New data: Uncommitted customers drive most of your revenue. Learn how to win them. Get the report
The 2025 Consumer Spend Report: What 10 billion transactions say about today’s shoppers. Get the insights
More visits, fewer cross-shoppers — this report shows retailers how to build habits that last with their customers. Winning the Uncommitted Customer is built upon 75+ million retail transactions and 10,000+ survey responses.
Change your customers’ habits, change your business. See why uncommitted customers are the key to sustained growth.
Building habits that last
think the economy is getting worse in 2025.
compare prices between locations on most trips.
say rewards matter, but only half use loyalty programs consistently.
More visits, fewer cross-shoppers — this report shows retailers how to build habits that last with their customers. Winning the Uncommitted Customer is built upon 75+ million retail transactions and 10,000+ survey responses.
Building habits that last
Uncommitted customers have always been around, but our research shows that around 80% of today’s customers are uncommitted.
The good news: small shifts in behavior can drive big returns. Earning just one additional monthly visit from uncommitted grocery customers could represent an annual revenue bump of 84%.
The chart to the right shows what happens to retention if customers don’t receive incentives. Without loyalty or a cash-back offer, 41% of your customers in a given month won’t return in the next year.
When we layer in customers who do receive incentives, you can see the impact. Loyalty & Upside each improve customer retention — but together, they are even more effective.
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.
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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.
For restaurant retailers, 42% of their customers in a given month will churn — even more so for new customers.
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.
The good news: small shifts in behavior can drive big returns. Earning just one additional monthly visit from uncommitted grocery customers could represent an annual revenue bump of 84%.
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.
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.
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