyalty To Single Retailer By Category, March 2014 [CHART]

Chart: Retail Customer Loyalty By Category

A frequent customer is not always a loyal one, says Cardlytics in a new study [PDF] based on a “whole-wallet” analysis of transaction records held by consumers’ banks for nearly 70% of US households. The research indicates that customers who frequently visit specific retailers tend to be heavy category spenders, meaning that they also frequently visit other retailers in the same category. Instead, true loyalty is often the domain of “light customers,” who make fewer trips to stores but typically shop at the same ones.

The analysis looked at 5 retailer categories: restaurants; apparel; gas and convenience; grocery; and general retail. Rather than simply analyze how often customers of these categories visit specific stores (which might be how the stores themselves determine loyalty), the whole-wallet approach based on transaction records looks at how often customers visit stores as a percentage of their total category visits. Read the rest at MarketingCharts.