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Insight of the Day: Gaps happening between loyalty membership, consumer shopping behavior

"These survey findings indicate that today's loyalty offerings have become table stakes for customers, and retailers have an opportunity to do things differently to get more out of their existing investment," Alex Kinnier, Upside CEO and co-founder, said in the release.

The survey revealed more than half of consumers enrolled in a loyalty program base their shopping decisions — including where to shop, which items to purchase, and how much to buy — on those programs. Furthermore, nearly 40% of loyalty members indicated they would stop shopping at a specific location if the store terminated its loyalty program.

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