Frequent shoppers are not necessarily loyal By Marketing Charts Staff

A frequent customer is not always a loyal one. That a conclusion of a new study from Cardlytics based on a “whole-wallet” analysis of transaction records held by banks for nearly 70 percent of U.S. households. The research indicates that customers who frequently visit specific retailers tend to be heavy “category spenders”, meaning that they also frequently visit other retailers in the same channel. Instead, true loyalty is often the domain of “light customers” who make fewer trips to stores but typically shop at the same ones.