It’s always been fairly normal for shoppers to visit multiple banners or brands within certain retail categories. But what stands out today is that uncommitted customers now make up the majority of customers in America.

“There’s no loyalty in this industry at all,”  said Diamond Vinson, the SVP of operations for fuel wholesaler Majors Management. “It’s about convenience, it’s about price, it’s about what we can do to attract more customers.”  

Uncommitted customers prioritize the value they receive from a transaction over brand loyalty. These are hard customers for retailers to win, but as more and more shoppers adopt this behavior, winning them has become critical. 

To earn more trips and more spend from uncommitted customers, retailers across the grocery, restaurant, and fuel industries turn to Upside. Our digital marketplace helps them influence cross-shoppers to visit more often and ultimately stick around for the long term. 

Prabash Coswatte, the COO of Heritage Grocers Group, says that Upside helps his business earn more visits from both new and infrequent shoppers. On average, 86% of customers driven to a Heritage store due to Upside stay with the grocer long-term.

Vinson agrees — Upside helps increase his company’s throughput by generating personalized promotions that resonate with those hard-to-reach customers.

“Upside allows our dealers to attract more customers, bring more people to the lot that may not be their loyal fanbase,” Vinson said.

Want to learn more about uncommitted customers? Check out Upside’s annual Consumer Spend Report for insights based on more than a billion retail transactions.