Understanding the Forces Behind Loyal Shoppers

Loyal customers are one of the most valuable assets a business can have. Over time, they not only spend more overall but also purchase more often and spend more per transaction compared to new customers. Their trust in the brand makes them more willing to try new products and less likely to switch to competitors, even when prices rise.

With that being said, loyalty is never guaranteed. Even your most faithful customers can be tempted away by new deals, better service, or fresh competition. The good news? With retail shopper loyalty analytics through solutions like Liquid Data Engage™, you can spot when a customer’s connection to your brand is slipping, understand what’s causing them to leave, and step in early to keep them loyal.

This post is the fifth in a series of eight shopper profiles.

Today’s focus:

Loyal Lisa: the kind of shopper who has been visiting your store for years, knows the staff by name, but might be quietly browsing a competitor’s site for her next big purchase.

What Drives Shoppers Like Lisa?

Lisa values consistency, quality, and a sense of connection with her favorite retailers above everything else. She has built trust over time with her favorite brands and rewards them with repeat purchases. However, even Lisa can drift away if she feels overlooked or spots a more appealing offer elsewhere.

Lisa is motivated by:

• Relationship and a sense of trust: She chooses stores that make her feel valued and understood.

• Familiarity and convenience: Lisa prefers a seamless experience, from knowing where products are in-store to recognizing familiar layouts online.

• Perceived value: She expects fair pricing and appreciates loyalty perks that feel personal.

• Recognition: A simple “thank you” or personalized offer can make her feel special.

• Consistency: She returns to retailers who consistently deliver on quality and service.

How Can Retailers Keep Loyal Lisa Engaged?

Winning Lisa’s loyalty is the first step, but keeping it is the part that requires continuous attention. Data-driven loyalty segmentation tools, customer lifetime value insights, and personalized loyalty marketing ensure that Lisa stays connected and committed to your brand.

1. Track Loyalty Shopping Data Over Time

A customer’s loyalty can fade slowly and without anyone noticing. By tracking repeat shopper behavior, retailers can see when loyal customers like Lisa start visiting less often or spending less.

Example: Liquid Data Engage uses retail shopper loyalty analytics to identify changes in purchase frequency or basket size. If Lisa’s visits drop from weekly to monthly, the system flags her as a customer at risk of being lost. This allows you to send a targeted offer, personalized message, or invitation to an exclusive event before she slips away.

2. Identify and Win Back Loyal Shoppers

Some shoppers leave without saying goodbye. The key is understanding the reasons why they left and how you can bring them back.

Strategy: Use loyalty segmentation tools to track when repeat customers stop engaging and analyze the root cause, whether it’s pricing, stock availability, or service issues. For example, imagine you discover that Lisa switched to a competitor for a specific ketchup brand you ran out of. Armed with that insight, you can restock, reach out with a personalized “Back in Stock!” email, and offer a loyalty perk such as an exclusive discount or free shipping to encourage her return.

3. Personalize Loyalty Rewards to Increase Retention

Loyal Lisa values brands that value her back. According to a recent 2025 Loyalty Report, when a program feels relevant, Lisa rewards that effort: 85% of shoppers like her say loyalty programs make them more likely to keep doing business with a brand, and 74% will even adjust their spending to maximize rewards. Personalized offers, exclusive perks, and timely recognition turn Lisa into more than a repeat customer. They transform her into a brand advocate who proudly recommends the brands that get loyalty right.

Identify Your Loyal Lisa Shoppers and Keep Them Coming Back

Even if Lisa already loves your store, your biggest fans can drift away if they feel overlooked. With the right mix of loyalty analytics, shopper behavior insights, and personalized engagement, you can anticipate their needs, rekindle their excitement, and turn repeat buyers into lifelong brand advocates. Circana’s Liquid Data Engage gives you the segmentation tools, customer lifetime value intelligence, and targeted strategies to protect and grow your most valuable relationships. Keep your Loyal Lisas feeling seen, valued, and eager to come back.