Why UK shoppers are abandoning retail loyalty schemes

A survey of 2,000 shoppers by HyperFinity highlights a deepening disconnect between brands and their customers. While 79% of participants desire personalised offers, 61% report that their current loyalty memberships leave them feeling like anonymous, regular shoppers rather than valued patrons. Irrelevant communications remain the primary irritant for 55% of consumers, followed by limited tangible savings and unfulfilled promises of early access to deals.

Despite the pushback, the desire for loyalty is not dead; it is simply evolving. Data shows that 44% of shoppers prioritize staying with brands that offer genuine value, even amid tightening household budgets. Thomas Hill, co-founder at HyperFinity, argues that retailers must move beyond treating customers as a monolith. With 69% of shoppers expressing comfort with AI-driven personalisation, the technology already exists to tailor rewards to individual preferences. The challenge for the industry is no longer data collection, but transforming that information into meaningful experiences that justify continued engagement.