Loyalty membership doesn’t always spell loyal behavior

A survey of 1,900 consumers shows that most loyalty members shop around like any other customer. In this report, you’ll learn: 

  • Why shoppers join loyalty programs, and how many programs in each category they typically belong to.
  • The real impact loyalty programs have on consumer shopping decisions.
  • How engaged shoppers are with their loyalty programs, and how long it takes for the typical member to churn.


Learn more about the gap between loyalty membership and loyal behavior.

Loyalty membership doesn’t always spell loyal behavior

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Loyalty membership doesn’t always spell loyal behavior

Loyalty membership doesn’t always spell loyal behavior

A survey of 1,900 consumers shows that most loyalty members shop around like any other customer. In this report, you’ll learn: 

  • Why shoppers join loyalty programs, and how many programs in each category they typically belong to.
  • The real impact loyalty programs have on consumer shopping decisions.
  • How engaged shoppers are with their loyalty programs, and how long it takes for the typical member to churn.


Learn more about the gap between loyalty membership and loyal behavior.

Download report
Loyalty membership doesn’t always spell loyal behavior
Loyalty membership doesn’t always spell loyal behavior

Most loyalty members do not behave loyally

Today’s buyers are hungry for value, so retailers are right to invest in loyalty programs. But just because a customer belongs to a given program doesn’t mean they’ll actually behave loyally.

Half of active loyalty members consider their membership when deciding where to shop

That's good and bad — while half of members are influenced by loyalty, half are not.

Shoppers are joining more than one loyalty program in each category

Consumers love the benefits of loyalty programs, but it doesn't make them loyal to you alone.

The grocery category has the highest loyalty program penetration

74% of respondents belong to a grocery loyalty program. The next closest category is pharmacy, with 39% participating.

Most loyalty members do not behave loyally

Nearly 80% of today’s retail customers are uncommitted, shopping across brands and formats in order to maximize their own value. Long-term growth depends on understanding and influencing them — profitably. This new report shows you how.

Select your industry

Grocery
Restaurant
Fuel

Grocery

Most grocers’ retention buckets are leakier than they think.

For grocers, 31% of their customers in a given month will churn — even more so for new customers. Loyalty programming helps, but significant churn risks remain.

  • 31% of all customers shopping in a given month won't be back that year
  • 50% of new customers shopping in their first month won't be back that year
  • 14% of loyalty members shopping in a given month won't be back that year
Grocery Bars

Restaurant

Most restaurants’ retention buckets are leakier than they think.

For restaurant retailers, 42% of their customers in a given month will churn — even more so for new customers.

  • 42% of all customers shopping in a given month won't be back that year
  • 64% of new customers shopping in their first month won't be back that year
Restaurant Bars

Fuel

Most fuel retailers’ retention buckets are leakier than they think.

For fuel retailers, 51% of their customers in a given month will churn — even more so for new customers. Loyalty programming helps, but significant churn risks remain.

  • 51% of all customers shopping in a given month won't be back that year
  • 64% of new customers shopping in their first month won't be back that year
  • 20% of loyalty members shopping in a given month won't be back that year
Fuel Bars

Shoppers are joining more than one loyalty program in each category

Consumers love the benefits of loyalty programs, but it doesn't make them loyal to you alone.

New data reveals the key to higher retention rates.

Retained customers spend at higher levels than new customers

Source: Upside transaction data from 7.7 million customers at 335 grocery stores, 2,254 fuel stations, and 1,498 restaurants from March 2022 to February 2025.

Key takeaway

Customer retention is about building habits, visit by visit. Our research shows regular grocery customers are 46 percentage points more likely than new customers to stick around after a year — and that compounds over time.

Loyalty membership doesn’t always spell loyal behavior

Traditional loyalty isn’t enough on its own, because people aren’t loyal only to you.

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Traditional loyalty isn’t enough on its own, because people aren’t loyal only to you.

Dig into the data

Download our report on consumer loyalty membership for insights into what members say about loyalty programs and differences by category.