Lewisville, Texas, May 4, 2016 – American women are shopping across multiple channels, are price sensitive, and know how to take advantage of the myriad promotional offers available to them, according to shopper research from Blackhawk Engagement Solutions*.
“With women usually doing the lion’s share of day-to-day shopping, female shoppers aren’t only a key demographic for retailers, they’re often the primary demographic,” said Rodney Mason, GVP of Marketing at Blackhawk Engagement Solutions, an international incentives and engagement company. “Our research shows that retailers have opportunities to engage with the sought-after female shopper through omnichannel optimization and valuable promotions that offer best-in-market prices and use prepaid cards.”
Blackhawk Engagement Solutions’ “How Women Shop: Shopping Habits of American Women” report summarizes the findings from two distinct studies: the first was a US study conducted in April 2015 that surveyed more than 1,300 American women and focused on shopping behaviors; the second was a US study conducted in October 2015 that surveyed more than 1,300 additional American women and focused on app and gift card preferences. Together, these surveys identified the ways American women research purchases, the devices they use, and the influences along their paths to purchase. Key findings include:
o Seventy-five percent of women have purchased gift cards in the last year.
o Seventy percent would take advantage of exclusive values requiring the use of a gift card and 38 percent buy gift cards for themselves when bonus awards are offered with purchase.
o Women prefer universal prepaid cards as post-purchase rewards over all other offerings.
o Sixty-seven percent would consider exchanging gift cards they receive for other available brands.
o Sixty-five percent think using gift cards for transactions helps limit identity fraud and 58 percent feel gift cards are safer for online transactions than other digital payments.
o Fifty-four percent would buy gift cards that can be converted to e-gifts.
o Nineteen percent buy gift cards for themselves.
A full report exploring the findings of Blackhawk Engagement Solutions’ “How Women Shop: Shopping Habits of American Women” research can be downloaded here: www.bhengagement.com/report/how-women-shop/?utm_source=PR&utm_medium=PR&utm_campaign=PR-Women-Shopper .
Blackhawk Engagement Solutions is a division of Blackhawk Network, which built its business on pioneering new products that shoppers love and widely adopt such as gift card malls in grocery stores. This success is rooted in Blackhawk’s expertise in shopper marketing and its ability to stay ahead of consumer behavior.
*About the “How Women Shop: Shopping Habits of American Women” Report
The Where It’s At Shopper Study is an Internet-based survey conducted by Blackhawk Engagement Solutions from April 9, 2015 to April 16, 2015. The sample size of 1,327 American female respondents, ages 18+ at the 95 percent confidence level would equate to + or – 3 percent margin of error had this been a random sample.
The Shopping Apps Study Study is an Internet-based survey conducted by Blackhawk Engagement Solutions from October 26, 2015 to October 30, 2015. The sample size of 1,354 American female respondents, ages 18+ at the 95 percent confidence level would equate to + or – 3 percent margin of error had this been a random sample.
About Blackhawk Engagement Solutions Blackhawk Engagement Solutions is a leading global provider of customized incentive and engagement solutions for consumer promotions, employee rewards and recognition, and indirect sales channels. We are a strategic partner with many of the world's leading brands and a thought leader that provides game-changing engagement solutions. Through our products, services and innovative technology, we inspire actions that impact results. For more information, please visit: bhengagement.com .
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Source: Company press release.
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