Discounts, Rewards & Information is defined as relevancy and ease of redeeming discounts and coupons, rewards for shopping, and providing relevant Information. Like Speed, which shot up from least to most important in the Covid Era, this pillar also became much more associated with success in 2020 than in previous years – sitting behind Speed and alongside Digital.
Out of all the pillars, the increased importance of Discounts, Rewards & Information seems to be truly a Covid Era phenomenon. While Discounts, Rewards & Information was associated with some success in 2020, long-term, the more a retailer leans on Discounts, Rewards & Information instead of improving base price, the poorer positioned they tend to be for financial success. Two factors seem responsible for the increase in importance of Discounts, Rewards & Information during Covid: perceptions of higher food prices and supply chain disruptions. Customers are not only noticing a rise in the cost of food but also that deals and discounts are less frequent than they were before Covid, creating a sort of double whammy for price conscious customers. They are also noticing that when deals are available, customers swarm the items and leave empty shelves. It's about quality offers and promotions rather than quality. So, retailers who did offer accessible, easy-to-use discounts and rewards earned repeat visits from grateful customers, and tended to have more momentum in 2020.
Fareway made a notable jump on Discounts, Rewards & Information during Covid. While this helped the retailer's strong momentum score, Fareway also happens to rank first in the market in the all-important Speed pillar for the Covid Era and is above average in Operations.