Seven out of ten Hungarian shoppers appreciate if a retail chain rewards their loyalty with a loyalty programme

In Hungary 46 percent of consumers shop in stores that offer a loyalty programme to customers. Seven out of ten Hungarians prefer to do their shopping where their loyalty is rewarded with a loyalty programme – informs a Nielsen study conducted in 58 countries.

Nielsen audited consumers’ brand loyalty vis-à-vis 16 product groups. Mobile service providers and mobile phone manufacturers won: 87 and 84 percent of Hungarians are loyal to them fully or in general, respectively. With 79 percent the runners-up were retail chains, beauty and body care products and consumer electronics. From grocery products we are most loyal to breakfast cereals (76 percent), followed by carbonated soft drinks (68 percent), snacks (67 percent) and alcoholic beverages (65 percent). According to Julie Currie, senior vice president of Nielsen responsible for loyalty, what consumers say about their loyalty is in close correlation with what they buy, so if their opinion changes only a little, how they act changes significantly. While in Hungary 46 percent of consumers shop in stores offering a loyalty programme, in 29 European counties the average is 61 percent. 83 percent of Hungarians prefer loyalty programmes with a price discount or a free gift – in Europe 82 percent is the same ratio. To the question ‘What would make you switch to another product or service provider?’ 51 percent of Hungarian and 54 percent of Europeans named better prices.