Loyalty or reward schemes have never been more top of mind for grocery retailers. In an era of unparalleled choice and switching costs close to zero, many grocery retailers are ceding share to competitors. To stem these losses, retailers are seeking to retain existing customers and possibly win new ones via loyalty programmes. With retail media and monetisation at the top of the agenda, retailers are looking to drive loyalty scheme penetration and usage to lay the groundwork for influencing shopper behaviours the whole way through the path to purchase.