Inflation and loyalty: how retailers can keep their customers when price rules
What weighs more when buying: habit or price? Until recently, many consumers repeated their purchases almost by inertia, the usual supermarket, the same coffee brand, the same trusted clothing store. But inflation has changed the rules of the game. Now, customers compare more, look for discounts, and don’t hesitate to change stores if they find a better deal.
”In a context shaped by inflation and increasingly pragmatic choices, loyalty is no longer a constant — it’s an outcome for every retailer. Consumers no longer respond just to low prices, but to relevance, transparency, and meaningful experiences they seek in the buying process. The real challenge for retailers is not to sell cheaper, but to sell smarter.”, said Cătălin Pațachia – Country Manager Romania at Shopfully.
According to a study by Shopfully, only 16% of Romanian consumers remain loyal to the same brands, while 65% are willing to switch if there are promotions involved. This makes it clear that retail loyalty is not what it used to be. Faced with this reality, retail chains face a complex dilemma: how to retain customers in a market where loyalty seems to be increasingly volatile?
From loyal customer to opportunistic buyer
Until recently, retailers trusted that proximity, habit, or a good loyalty card were enough to retain customers. But today, loyalty is earned day by day, purchase by purchase. It is not enough to have a good points program or a membership card: the consumer demands competitive prices, relevant promotions, and a frictionless shopping experience.
For example, today we see that 78% of Romanians state that promotions are one of the factors that influence the decision to change the brand they usually purchase. This means that visibility and omnichannel presence can play a role as important as price. A consumer who has seen a brand online, who has received a personalized offer, or who has had a good shopping experience, will be more likely to repeat. The challenge for retailers is not just to compete on price, but to understand what else they can do to keep their customers coming back again and again.
Strategies to retain customers without entering the price war
Not all retailers can compete solely with low prices, but they can optimize their promotions to be more effective. The key is to digitize them, personalize them, and deliver them to the right consumer at the right time.
1. Offer Personalization: Data Is Key
Sending a generic coupon no longer works. Consumers expect offers to be relevant to them, and technology makes it possible. Some supermarkets already send personalized discounts based on purchase history, increasing conversion without having to lower prices on products the customer would not buy.
2. Own Brands: From Cheap Option to Trusted Choice
The rise of own brands in Romania has been unstoppable. In fact, Romania is at the top of European countries when it comes to own brands, with nearly 50% of them being manufactured in the country. White label brands have ceased to be the “low cost” alternative to become a quality and trusted option. In food, fashion, and home, more and more consumers choose them not only for price, but because they have improved in innovation and perception. Chains that have opted to innovate in this segment have managed to increase customer retention.
3. Digitization: Price Is Important, But So Is Experience
The consumer is looking for low prices, yes, but also comfort, speed, and convenience. Chains that have integrated technology to improve the shopping experience —from apps that allow scanning products without going through the checkout, to digital loyalty programs with exclusive benefits— have managed to retain customers beyond price.
Also, 53% of Romanian consumers say that they prefer to check the official websites of stores/brands, then they identify it more easily in the store, which reinforces the idea that the omnichannel strategy not only drives conversion, but also contributes to loyalty.
4. Transparency and Sustainability: Factors That Build Loyalty
Although price remains decisive, today’s consumer also values ethics and sustainability. In a context where the shopping basket price continues to rise, retailers who have known how to communicate their commitment to local production, waste reduction, or the sustainability of their supply chain have managed to build customer loyalty.
5. Smart Loyalty in Times of Inflation
Many retailers fall into the trap of thinking that the only way to retain customers is by lowering prices. But the key is not to reduce margins, but to provide value strategically.
”Loyalty is no longer earned at the checkout, but at every touchpoint with the brand : online, in-store, or through the way we communicate offers. Retailers who understand this don’t just retain customers; they build lasting relationships in an uncertain economic climate,” said Cătălin Pațachia – Country Manager Romania at Shopfully.
Chains that have managed to maintain their customer base have understood that loyalty is not about offering more discounts, but about improving the relevance and accessibility of offers. Personalizing communication with each consumer, facilitating the search for information on products and prices, and integrating the digital experience with in-store purchases have become decisive factors for retaining customers.
Because yes, price is important, but the difference between a returning customer and one who doesn’t come back is not only in the final ticket, but in the experience they have before, during, and after their purchase.