Influencers Drive Consumer Traffic to Discount Clubs and Retail Giants, Finds IZEA Survey

As digital marketing continues to evolve and consumer behavior is increasingly swayed by social media personalities, influencer marketing has become a critical strategy for brands aiming to expand their reach. Recent research by IZEA Worldwide (NASDAQ: IZEA) sheds light on the powerful impact that influencers have on purchasing decisions at discount clubs and major retailers, driving sales in brick-and-mortar stores such as Costco (NASDAQ: COST), Sam’s Club (NYSE: WMT), and BJ’s (NYSE: BJ).

Based on a survey of over 1,100 U.S.-based consumers, the report reveals that 68% of respondents have an active membership at a discount club store. Notably, 81% of influencers have an active membership, with 93% of these influencers having recommended a product they purchased inside a store to someone else. This data underscores that influencers not only promote these clubs to drive consumer interest but also actively participate in these clubs themselves.

IZEA’s report highlights the effectiveness of influencers in driving purchasing decisions. Among the respondents, 58% said they had purchased a product after seeing it being used by an influencer. By discount club, 74% of BJ’s members made an influencer-driven purchase, compared to 68% of Sam’s Club shoppers and 66% of Costco shoppers.

Influencer posts were shown to have the greatest impact on product consideration compared to other forms of marketing, especially among the 18-29 age group, with 39% of this demographic stating that influencer posts are most likely to persuade them to try a product. Short video content emerged as the most influential medium, with 41% of respondents in the 18-29 age group saying it is the type of content most likely to drive them to a store to make a purchase.

Another key finding was that discount club members are likely to search on social media before making a purchase. Specifically, 41% of BJ’s club members indicated they do this, with YouTube being the top platform used for product research.

“Our latest report provides fascinating insights into the intersection of influencer marketing and discount club memberships,” said Ted Murphy, IZEA CEO and founder. “When it comes to shopping at brick-and-mortar locations, influencers are significantly more likely to drive purchases at discount clubs among club members. This is especially true for Costco members, who are 2.3 times more likely to make their influencer-inspired purchases at the store versus Target or Walmart.”

These findings highlight significant opportunities for companies to partner with influencers to boost sales through discount clubs. As a trailblazer in the influencer marketing space, IZEA offers a suite of tools and services designed to facilitate these partnerships and maximize their effectiveness.

IZEA’s award-winning, next-gen influencer marketing platform, IZEA Flex, connects creators with brands to facilitate collaborations. Brands can also utilize the platform to track and measure campaign performance with detailed analytics. Additionally, IZEA offers a suite of AI tools called FormAI, which brands and creators can use to create high-quality content.

IZEA’s recent research underscores the growth potential of influencer marketing. As a leader in the space, IZEA appears well-positioned to continue helping brands leverage this increasingly relevant form of digital marketing.

To read the full report and learn more about IZEA’s services, visit the company’s website.