Nearly half (45%) of consumers have recently installed a retailer or brand app, and one in four signed up for newsletters in exchange for discounts, according to the EY Future Consumer Index. Consumers are primarily motivated by promotions and lower prices: 51% installed apps to access user-exclusive discounts, 63% expect free delivery as part of loyalty programs, and 62% are willing to share personal data for personalized offers from brands.
The Rise of Retail Apps: Convenience and Savings
The transformation of commerce allows consumers to access products through various channels anytime—and they are increasingly taking advantage of this. Nearly half (45%) of respondents installed a retailer or brand app on their smartphones in the past six months, primarily for financial benefits and convenience. Over half (51%) did so for discounts, 43% were drawn by exclusive offers, 46% installed apps due to frequent shopping at a specific store, and 35% found shopping via apps more convenient than using browsers. Additionally, one in four shoppers (25%) subscribed to newsletters in exchange for discounts or vouchers.
Retail apps provide brands and retailers with direct access to customers, making them a valuable investment for loyalty programs and personalized communication. “For most Polish consumers, price remains a key factor in purchasing decisions, and app-exclusive discounts serve as a natural magnet for shoppers,” said Rafał Reif, Partner at EY Poland and Consumer Products and Retail Sector Leader. However, maintaining engagement through apps is costly, requiring continuous improvements to the shopping experience, attractive offers, innovative customer engagement strategies, and advanced analytics to measure the effectiveness of changes.
Loyalty Comes at a Price: What Consumers Want from Loyalty Programs
Loyalty programs have proven to be one of the most effective ways to retain consumers, functioning seamlessly across offline and online channels via mobile apps. The EY Future Consumer Index reveals that 27% of respondents joined a loyalty program in the past six months and provides insights into what they expect in return. Free delivery tops the list (63%), followed by lower in-store prices on selected products (61%) and the ability to collect points for purchases (52%).
As with mobile apps, Polish consumers are primarily driven by financial incentives. Nearly half (47%) used coupons, vouchers, or discount codes in the past six months. Free delivery, alongside lower prices, emerged as the most popular benefit, indicating that many consumers leverage loyalty programs for online shopping. This highlights an opportunity for retailers to offer additional perks to e-shoppers, according to Grzegorz Przytuła, Partner at EY-Parthenon and Consumer Products and Retail Sector Expert.
Personalization is Key: The Demand for Tailored Offers
While concerns about cybersecurity are rising, consumers are increasingly willing to share data in exchange for benefits. Among respondents, 55% fear data breaches (up from 46% in 2023), and 58% worry about downloading malware (up from 43% last year). Specific to retail apps, 57% expressed concerns about companies selling personal data, 50% cited tracking activities as a threat, and 47% were wary of unwanted calls, texts, and emails.
Despite these concerns, there is growing interest in sharing anonymized or personal data for specific perks. Personalized offers and promotions (62%) were the most desired benefit, followed by tailored recommendations for cheaper alternatives (59%), personalized online support (59%), and healthier product recommendations (56%).
“Personalization is now a critical aspect for retailers and brands across all surveyed categories. Discounts and access to cheaper alternatives remain the primary drivers for Polish consumers when selecting products,” said Rafał Reif. “However, personalization also entails a responsibility for brands to manage consumer data securely—a significant concern for Polish consumers, who exhibit higher levels of anxiety about cybersecurity than respondents in other countries.”
About the Study
The EY Future Consumer Index tracks shifting consumer sentiments and behaviors across various timeframes and global markets, identifying emerging consumer segments. The 14th edition of the study was conducted from March 29 to April 10, 2024, with 23,016 participants from the Americas, Europe, Asia, Africa, Australia, and Oceania. The Polish edition took place from May 8 to June 7, 2024, with 1,000 respondents aged 18–65.
Source: Manager Plus
