Retail Times recently asked us: Is traditional grocery loyalty officially dead?

Our latest research reveals a massive shift in how people shop. Shoppers are moving away from long-term points in favour of instant digital rewards. If you want to understand why Gen Z is ditching their favourite supermarkets and how gamification is becoming the secret weapon for brands in 2026 then this is a must-read.

Grocery shopping has entered a fully ‘gamified’ era, according to new research from marketing technology company savi, with instant money-off rewards now exerting more influence on in-store purchasing decisions than traditional loyalty points or cashback.

The study of 8,000 adults across the UK and Europe found that shoppers are highly responsive to smartphone-delivered experiences such as ‘spin-to-win’ and ‘unlockable’ rewards. Almost nine in ten (87%) of consumers say they are more likely to enter a prize draw or play an online game when they are guaranteed a special offer or free item. In the UK, this rises to 90% of shoppers aged 25-44 years old.

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