如何留住客户：忠诚度与个性化下一阶段战略规划

•Foreword- by Ben Snowman, Global Head ofLoyalty and Personalisation, dunnhumby•Executive Summary•The Loyalty & Personalisation Landscape- Howretailers and shoppers are thinking about loyaltytoday — and what they expect tomorrow.•Three questions retailers must ask- Strategicquestions to future-proof loyalty in the age of AI andevolving customer expectations•Expert perspectives•Ashwin Prasad, UK CEO,Tesco, on theevolution of Clubcard, and why loyalty is built— not bought•Marek Świderski, Head of Loyalty,Synerise, onthe power of AI, behavioural data, and real-timepersonalisation•Bryan Roberts, Retail Analyst,IGD, on the risk ofhomogenisation, and what retail can learn fromother sectors•Conclusion- Where loyalty is heading — and howto stay aheadContents © 2025 dunnhumby / All rights reserved | 2345111418 ByBen Snowman, Global Head of Loyalty and PersonalisationLoyalty has never been harder —or more important — to earnoyalty programmes aren’t working — not like they used to, at least.Here in the UK, for instance,four-fifths of shoppers say they’re a member of multiple grocery loyalty programmes. At the sametime, only half say that loyalty cards actually have an impact on where they choose to shop.Worse still, a similar number believe that loyalty programmes benefit retailers more than they docustomers1. Somewhere — somehow — something has become unstuck.Take a look around, and it’s not hard to see why. Shoppers expect more: more personalised experiences,more value, more recognition. Technology is reshaping what’s possible — and what’s expected. And despitea growing need to stand out, loyalty programmes instead risk becoming ever-more homogenised; the samecore product, wrapped up in different packaging.“True” loyalty, of course, is about so much more than just loyaltyprogrammes. It’s about the attitudinal, emotional, and behaviouralrelationship between a company and its customers — and loyaltyprogrammes only form one part of that equation. Nonetheless,when it comes to their current priorities, there’s one thing thatretailers are focused on above all else: the evolution of theirloyalty programmes.In a retailer-focused study from 2024, for instance, we learnedthat 90% of retailers are making active investments in theevolution of their loyalty programmes. They know —just as much as customers do — that somethingneeds to change2.It’s with that thought in mind that we createdthis report, one that’s as much about movingforward as it is about looking back. It capturesthe honest views of senior retail decision-makers across Europe and North Americaand combines them with customer viewson loyalty. It shows what’s working,and what’s not. And it’s designed tohelp you ask the right questions —and find the right answers —for your own business.Loyalty isn’t dead. But itis being reinvented.Let’s see how.1Half of Brits: loyalty schemes benefit supermarkets more thanshoppers – Grocery Gazette, 12th May 20252What keeps grocery retailers up at night? – dunnhumby, 2024L This report provides an in-depth look at retailer and shopper attitudes towards loyalty programmes.In a hurry? Here’s what you need to know:Executive SummaryThe retailer view•The key challenge?Retention. Price sensitivity is high, loyalty is low, and many retailers feel they’relacking the insight to understand their least loyal customers.•Operational pain points vary.From tech limitations and geographical coverage gaps to privacyconcerns and digital equity, there’s no single loyalty barrier — just a growing list.•Personalisation is top of the wishlist.If budget wasn’t an issue, most retailers would invest in moretailored, omnichannel, and even AI-driven experiences.•If forced to cut costs?They’d ringfence personalised rewards, and slash generic ones. Mass-markettactics are on their way out. Relevance and 1:1 engagement are in.•Inspiration is coming from outside grocery.Sephora, About You, and Starbucks were all cited asinspirations — highlighting retailers’ desire to break the mould.The customer view•Personalisation works.23% of shoppers made unplanned purchases thanks to personalised offers. Inthe UK and France, personalised offers outperform TV ads.•Loyalty is evolving.Shoppers now expect relevance, recognition, and a sense that their values arebeing reflected. Discounts alone don’t cut it.•The industry’s best are winning with loyalty.Loyalty leaders enjoy stronger growth, a deeperemotional connection, and better shopper satisfaction scores.•AI is the next frontier.Customers are already using AI to shop — and the opportunity for retailers totake loyalty to the next level with AI is clear.The three questions retailers need to ask•How will we stand out as AI and automation make 1:1 personalisation commonplace?•How do we structure our business to deliver on rising customer expectations around personalisation?•Are we designing loyalty around future customer expectations — or just following the pack?123 © 2025 dunnhumby / All rights reserved | 4 How are some of the