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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.

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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.

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.