Amidst a summer of sport, new research by SAP Emarsys Customer Engagement reveals that football fans surveyed are set to spend almost one and a half times as much as Olympics fans – amidst a wider study of how loyalty underpins consumer spending.
The research, surveying over 2,000 UK consumers as part of SAP Emarsys’ upcoming annual Customer Loyalty Index, finds that shoppers surveyed who are loyal to a football club will spend an average of £118 on watching the Euros. That’s compared to the £83 spent on the Olympics by those following the action this summer – meaning that football fans will, on average, spend 42 per cent more per head.
This spending is in stark contrast to many sports fans’ usual retail habits, where many are cost-conscious enough to abandon their brand of choice in pursuit of better value. 66 per cent of football fans surveyed and 67 per cent of Olympics fans having switched brands due to cost considerations; 67 per cent and 68 per cent respectively will typically replace a purchase if a cheaper product is available.
Indeed, it seems that both sets of fans have similar feelings – and similar behaviours – when it comes to brand loyalty and navigating their summer spending:
- Around half of both football (48 per cent) and Olympic (51 per cent) fans surveyed expect reduced prices or better deals in exchange for their loyalty.
- Both sets of fans who consider themselves loyal to a particular retailer/brand/store expect loyalty points or cashback to reward their loyalty – 49 per cent of football fans, and 52 per cent of Olympics fans.
- That’s despite only a third (35 per cent and 36 per cent respectively) starting to use loyalty schemes in the past twelve months, potentially in the buildup to these events.
- The exact same percentage for both sets of fans – 42 per cent – are using apps provided by their favourite brands.
As AI becomes an increasingly conventional part of the retail experience, we can also see this reflected in sporting fans’ attitudes towards its use in everyday shopping.
29 per cent of football fans, and 27 per cent of Olympics fans, have switched from a brand they were loyal to due to its use of artificial intelligence. Sports fans are increasingly aware of AI as part of their usual retail experience, and many are willing to exchange their information if it means a more personalised, sophisticated experience.
Kelsey Jones, global head of product marketing at SAP Emarsys: “AI is an indispensable tool for understanding a consumer’s relationship with a particular brand. From first-time buyers to staunch brand loyalists, AI is the only serious means of tailoring offers and communications for each unique customer and shaping their bespoke experience in real time.
“Sports fans are no different. As one of the most passionate global audiences for any sort of retail, dedicating time, energy, and money to pursue moments of joy and togetherness, we can learn much from their loyalty to their teams. Retail brands want to follow suit, as we can see in initiatives like loyalty programs – whether you’re a fan of a sports team or a consumer brand, you want to see your loyal support rewarded.”
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