As digital marketing evolves and social media personalities increasingly sway consumer behavior, influencer marketing has become critical for brands aiming to expand their reach. Recent research by IZEA Worldwide (NASDAQ: IZEA) highlights the powerful impact influencers have on purchasing decisions at discount clubs and major retailers, driving sales in 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 also hold memberships, with 93% of them recommending products they purchased in these stores to others. This indicates that influencers not only promote these clubs but also actively participate in them.
IZEA’s report underscores the effectiveness of influencers in driving product purchases. Among respondents, 58% said they had purchased a product after seeing it used by an influencer. By store, 74% of BJ’s members made influencer-driven purchases, followed by 68% of Sam’s Club shoppers and 66% of Costco shoppers.
Influencer posts had the greatest impact on product consideration compared to other forms of marketing, particularly among the 18-29 age group, with 39% of this demographic saying 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 indicating it drives them to make purchases in-store. Additionally, 41% of BJ’s club members reported using social media for product research, with YouTube being the top platform.
“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.”
The 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.
The company’s award-winning, next-gen influencer marketing platform, IZEA Flex, connects creators with brands to facilitate collaborations and track 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.
