According to a survey from LoyaltyOne, 84 percent of Millennials (age 18-29) said that being able to redeem rewards/loyalty program points for a session or consultation with a chef or nutritionist would motivate them to shop more with that grocer.
Millennials' interest skewed even higher than the 69 percent of the general population also open to an expert session from a grocer.
The research further found that Millennials' interest around in-store sessions and consultations isn't limited to grocery shopping:
- Seventy-nine percent of Millennials surveyed said a session with a stylist as a loyalty program benefit would entice them to shop more at a clothing store.
- Seventy-seven percent said a session with a technician or software expert would spur them to shop more at an electronics dealer.
- Sixty-eight percent said a session with a makeup artist would prompt them to shop more with a cosmetics retailer.
- Sixty-nine percent said a session with a plumber or electrician would motivate them to shop more with a home improvement or renovation store.
Across age groups, the survey found that more women, 72 percent, were motivated by a chef or nutritionist session, versus men, 64 percent. Women were also more motivated by a session with a plumber or electrician while men were slightly more motivated by a session with a technician or software expert.
The question about being able to redeem rewards/loyalty program points for expert sessions or consultations was part of a survey of 1,034 U.S. consumers conducted in September.