Shoppers rate loyalty schemes and personalised offers as more valuable than AI in grocery retail. Tangible benefits like discounts and tailored rewards matter more than invisible technology. While AI can support personalisation, loyalty programmes win when they deliver clear, immediate value that helps customers save money and feel recognised.
New research commissioned by The Grocer and Retail Week shows UK grocery shoppers place far more value on loyalty programmes and personalised offers than on cutting-edge technologies such as AI — a critical insight for loyalty and customer retention strategies.
1. Loyalty Still Reigns Supreme
Shoppers ranked loyalty schemes and personalised offers above artificial intelligence when asked which supermarket technologies they value most. This suggests that everyday usefulness outweighs tech buzz for the average grocery customer.
2. Personalisation Drives Perceived Value
What sets loyalty programmes apart isn’t just the ability to earn points — it’s personalised offers tailored to individual shopping behaviour. These kinds of benefits are seen as immediately valuable in helping shoppers save money, compared with more abstract promises from AI tools.
3. AI Isn’t Rejected — Just Not Top of Mind
Despite heavy investment in AI across retail, many shoppers feel “meh” about AI’s role in grocery shoppingcompared with direct savings and rewards from loyalty discounts. AI personalization might be behind the scenes, but it’s the loyalty experience itself that gains visibility.
4. Loyalty Program Strength Is a Competitive Advantage
With price sensitivity still high in the UK grocery market, discounts and rewards are a proven way to attract and retain shoppers. Loyalty schemes have repeatedly shown commercial impact — for example, supermarket loyalty programmes boosting customer engagement and store performance.
5. Loyalty Offers Influence Shopping Behaviour
Retail technology that directly cuts customers’ bills or enhances savings resonates far more than futuristic tech that doesn’t deliver visible financial benefit at point of purchase. The research suggests shoppers want tangible, immediate value.
6. Strategy Implications for Retailers
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Prioritise loyalty ROI: Invest in richer loyalty benefits (discounts, exclusive offers, tailored rewards).
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Leverage data smartly: Use customer data (including AI-driven insights) to refine personalisation, but make the outcomes visible and rewarding.
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Communicate benefits clearly: Shoppers must understand and feel the value they receive. Tech that’s invisible or hard to quantify will struggle to build emotional loyalty.
The latest findings underscore a simple truth: shoppers care more about saving money and receiving relevant rewards than about futuristic technologies for their own sake. Loyalty programmes remain one of the most effective tools supermarkets have to build repeat business — especially when they deliver personalised, immediate value at checkout.
