Points have become a ballast. They are an expensive way to buy attention from customers who increasingly compare on price first and points second. A new pattern is emerging — earning the next visit by getting the basket right today.
Three signals
- Three of the world's largest grocers have retired or substantially de-emphasised points.
- AI-personalised offers are replacing points-style 'spend-to-earn' mechanics.
- Loyalty teams are moving from finance reporting lines into customer ones.