New research shows UK retailers are prioritising programmes consumers don’t value, such as competitive pricing and community building, while underinvesting in the values consumers say matter most when building loyalty.
UK retailers are at risk of investing in the wrong areas to build customer loyalty, with a significant gap emerging between what retailers plan to prioritise and what consumers actually value, according to new research* from ecommerce agency Quickfire Digital.
Drawing on independent surveys of both UK consumers and ecommerce retailers, the research found that almost all (96%) consumers are open to being loyal to a brand. Yet, despite the strong appetite for loyalty, what consumers say matters most in building it is not where retailers are prioritising investment.
When asked which retail experiences would encourage loyalty to a brand, the leading answer from almost half of consumers (47%) was fast and reliable delivery; a feature only 19% of retailers planned to prioritise this year.
Returns were also highlighted as another area of misalignment, with nearly a third of consumers (29%) saying free returns would help build loyalty, while only 9% of retailers plan to prioritise their returns engagement in the next 12 months.
Community building shows the biggest gap between the two groups; 14% of retailers say it is a priority, with just 1% of consumers saying it is important when it comes to building loyalty.
Meanwhile, retailers are putting more emphasis on competitive pricing, with 39% naming it as a priority, with other focuses being community building at 14% and personalisation at 8%. For consumers, good quality products (31%) and free returns rank ahead of loyalty or rewards programmes, which just 16% say help build loyalty.
The disconnect comes despite retailers having access to clear engagement opportunities elsewhere in the customer journey. Retailer research shows that website UX and email currently deliver the strongest engagement, suggesting there are established channels through which retailers can improve the customer experience and build longer-term relationships.
Martin Harper, Co-founder of Quickfire Digital, commented: “There’s a clear opportunity for retailers here, mainly because consumers aren’t actually rejecting the idea of loyalty; in fact, almost all are open to it. The question is what do retailers need to do to earn that loyalty?
“Our data clearly shows there’s still too much focus on the things retailers think will create loyalty, rather than the experiences consumers actually value. A rewards programme might give a customer a reason to come back, but if delivery is unreliable or returning an item is difficult, that relationship will be tested very quickly.
“Retailers don’t necessarily need to choose between long-term loyalty and a good customer experience. The basics are what create the conditions for loyalty in the first place – fast delivery, quality products and straightforward returns – none of which are particularly new ideas, but remain powerful because they directly affect how customers experience a brand.”
The findings form part of Quickfire Digital’s State of Ecommerce 2026 report published today – annual research that examines the latest priorities, challenges and expectations shaping the UK ecommerce sector. For more information visit www.quickfiredigital.com
