# Consumers Value Rewards but Few Actually Use Them Loyalty programs struggle to influence consumer behavior. - **Source:** [Marketing Dive](https://www.marketingdive.com) - **Published:** 2026-07-15 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/b81ec4a0-f0a8-40c3-8195-e5061d3e9fc2 ## High interest in loyalty programs but low usage 86% of consumers say loyalty rewards matter to them, but far fewer use them regularly. For example, only 59% regularly use grocery loyalty programs. ## Behavior of preference-first consumers According to Upside research, most consumers are 'preference-first' shoppers. This group shows both brand loyalty and price sensitivity, joining multiple loyalty programs. ## The challenge of loyalty programs Loyalty programs have become so numerous that it’s harder for any single program to stand out. A successful program must not only grow membership but also influence consumer behavior. ## Misaligned target audience EY research shows that loyalty programs often target the most frequent shoppers. However, this strategy overlooks the value of other consumers and misses potential customers. ## Personalization and instant rewards Successful loyalty programs aim to attract consumers by offering instant rewards. Personalized offers and small rewards increase consumer engagement with programs. ## The future of loyalty programs Loyalty programs should not only retain current customers but also build the future customer base. This is a critical strategy for long-term success. ## Sources covering this story - https://www.marketingdive.com/news/consumers-rewards-matter-many-arent-using/825292/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._