How to turn loyalty members into super-users
A small group of super-users drives outsized value for your loyalty programs. This report shows how you can move more members into that high-impact tier.
Download the report
How to turn loyalty members into super-users
A small group of super-users drives outsized value for your loyalty programs. This report shows how you can move more members into that high-impact tier.
Dig into the data
Most loyalty members behave just like non-members.
Retailers have no shortage of loyalty members, yet only a fraction shop consistently. Enrollment alone doesn’t tell the whole story. The opportunity? Turning more of your members into frequent, high-value shoppers.
70%+
of loyalty members visit less than twice a month, or not at all.
50%
of members churn within 12 months of sign-up.
46%
of total transactions and revenue come from just 22% of loyalty members.
Key takeaways
- Why loyalty sign-ups don’t equal loyal behavior
- The gap between loyalty members and super-users
- How retailers close it and drive more value
- Why retention and frequency determine long-term success
- How Upside helps you get more out of your loyalty program
Dig into the data
Download the report
How to turn loyalty members into super-users
A small group of super-users drives outsized value for your loyalty programs. This report shows how you can move more members into that high-impact tier.
Most loyalty members behave just like non-members.
Retailers have no shortage of loyalty members, yet only a fraction shop consistently. Enrollment alone doesn’t tell the whole story. The opportunity? Turning more of your members into frequent, high-value shoppers.
70%+
of loyalty members visit less than twice a month, or not at all.
50%
of members churn within 12 months of sign-up.
46%
of total transactions and revenue come from just 22% of loyalty members.
Most loyalty members behave just like non-members.
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
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
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
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
50%
of members churn within 12 months of sign-up.
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.
Find out how to get more out of your loyalty program by creating more super users.
DownloadFind out how to get more out of your loyalty program by creating more super users.
Dig into the data
Download our report, with insights into how to turn more loyalty members into super-users.
