Younger shoppers are the most likely to abandon a retailer over its loyalty scheme, despite feeling more loyal to retailers than they did three years ago, according to new research from HyperFinity, Bloomreach, and Eagle Eye.

The research, which surveyed 2,000 Brits who belong to loyalty programmes, found that 61% of under-35s feel more loyal to retailers than they did three years ago, yet 28% have stopped shopping with a retailer because of its loyalty programme. This is compared with just 10% of over-65s.

Thomas Hill, Co-founder at HyperFinity, says: “Younger shoppers may feel more loyal to retailers, but that loyalty cannot be taken for granted. A scheme that offers generic rewards or fails to deliver on its promises can quickly undermine that relationship. There is no one-size-fits-all approach to loyalty - retailers need to understand what individual customers value and make sure the benefits they offer are relevant, worthwhile and deliverable.”

That challenge extends to personalisation. Although shoppers may expect offers to reflect their interests, they do not necessarily see the technology behind them as a benefit in itself. The report found that 69% are comfortable with AI being used to deliver more relevant deals, but just 4.4% identified AI powered recommendations as a retail trend they most want to see.

“Personalisation is becoming an expectation rather than a reward in itself,” Hill adds. “Customers aren’t concerned about the technology behind an offer; they want offers that are relevant, useful and worth acting on. AI can help retailers deliver that, but only if it improves the customer experience.”

The research also highlights the importance of value. While 44% of shoppers say they would stay loyal to a retailer through rising household costs if the rewards were worthwhile, lower income households are more likely to prioritise switching to a cheaper retailer.

2026 RTIH Innovation Awards

Loyalty programmes will be a key focus area at the 2026 RTIH Innovation Awards.

The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2026 shortlists and finalists here.

We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.

Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London. 

The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.

Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.