While retailers are looking for ways to increase customer loyalty and engagement, some shoppers are looking for new ways to game the system. New data out from Mindshare indicates about one-quarter of Millennial shoppers will fake birthdays, 17% of the whole shopping demographic will do so.
The Mindshare data also indicates about half (47%) of Millennials have left items in shopping carts hoping to get a discount from the store to complete the purchase; about one-third (37%) of all adults have done this.
"Every day, consumers are growing savvier and savvier in their online shopping habits," says Joe Migliozzi, Managing Director, NY Office Digital and Shop+ Lead, Mindshare North America. "That's not necessarily a bad thing for retailers--it's a different kind of engagement. But brands do need to understand this shift in behavior, and adapt their marketing plans in creative ways."
Here are three more ways shoppers are gaming the retail system:
• 31% of Millennials clear their online history to get better flight fares, 23% of all adults do this
• 61% of Millennials online purchase upcoming travel tickets on Tuesdays because they believe this is when prices will be lowest
• 36% of Millennials 'share' Amazon Prime accounts to get lower shipping rates, 24% of all adults do this
Mindshare's report also indicates most shoppers are now willing to wait to get a better price on products and about one-third (39%) of Millennials have signed up for price tracking services to ensure they get the lowest price on items.
As for loyalty cards, the research indicates most women (77%) sign up for loyalty programs strictly for the rewards/discounts; 67% of men do the same.