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This report takes a fresh look at topic of loyalty. Survey results indicate that shoppers believe they are loyal and have a desire to be loyal but they do not behave in a loyal way because they do not have all of their needs satisfied by their primary grocery store. Retailers have long held the belief that the “Customer is King” and have strived to build a loyal customer base. But what exactly is loyalty? Is loyalty even important and what actions can retailers take to improve the loyalty of their customers? These questions were at the heart of the rationale for taking a fresh look at the topic of loyalty and this report provides the key findings from the research.