25 retailers.
We sized the impact of smarter loyalty strategies for retailers at NRF 2026. Download the report to see how much value was hiding in their data.
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Personalised loyalty is the single largest opportunity.
We built bespoke value cases for the retailers we met at NRF 2026, using proprietary AI models. Personalised loyalty consistently emerged as the highest value lever, typically contributing a 40-50% value opportunity.
Most loyalty programmes rely on blanket discounts, without taking customer behaviour and needs into account. The winning retailers are moving away from generic campaigns in favour of next best action.
Getting pricing right is critical to recovering margins.
Price optimisation emerged as the second highest lever, typically contributing 30-40% of the total gross margin opportunity. Retailers have relied on promotional intensity for so long, they’ve lost control over pricing and discounting.
Many retailers have trained their best customers to never pay full price. The winners are segmenting shoppers according to price sensitivity, and shifting loyalty benefits away from pure discounting.
Scale makes loyalty even more powerful.
The gap between small and large retailers is growing – and it’s all down to data. More customers and transactions improve predictive modelling, helping bigger retailers attract supplier funding then improve loyalty rewards.
The winners are treating customer loyalty as a tech problem: using best-in-class SaaS platforms to help them scale using advanced data science and AI.
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