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44% of Brands Want to Set the Rules for Checkout Rewards

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44% of Brands Want to Set the Rules for Checkout Rewards

Every brand in a PYMNTS Intelligence survey could see a reason to fund rewards at the register, and the largest share wanted a say in which items earned shoppers a discount.

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That’s one finding from “The Smart Checkout Opportunity: Why Brands Are Ready to Fund a Smarter Checkout Ecosystem,” a PYMNTS Intelligence report produced in collaboration with FIS. The March survey of 63 consumer packaged goods brands and manufacturers found that 95% were very or extremely interested in a system that could match an offer to the items in a shopper’s basket. Think of it as a coupon that finds the right product at the register. For the brand paying for the discount, the appeal depends in part on who sets the terms and how the brand can tell whether the offer brought in additional sales.

Retailers already have some experience to draw on. About half of brands surveyed (49%) had run a checkout promotion in the previous 12 months. Looking ahead, 86% said they’d adopt a smarter checkout system if one were available today. For a retailer approaching a brand about its next in-store offer, the survey suggests a concrete opening for that conversation: agree on which items qualify and how both sides will measure the sales the reward brings in.



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