WHAT REALLY WINS LASTING SHOPPER LOYALTY?
Winning a shopper's attention is one thing, but earning their next purchase is another.
At Adweek House: Advertising HQ 2026 in New York City, Inmar's Group Vice President of Omnichannel Strategy, Angela DiLemme, joined the conversation in a group chat session titled "From First Buy to First Choice" to explore how brands and retailers can build lasting shopper preference as algorithms, AI, and evolving consumer expectations reshape the path to purchase.
According to Inmar's 2026 Mid-Year Promotion & Shopper Behavior Trends, 53% of shoppers have switched to lower-priced brands in the past six months, reinforcing the importance of delivering value that extends past a single transaction. Brands must deliver relevant value, connected experiences, and compelling reasons for shoppers to choose them repeatedly.
Here are a few key takeaways from the conversation, which you can also watch back, in full, in Adweek’s recap article:
LOYALTY BEGINS AFTER THE FIRST PURCHASE
A first purchase proves a brand won a moment, but what happens next determines whether that initial transaction becomes a lasting relationship. While incentives and media can influence discovery and trial, repeat preference comes from consistently delivering value and creating an emotional connection with shoppers.
"Oftentimes we think that the first purchase is loyalty, and it's not," DiLemme explained. "It's the work that happens right after that that continues to build trust and loyalty, so it is the beginning of the journey."
“It’s really being laser focused in serving that consumer more of what they want” Yasmine Parrish, VP of Marketing at The Lip Bar agreed. “If they bought this, what’s the next best purchase and how can we serve it to them in a way that is alluring, enticing, and makes them feel like they’ve got to have it?”
For brands and retailers, that means digging into what motivates shoppers, fundamentally. Whether it's solving a problem, creating convenience, or fostering a sense of belonging, the act of helping shoppers see themselves in the experience can build relationships that extend well beyond the first purchase.
VALUE GOES BEYOND PRICE
As shoppers become more intentional about where they spend, delivering the right value at the right moment can make all the difference. Discounts can encourage trial, help shoppers stay loyal to preferred brands, and create opportunities for repeat engagement. However, retaining that loyalty requires a deeply rooted understanding of what shoppers truly value.
"It's less about 'what price can I get them to buy?' it's more about 'what value can I bring, so they want to continue to buy regardless?'" DiLemme shared.
For brands and retailers, this creates an opportunity to be more intentional about how and when incentives are used. Personalized offers informed by past purchase behavior can help shoppers feel understood while encouraging incremental purchases and stronger brand preference. Ultimately, loyalty is built through consistently delivering value that gives shoppers a reason to come back.
EVERY TOUCHPOINT TELLS PART OF THE STORY
Discovery is becoming increasingly digital and algorithm-driven. Creating consistent experiences across every touchpoint is essential to building brand trust. From personalized digital messaging to relevant in-store media and frictionless offer redemption, each interaction contributes to the shopper's overall perception of a brand. As consumers move throughout their day, the data generated across those interactions can help brands and retailers better understand and respond to their needs.
“Showing up in the right places where people are going to be considering your product are incredibly important” Conley Downing, CMO of Archer Roose Wines explained. “Thinking through where you can show up so you can really be in that place where you’re relevant for your consumer.”
"These screens all connect and that data set is telling us a different story, but it's a consistent story that's changing as the consumer is moving through their day," DiLemme said.
The opportunity lies in connecting these experiences rather than treating each channel as a separate interaction. When retailers, CPG brands, and technology partners work together to deliver consistent messaging and meaningful value, they create a more seamless shopper journey that encourages repeat engagement and lasting relationships.
AI SHOULD MAKE RELEVANCE MORE HUMAN
As AI makes personalized marketing more accessible, brands have an opportunity to stand out by creating experiences that feel genuinely personal. With automated messaging becoming increasingly common, thoughtful creative and meaningful human connections can become powerful differentiators.
By combining behavioral insights with context such as audience, time of day, and omnichannel screen placement, marketers can deliver creative that reflects shoppers' needs in the moment. Inmar Media does just this, delivering relevant, personalized media experiences that help consumers see themselves in a brand and strengthen the emotional connections that influence long-term preference.
INITIAL PURCHASE TO LASTING PREFERENCE
Algorithms are increasingly influencing discovery and purchasing decisions, reducing the act of capturing initial interest only the starting point. Building lasting loyalty requires brands to deliver ongoing value, connected experiences, and a sense of belonging that shoppers identify with.
Ultimately, the brands that succeed will be those that move beyond simply influencing purchases to creating relationships consumers want to maintain. By combining shopper intelligence, relevant incentives, and personalized experiences, brands can turn an initial transaction into lasting preference.
To watch the full session recording and explore additional insights, check out Adweek’s recap article. Thank you to Ivan Piedra Photography for their photo and Inside Shot Productions for their video capture of the day!
LET’S STAY IN TOUCH
Did you miss the conversation at Adweek House: Advertising HQ? Connect with Inmar to explore how shopper intelligence, personalized incentives and connected commerce experiences can turn first purchases into lasting preference.