New research from TCC Global suggests that grocery loyalty in the U.S. remains highly competitive and largely driven by discounts rather than meaningful brand relationships. According to TCC Global’s findings, loyalty remains fragile, with a large majority of consumers willing to switch retailers if they receive a better offer elsewhere, highlighting the challenge facing grocers as they attempt to build stronger, longer-lasting customer relationships in an increasingly crowded market.
The report also points to Generation Z as a critical audience shaping the future of grocery loyalty. Younger consumers are less influenced by traditional discounts and more interested in personalization, exclusivity, and experiences that reflect their identities and values
Adrienne Burns, Head of Marketing for North America, UK and Global Enablement at TCC Global, believes retailers need to move beyond purely transactional loyalty models and create more emotionally engaging experiences for shoppers. Instead of relying solely on discounts, retailers are finding success through campaigns that connect with customers’ lifestyles and values.
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