CINCINNATI – Loyalty remains a strategic priority for retailers, but traditional approaches are no longer enough. That is according to the findings of ‘How to Keep Hold of Your Customers,’ a new global study released today by dunnhumby, the worldwide leader of AI and customer data science.
Drawing on insights from senior retail leaders across North America and Europe, in-depth interviews with Ashwin Prasad (Tesco UK CEO), Bryan Roberts (IGD) and Marek Świderski (Synerise), as well as insights from thousands of grocery shoppers, ‘How to Keep Hold of Your Customers’ points to an industry in flux. As shoppers demand relevance and recognition, retailers are rethinking the very foundations of loyalty, what it means today, and how their programs must evolve to meet expectations in the years ahead.
Some of the study’s key findings include:
- Customer retention remains the top concern. For many retailers, price sensitivity and limited insight into “less loyal” shoppers are seen as some of the most significant issues.
- Traditional approaches are losing effectiveness. Faced with the prospect of budget cuts, retailers would likely cut generic rebates and coupons, opting to protect their personalization efforts instead.
- Shoppers agree that loyalty needs to evolve. Basic discounts are no longer enough. Today’s shoppers are seeking exclusive offers and rewards that align with their individual needs and values. Relevance is non-negotiable.
- Effective loyalty program drive business performance. Retailers that excel enjoy a deeper emotional connection with customers, see stronger commercial performance, and tend to boast a higher CAGR than their competitors.
- Retailers are looking beyond grocery for inspiration. Beauty and lifestyle brands are often cited as sources of innovation inspiration.
Three strategic priorities for retailers
In addition to exploring current approaches to loyalty, ‘How to Keep Hold of Your Customers’ also identifies three future focal points for retailers. From tackling the threat of loyalty program homogenization to developing the capabilities required for meaningful personalization, the study contains a wealth of advice for those looking to position themselves effectively for the next phase of loyalty and personalization.
Ben Snowman, Global Head of Loyalty and Personalization, dunnhumby, says: “Loyalty isn’t broken, but it does need to change. Shoppers now expect more than ever in terms of relevance and personalization, and that requires retailers to ask some difficult questions about their own approach. As technology makes it easier for retailers to deliver true 1:1 personalization, they’ll need to work smarter than ever to stand out.”
The report includes perspectives on loyalty and personalization from a range of industry names, including Ashwin Prasad, UK CEO, Tesco, who says: “Loyalty is about all the little things, every single day, every interaction and showing customers that we’re listening, we care, and we’re reliable. At Tesco we bring loyalty back to what really matters: serving customers better. Loyalty and personalization aren’t abstract — they’re about earning respect by being useful, relevant, and fair.”
Retailers can download the report today to benchmark their loyalty strategy and access practical guidance: https://www.dunnhumby.com/resources/reports/loyalty-personalisation/en/customer-loyalty-personalisation-strategies/
