Retailers know who is scanning and spending. But they don’t know how long that behavior will last, or how easily it could disappear.

Shoppers are signing up in record numbers. They are subscribing and collecting points, yet dividing their ‘loyalty’ across more retailers and channels. Participation is high, but emotional attachment is thin.

Holding a card is not the same as feeling loyal – and in a competitive market, that difference matters.

The TCC Loyalty Monitor was created to bridge the gap between what shoppers do and how they feel. Developed in partnership with GWI, it goes beyond shopper actions to uncover how strongly loyalty is truly felt across markets and cultures. 

That is the challenge we set out to address through the TCC Loyalty Monitor, a landmark global study designed to provide the first comparable view of how shoppers feel about loyalty, and how those feelings differ around the world. It examines loyalty through a more human lens, exploring how social change, cultural norms and evolving shopping behaviors are reshaping what it means to earn customer commitment.

Why loyalty needs rethinking

Retailers today face a paradox. Shoppers are more likely to join loyalty schemes, yet increasingly willing to switch. 

Switching is frictionless and promotions are relentless. So discount-based approaches aren’t building loyalty, they’re circulating it. 

Against this backdrop, the TCC Loyalty Monitor helps retailers understand not just what is happening in their own market, but how their performance compares internationally, and where different approaches to loyalty are delivering stronger results.

Introducing the TCC Loyalty Rating

At the heart of TCC Loyalty Monitor sits the Loyalty Rating: a single index reflecting how loyal shoppers feel towards their primary grocery retailer across global markets.

Rather than asking whether shoppers hold a card or use an app, the Rating measures emotional commitment. It benchmarks shopper sentiment against a global average, allowing markets to be compared with clarity and confidence.

France tops the global ranking with a score of 43, followed by Germany (27) and Spain (23.8). 

At the other end of the spectrum sit Taiwan (-32), Australia (-11.4) and the UK (-5), markets where shoppers report significantly weaker attachment to their primary grocery retailer.

These are not marginal differences. The 75-point gap shows that in some markets loyalty is deeply embedded, while in others it is highly fragile. 

Higher-performing markets tend to prioritize recognition, rewards and shopper experience. Lower-performing markets rely more heavily on discounts, member pricing and short-term savings.

The implication is clear. When loyalty becomes synonymous with lower prices, sentiment weakens. When it is built around quality, trust and rewards that extend meaningfully beyond price, it strengthens.

From measurement to momentum

In a world where barriers to switching are low and price alone is no longer a sustainable differentiator, the retailers that win will be those that move beyond transactions and invest in relationships.

The TCC Loyalty Monitor is more than a report. It gives retailers a clearer view of how strong loyalty remains when tested. In a changing market, assuming loyalty is no longer a strategy. Measuring it is.

Unlock the global report today