Three trends shaping the future of shopper loyalty

A woman holding a point of sale machine and being handed a credit card

Food retailers strive to build a large and loyal customer base, but what exactly is loyalty and where is it headed?

Grocery retailers that consider shopper loyalty in every phase of the customer journey are best placed to survive and thrive in a sector populated by such competitors as Amazon and Ocado.

But what exactly is ‘loyalty’? And what actions can retailers take to improve loyalty in their customers?

These questions led Precima to take a fresh look at the topic of loyalty in our Preparing for the Future of Grocery Shopping survey of 3,000 consumers and 200 food retailers.

  1. Divided loyalty is the new normal
  2. It’s not just about the deal
  3. Loyalty has a different meaning to younger demographics

In the future, loyalty will not be evenly distributed

For most shoppers, loyalty matters not just with respect to their primary food store, but very likely to the second or even third retailers they visit.

What is wrong with the value proposition of the primary food store, such that shoppers feel they must visit other retailers to have their needs met?

Maintaining a loyal shopper base remains the most effective way to compete and grow. Loyalty has to be earned, consistently.