Winning the uncommitted shopper
Most shoppers don’t stick to one brand. They decide where to shop based on price, timing, and convenience. This report shows what’s behind uncommitted customers’ choices and how you can influence them to come back more often.
Download the report
Winning the uncommitted shopper
Most shoppers don’t stick to one brand. They decide where to shop based on price, timing, and convenience. This report shows what’s behind uncommitted customers’ choices and how you can influence them to come back more often.
Get your copy of the report
Uncommitted shoppers are the majority.
Loyal customers still matter, but they’re no longer the norm. Across categories, shoppers shop around more often than they used to. That shift puts uncommitted customers at the center of retail growth, with each visit representing a chance to influence where they go next.
80%
of today’s retail customers are uncommitted, shopping across brands and formats.
31-51%
of all customers shopping in a given month won’t be back that year.
84%+
more annual revenue can come from earning just one extra monthly visit from uncommitted shoppers.
Key takeaways
- Why uncommitted customers now make up the majority of retail traffic
- Where retention drops first — and why early visits matter
- What earning just one more visit could mean for revenue growth
- The limits of loyalty programs in closing retention gaps
- What tips the scale when shoppers are choosing where to shop next
Get your copy of the report
Download the report
Winning the uncommitted shopper
Most shoppers don’t stick to one brand. They decide where to shop based on price, timing, and convenience. This report shows what’s behind uncommitted customers’ choices and how you can influence them to come back more often.
Uncommitted shoppers are the majority.
Loyal customers still matter, but they’re no longer the norm. Across categories, shoppers shop around more often than they used to. That shift puts uncommitted customers at the center of retail growth, with each visit representing a chance to influence where they go next.
80%
of today’s retail customers are uncommitted, shopping across brands and formats.
31-51%
of all customers shopping in a given month won’t be back that year.
84%+
more annual revenue can come from earning just one extra monthly visit from uncommitted shoppers.
Uncommitted shoppers are the majority.
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
31-51%
of all customers shopping in a given month won’t be back that year.
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.
Get your copy of the report
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