What is the Monday Morning Coffee with Spaycial? Every Monday morning, our editorial team brings you 4 need-to-know news from its weekly readings, to read in less than 4 minutes.
What's on the menu this week ?
1. Loyalty Programs in the air
Let's kick off the week with a New York Times article dealing with loyalty programs (quite rare). The piece tackles how challenging it is to keep fliers loyal and how airlines mostly put it all on their number one asset, credit cards, as they overall made it easier to stick with their program. As consumers shifted their spending in response to pandemic conditions, airlines followed with special offers linked to their branded credit cards. But, the industry, like all others if you ask us, is going to have to look beyond just updating their loyalty programs, he said, to succeed in the new normal.
2. The Frenchs' favorite brands
We read a pretty interesting study by OC&C. With the pandemic, shoppers are clinging to safe values, with confidence as the primary purchase criterion, not price as in 2019. So which brand is n°1? Picard is back at the top of the ranking, which had not happened since 2014, followed by Decathlon. Note that the ranking does not include any pure player, all brands have stores. Leroy Merlin has risen to third place, favoured by the enthusiasm of the French for DIY and furniture during the crisis and the various confinements.
3. Holiday season shopping is gonna break some record
Here's one big number for you : online holiday sales in the U.S. will hit $207 billion, between Nov. 1 and Dec. 31, which will set a record, reflecting a 10% jump from last year, according to Adobe's shopping forecast for the 2021 season.
4. Revenge Spending is back
We wrote it. The pandemic has definitely left its mark on our lifestyles and consumption patterns. An exceptional situation calls for exceptional reactions: today, shoppers' tendencies are largely linked to their experience of this unprecedented situation over several months. We are therefore seeing the resurgence of the phenomenon of revenge spending, caused directly by the feeling of frustration and isolation felt by shoppers. A data of choice for retailers that we handle with the utmost care.