What’s Shaping Your Loyalty Strategy? Loyalty: Opportunities and Risks (continued)
At the same time, many leaders express growing concern about declining brand loyalty and easier switching behavior among consumers.
What macro challenge is most likely to limit customer spending through 2026?
This tension highlights one of the defining realities of modern retail:
Inflation/economic pressure
35
Customers are more valuable than ever— but also easier to lose.
Reduced brand loyalty
40
Supply chain or product availability
44
As acquisition costs rise and competition intensifies, loyalty is increasingly becoming the primary driver of sustainable growth.
Promotional fatigue
17
Competition and price wars
14
0
10
20
30
40
50
Implication for leaders —
How concerned are you about declining loyalty or brand switching going into 2026?
F uture growth will depend on building loyalty ecosystems , not j ust loyalty programs .
T hese ecosystems combine :
Not concerned
8
•
Personali z ed offers
Slightly concerned
50
•
Exclusive experiences
Moderately concerned
36
•
Membership benefits
Very concerned
47
•
Seamless digital engagement
Extremely concerned
9
•
O ngoing customer value
0
10
20
30
40
50
T he brands that create stronger emotional and experiential connections will be best positioned to retain customers long term .
The Loyalty Growth Playbook
13
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