Retail, supermarkets and pharmacies are the three most popular store category loyalty programs across all ages. And while millennials and Gen Zers are among those who participate most in retail memberships, they are still less likely to be members at supermarkets and pharmacies. Interest in supermarket loyalty programs correlates with age, with younger demographics being least interested.
It's needed for things that you absolutely must have—and the two categories that come up the most often are pharmacy and grocery. Most US consumers don't know what they're going to eat for dinner tonight; same-day matters in those scenarios.