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The eight consumer engagement stats retail CMOs need to be analysing

RetailArticle

January 28, 2026

In 2026, the most valuable shifts in consumer behaviour aren’t the loudest ones, they’re the subtle changes in how customers decide who they return to, who they trust, and which brands justify ongoing spend.

Across our global retail clients, the truth that continues to surface is that growth is now driven by the quality of customer relationships, not the quantity of marketing activity.

The following eight data points reveal where value is accumulating – and where it’s quietly leaking – across the customer lifecycle.

1. A 5% increase in retention still drives 25–95% profit growth

Yes, that’s a big range, but the lesson is simple. Keeping customers happy is cheaper and more profitable than chasing new ones.

Retail brands that treat retention as a growth engine, not an afterthought will fare better, and small improvements in keeping customers engaged can massively impact the bottom line.

Dark blue background with bold orange text stating '5% increase in retention drives 31% growth.' Arrows connect '5% increase in retention' to '31% in growth

2. Returning customers spend 67% more over time

The first purchase is just the start of the story. If you can keep customers coming back, the revenue stacks up fast as they buy more, explore other categories, and accept premium offerings.

In 2026, the smartest retailers will be designing experiences and reward programmes that make repeat purchases feel worthwhile, not forced.

A graphic displaying "67% MORE" accompanied by a stack of coins in orange. The text says Customers will pay 16% more for personalised experiences.

3. Omnichannel shoppers are ~30% more valuable

Customers who move seamlessly between online, in-store, and app channels are more committed and profitable.

The commercial opportunity lies in creating a cohesive, connected journey across channels so that each interaction reinforces the next. When the brand feels “present” wherever customers shop, lifetime value increases, and loyalty grows too.

Graphic titled 'Omnichannel Pays Off' shows omnichannel shoppers are about 30% more valuable. Features icons of a phone, globe, and store

4.Personalisation continues to lift spend by 20–25%+

Consumers want to feel understood on a deeper level. Personalisation that anticipates needs, reflects preferences, and delivers meaningful value increases engagement, and therefore spend.

Retailers that move beyond surface-level segmentation to truly behaviour-driven, emotionally intelligent engagement see sustained commercial benefits.

Personalization drives spend: 20-25% increase with upward arrow graphic on navy blue background

5. 83% of consumers belong to between one and six loyalty programs

Loyalty is everywhere, but differentiation is rare, with so many programmes now looking the same.

To stand out, brands need to offer emotional value and experiences that feel worthwhile, rather than just points or forgettable discounts. Memorable engagement and recognition build differentiation, keep customers returning, and protect margin in an increasingly crowded market.

6. Consumers expect ethical data use, yet fewer than half trust brands to deliver it

Trust is a critical driver of engagement. When customers feel their data is used responsibly and delivers clear value, brands see an uplift in participation, loyalty, and spend. Retailers that embed transparency and fairness into their programmes strengthen both brand reputation and commercial performance.

Infographic titled 'Data Trust Matters' shows a semi-circle with a lock, highlighting that consumers expect ethical data use, but fewer than half trust brands to deliver it. Emphasizes transparency and fairness as commercial advantages

7. Only 29% of consumers feel emotionally loyal to any brand

Most loyalty is conditional, disappearing the moment a better offer comes along. Emotional loyalty is rare and incredibly valuable, because it protects margin and encourages repeat engagement.

Retailers that focus on experiences, rewards, and activations that resonate on an emotional level, are the ones building real, defensible advantage.

8. Acquisition costs 5–7× more than retention – and the gap is widening

Acquisition has always been a complex and often costly challenge, but winning new customers is becoming increasingly expensive and unpredictable. Meanwhile, existing customers remain the most reliable source of revenue. CMOs who shift investment toward deepening relationships with current customers consistently generate higher profit and greater long-term value.

Bold text on a dark blue background states 'Acquisition is expensive.' It highlights 'Acquisition costs 5-7X more than retention—and the gap is widening

The common thread

These stats all point in the same direction. The retailers winning in 2026 are the ones who build relevance, trust, and emotional resonance at scale. Not just through discounts, media spend, or transactional activity, but through stand-out first impressions, intelligent engagement, personalised rewards, and experiences that feel meaningful.

TLC helps some of the world’s most well-known high street and online brands deliver this kind of engagement – scalable, measurable, and emotionally resonant. Because in retail, one thing that remains constant is that strong relationships drive remarkable results.