Eighty-percent of brands in L2’s Digital IQ Index: Big Box offer loyalty programs and the same number provide time-sensitive offers to create an urgency to buy. However, many may not be getting a high-enough ROI due how cumbersome it is to access these discounts. For example, 25% of brands in the study require account logins to access advertised discounts, and just 16% enable mobile shoppers to text offers to their mobile phone. Few have taken the extra step to integrate these loyalty programs in their mobile apps; Best Buy is the only retailer with mobile app support of a loyalty program.
Some Big Box sub-categories are better than others. For example, Pet Supplies retailers are ahead of the back in subscribe & save and all Electronics, Hardware, Arts & Crafts, and Office Supplies retailers match competitor prices.
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