The Power of Personalised Loyalty

Loyalty. Connection. Engagement. Advocacy. However you measure it – and whatever industry you’re in – there’s a tangible financial benefit that comes from having a strong bond with your clientele.

According to some, for instance, loyal shoppers are worth 22 times their “non-loyal” equivalents [1]. Meanwhile it is widely believed that winning a new customer can cost around five times as much as simply retaining an existing one, though a factor of 25 from one study from as far back as 2014 is still often quoted [2].

Whichever way you cut it, it’s clear that loyalty has quantifiable commercial value.

Particularly now, loyalty is also hard to win and easy to lose. With inflation soaring and the cost of living rising, people around the world have had make difficult choices about where to cut back – including where to shop and what to buy.

Against this backdrop, and to learn what these circumstances might mean for the world of grocery retail, we carried out an in-depth review of current approaches to loyalty across 24 of our retailer customers covering EMEA, LATAM, North America and APAC.

From longstanding strategies, to the specific tactics being used to fend off the impact of inflation, we left no stone unturned in our quest to learn what defines a successful loyalty programme today.

To help us refine our understanding of the results, we also sought the expertise of two dunnhumby subject matter experts: Debora Franchim, Director of Personalisation and Customer Engagement, and Samantha Sergeant, Customer Engagement & Media Global Propositions Manager.

Join us as we discover how some of the world’s leading grocery retailers are dealing with an economic climate that has become a litmus test for loyalty.

1. Loyal customers are worth 22x more than average customers – Talk Retail, 2nd November 2021 2. The Value of Keeping the Right Customers – Harvard Business Review, 29th October 2014