While the study showed that The Warehouse’s grip on young adult shoppers has slipped from 79 per cent in 2017 to 71 per cent in 2018, and Kmart’s was down 1 per cent to 68 per cent from the previous year, the two retailers are still the top shops as far as younger Kiwis are concerned.
Farmers came in third at 44 per cent, up from the 35 per cent in 2017, followed by Noel Leeming at 24 per cent, up from 22 per cent the previous year.
Briscoes, Mitre 10 and Z Energy suffered a drop of foot traffic from younger customers compared to last year.
In terms of loyalty scheme membership among 18- to 24-year-olds, AA Smartfuel topped the list at 39 per cent, up from 34 per cent in 2017.
One Card came in second with 37 per cent, down 3 per cent from the previous year, followed by Air NZ Airports with 31 per cent, enjoying significant growth from the 22 per cent in 2017. Its New World Club Card competitor had 28 per cent, up from the 23 per cent the previous year.
Farmers and Flybuys came in fourth with 30 per cent.
The research revealed that most retailers’ loyalty schemes may be out of touch with what younger New Zealanders really want, but if done wisely, could have the potential to increase sales and loyalty. The key is understanding what customers really want to purchase.