Kundenabwanderung durch komplizierte Einlösung und geringe wahrgenommene Vorteile

Definition

Research on Australasian retail loyalty shows that program membership is extremely high (around 97%), but influence on purchasing is uneven: about 70% of consumers say loyalty programs affect their purchasing decisions, while barriers such as insufficient reward value, slow point accumulation and inadequate savings reduce engagement.[2] Statista similarly notes that in 2025 about 90% of Australians were enrolled in at least one loyalty program, but only around half of members reported regular use.[4] In grocery, where loyalty is highest but consumers can easily switch between Coles, Woolworths and discounters, friction in earn and redemption directly drives basket migration. If half of enrolled members are inactive or lightly active and just 5–10% of those shift a portion of their grocery budget (e.g. AUD 10–20 per week) to a rival, the resulting churn equals roughly 1–2% of loyalty members’ total spend. For a chain with AUD 20b in grocery sales and, say, 60% of that meaningfully influenced by loyalty, a 1–2% churn represents AUD 120–240m in at‑risk revenue (logic estimate). Even recovering a fraction of this through process optimisation is highly material.

Why This Matters

The Pitch: Australian grocery retailers lose 1–2% of active member spend when friction in loyalty redemption pushes shoppers to rival supermarkets or discounters. Streamlining digital redemption, increasing transparency of savings and using AI for relevant offers can defend tens of millions of AUD in annual revenue.

Affected Stakeholders

Chief Customer Officer, Head of Loyalty, Digital Product Manager (Apps), Store Operations, CFO / Revenue Management

Related Business Risks