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SMBs that use Loyalty Programs – LCM Wave 19


BIA/Kelsey’s Local Commerce Monitor™ (LCM) Wave 19 – SMBs that use Loyalty Programs report examines SMBs that use Loyalty Programs. SMBs’ loyalty programs tend to track customer behavior and incent and reward frequent shopping. SMBs that use Loyalty Programs are heavy users of social and digital media. This report includes a profile of SMBs that use Loyalty Programs, their ad spending habits and future marketing plans. Report includes 22 slides of charts and data, as well as five pages of commentary.


LCM tracks more than 50 different media platforms, which fall into these 10 top-level groups:

  • Online (e.g., search, display ads, blogs)
  • Traditional (e.g., direct mail, newspapers)
  • Local coupons (print and online)
  • Broadcast
  • Giveaway items
  • Video (e.g., website videos, YouTube)
  • Mobile (e.g., search, SMS, display)
  • Social (e.g., Facebook, Twitter, Pinterest, Instagram, promoted tweet)
  • Local directories (print and online)
  • Community sponsorships


Consisting of 22 slides of charts and data, as well as five pages of commentary, BIA/Kelsey’s Local Commerce Monitor (LCM) Wave 19 – SMBs that use Loyalty Programs covers the following areas and more:

  • Spend and use of media including social and digital
  • Future ad spend
  • Spend on updating digital properties
  • Ad-related services used
  • DIY vs. managed services for digital advertising
  • Use of advertising agencies
  • 12-month marketing priorities

Who Should Read This Report?

  • Executives in charge of marketing and/or product development targeted to SMBs
  • Senior leaders evaluating opportunities in the SMB marketplace
  • Any executive with a role in selling digital media products
  • Anyone focused on the trends and direction of SMBs that offer loyalty programs
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