Survey: Consumers want these two features from grocery loyalty programs
American consumers crave gamification and personalization from their grocers’ loyalty programs, according to a new survey.
Grocery loyalty program creator Lobyco found that more than half (55%) of respondents in its inaugural 2024 Grocery Pulse survey described gamification as “very” or “extremely” important to loyalty programs. A vast majority (84%) of respondents said that gamification is a key feature of loyalty programs. When they win these games, more than half (59%) will visit a retail location to redeem rewards.
Despite its popularity among consumers, gamification appears to be under-utilized in grocery loyalty programs. Only 6% of consumers have actually played a scratch-to-win or spin-to-win game.
The overwhelming majority (93%) of survey respondents described personalization as “important,” with nearly half (42%) of consumers drawn to certain products after receiving personalized offers. Lobyco found that personalization also encourages spending, as 39% are inclined to make more frequent purchases after receiving personalized offers, including 44% of millennials and 46% of Gen Z.
[READ MORE: Here’s what consumers want from online grocers]
Most (54%) shoppers say that inflation hasn’t changed the number of loyalty programs they use, and 21% now have fewer loyalty memberships.
“The survey results illustrate numerous opportunities for U.S. grocers,” said Jan Madsen, CEO at Lobyco. “Consumers love engaging with their local grocery stores and are eager for more. Grocers should continue to offer personalization wherever possible, especially personalized offers on shoppers’ favorite products. Gamification is also a must. It drives shoppers in-store, encourages spending and nurtures loyalty.”
When respondents were asked to list their top checkout options, an equal share (38%) ranked traditional checkout and self-checkout as their top choice. older generations like boomers (56%) and Gen X (41%) prefer traditional checkout, while millennials (42%) and Gen Z (45%) prefer the convenience of self-checkout.
As for shoppers’ second-best checkout option, self-checkout (36%) is more popular than traditional cashiers (25%), which Lobyco says may signal a preference shift toward automated, self-serve experiences.
When it comes to AI technology’s use in the world of grocery, 70% of respondents found it interesting and 41% found it "very” or “extremely” interesting. Nearly half (49%) of boomers and 66% of Gen X were at least “somewhat” interested.
Consumers were also intrigued by AI-generated shopping lists based on meal planning. Overall, 44% were interested, including 31% of boomers, 41% of Gen X, 52% of millennials and 51% of Gen Z.
“Today’s grocery technology drives efficiency, engagement and loyalty,” added Madsen. “Customers love when their neighborhood grocer can anticipate needs and make their lives easier. But technology isn’t a replacement for personal touch. Grocers should delight their customers by making them feel valued as individuals.”
Lobyco surveyed 2,168 U.S. shoppers for its 2024 Grocery Pulse report.
