The 2010 Colloquy Report Retail Loyalty Index demonstrated the impact of consumer price sensitivity on retail loyalty in the current economic recession.

Wal-Mart dominated most categories including grocery, personal care and mass merchants in five regions of the United States. The survey involved 3,500 consumers in December 2009. Kroger was the loyalty leader in the Midwest, attributed in the report to a customer loyalty program. In the Southeast, Publix was the leader, advancing from second place in the 2008 survey. H-E-B was the Southwest leader, featuring rewards programs in Texas stores.

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Wal-Mart was the leader in the grocery sector in the Northeast and Northwest and was the third-place finisher in the Southeast, Southwest and Midwest.