Shoppers have no shortage of loyalty cards, points, perks, and promises. What they lack is attachment to the brands doling them out.

On average, consumers belong to 17.4 loyalty programs, up 60% over the past decade, according to Upside research cited by EMARKETER. However, they actively participate in just 8.4, an increase of only 8% over the same period.

One of the culprits behind that disconnect is because brands have made the process of signing up for their programs quick and painless. But convincing customers that the membership is worth maintaining is proving to be the more difficult task.

67.3% of consumers say brands prioritize enticing new customers over rewarding existing ones, according to GetResponse’s 2026 Customer Loyalty Report. Meanwhile, 69% of brands split their budgets evenly between acquisition and retention. The problem may not be how much brands spend on loyalty, but whether customers feel that they’re getting much out of it.

A signup isn’t a relationship

Membership figures can flatter a loyalty program that does little to keep shoppers engaged.

In Braze’s 2026 Loyalty Gap report, 42% of US consumers said their favorite brands wouldn’t notice if they stopped engaging. Only 21% expected the brand to notice their departure and try to win them back.

Matt Kreisher, senior content marketing manager at Braze, discussed the findings, from a survey of 5,000 US adults, during a recent EMARKETER Tech Talk webinar.

Kreisher cautioned against mistaking enrollment for engagement. A member who rarely redeems rewards, ignores offers, or takes their business elsewhere can still look like a loyal customer in the brand’s database.

Brands should stop treating enrollment as proof of success and examine what happens next: whether customers buy again, redeem their benefits, and keep choosing the retailer when competitors come calling.

Are brands rewarding purchases they already had?

Loyalty programs are designed to encourage repeat business. But paying customers to buy something they were already planning to purchase can become an expensive habit.

85% of consumers say loyalty programs help them get more value from purchases they already planned, according to November 2026 research from the Retail Industry Leaders Association and Circana.

That’s good news for shoppers but a trickier calculation for marketers.

A discount can win an extra sale and keep a customer from choosing a competitor. Brands must determine whether they’re driving incremental spending, protecting an existing relationship, or simply sacrificing margin.

The answer differs by customer.

During the Braze webinar, Kreisher described how a new shopper might need a 25% discount to make an initial purchase, while someone who has bought from the brand for years may need a smaller incentive. That doesn’t mean regular customers should always receive less generous offers. A longtime shopper considering switching brands may need more convincing than a newcomer who’s already decided to buy.

The challenge is identifying which customers need an incentive and what that incentive should accomplish.

Give customers something worth coming back for

Discounts can encourage another purchase, but they can’t compensate for a disappointing experience.

GetResponse found that 34.36% of surveyed customers cited product quality as their primary reason for staying loyal, compared to 21.15% who selected discounts and promotions.

For retailers, that means loyalty can’t be left entirely to the team managing points and promotions. Product quality, customer service, convenience, and communication all influence whether shoppers return.

During the webinar, Kreisher described how one of his favorite clothing brands handles abandoned carts. Rather than simply reminding him about the jeans he left behind, the retailer asked whether he had any concerns about sizing or had other questions before purchasing. “It’s a conversation instead of a transaction, and that’s where we want personalization to go,” Kreisher said.

It’s a small gesture, but it’s one that gives customers an opportunity to explain what’s holding them back from buying instead of assuming another reminder will close the sale.

Braze’s report found that 21% of surveyed US consumers viewed abandoned cart reminders negatively, compared to 56% who responded positively to birthday or milestone discounts. The lesson isn’t to abandon cart reminders. It’s to make them more useful, whether that means addressing size concerns, answering product questions, or giving shoppers time to decide.

New customers need a reason to give a brand a chance. Existing customers need reasons to keep giving it their business. Both deserve attention that reflects what they need, rather than another automated nudge toward checkout.