Loyalty Statistics: The Ultimate Collection

Posted by Brandon Carter on Feb 4, 2016 12:22:00 AM

Customer brand loyalty is a rich and complex subject to grasp. What is it? (Here's a definition.) How is it earned? Is it worth the effort?

New Call-to-action For your convenience, we've compiled dozens of statistics to help light the way - from how many people are active in loyalty programs to what they're looking to get out of them and how they'd like to be communicated with. We've tried to make this list as relevant as possible, which means we combed through recent research with a focus on the US (with the occasional global stat thrown in).

These stats are culled from a variety of sources, and we've provided source links for each of them (though some are gateway pages that require you to register or submit your information to receive the actual research). Sometimes the data conflict with other sources - we'll leave it up to you to decipher which is most accurate.

We'll keep this list updated on a weekly basis with the latest and greatest. If you know of a stat we're missing, or want your own research included in our collection, leave us a note in the comments.

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Customer Loyalty Statistics

  • Building loyalty with 5% more customers would lead to an increased average profit per customer of between 25% and 100% (The Loyalty Effect)
  • 52% of consumers have switched providers in the past year due to poor customer service (Accenture)
  • The estimated cost of customers switching due to poor service is $1.6 trillion (Accenture)
  • 81% of consumers admit that it is frustrating dealing with a company that does not make it easy to do business with them (Accenture)
  • Once a provider loses a customer, 68% of consumers will not go back (Accenture)
  • 80% of ‘switchers’ feel the company could have done something to retain them (Accenture)
  • 30% of the US changes brand often just for the sake of variety and novelty (GfK)
  • 83% of consumers who switched providers say if companies could provide better live or in-person support, it would have impacted their decision to switch providers (Accenture)
  • 25% of employers have seen an increase in customer loyalty after increasing employee educational requirements (CareerBuilder)
  • 15% of shoppers would give a brand or product a second chance after a poor experience (InReality)
  • 45% of consumers maintained a consistent level of loyalty to the top 100 CPG brands in the U.S. from 2014-15 (Catalina)
  • 93% of brand advocates believe they are a better marketing asset for brands than sales associates (Needle)
  • 84% of brand advocates say they receive questions that shoppers would never consider asking a live sales associate (Needle)
  • 73% of consumers cite price and value as the leading factor that determined brand loyalty (Support.com)
  • 66% of consumers cite features, design and quality of product or service as the leading factor that determined brand loyalty (Support.com)
  • 53% of adults living in high-income households (earning $200,000 a year or more) are willing to switch brands for the sake of using a coupon (GfK)
  • 49% of consumers will gladly switch brands for a coupon (GfK)
  • 32% of executives say retaining existing customers is a priority (Forbes)
  • 31% of executives say improving customer engagement is a priority (Forbes)
  • 29% of executives say maximizing customer lifetime value is a priority (Forbes)
  • Millennials are generally more satisfied consumers than Boomers (JD Power)
  • Millennials are substantially more likely than Boomers to reuse a product or service after a problem is resolved (JD Power)
  • Millennials are most likely to make a purchase decision based on value for money—across virtually every product category (JD Power)
  • Price has the greatest influence on Millennials’ purchase decisions above all other factors, including product quality, brand, store and availability (Blackhawk Network)
  • 47% of customers would take their business to a competitor within a day of experiencing poor customer service (24/7)
  • 79% of customers would take their business to a competitor within a week of experiencing poor customer service (24/7)
  • 37% of consumers who ended a business relationship did so because they were frustrated with the IVR (24/7)
  • 66% of global respondents are willing to more for products and services from companies  dedicated to social and environmental change (Nielsen)
  • 73% of Millennials are willing to pay extra for products and services from companies dedicated to social and environmental change (Nielsen)
  • 51% of Boomers are willing to pay extra for products and services from companies dedicated to social and environmental change (Nielsen)
  • 72% of Gen Z are willing to pay extra for products and services from companies dedicated to social and environmental change (Nielsen)
  • Millennials are more willing than their Baby Boomer parents or middle-aged Generation X consumers to switch retailers (78%) or brands (55%) in order to earn fuel savings rewards. Their preferred brand loyalties differ from older consumers by rates of 10%-17% (Excentus)
  • More than 50% of millennials indicated they trusted Amazon more than any other major tech company (Marketing Executives Networking Group)
  • About 17% of millennials named Google as their most trusted tech brand, followed by Apple (12%), Facebook (8%), and Microsoft (5%) (Marketing Executives Networking Group)
  • 55% of millennials claim to be more brand loyal today, compared to 39% of consumers in the 35-and-older group (Marketing Executives Networking Group)
  • While 89% of consumers agree that good service makes them feel more positive about the brands they engage with, 48% also said they are suspicious about how their data is used (Verint)
  • Top 3 reasons consumers switch brands: cheaper pricing (31%), rude staff (18%) and too many mistakes (16%) (Verint)
  • 61% of consumers would tell friends and family about their experiences, while 27% reported that they would sign up to the company's loyalty scheme (Verint)
  • Only 15% of consumers don't think good service would change their behavior in any way (Verint)
  • Only 26% of millennials said they prefer brands their friends use (NewsCred)
  • The most important driver of brand loyalty for millennials is a great product at 77%, followed closely by brand recognition and trust at 69% (NewsCred)
  • Just 25% of US consumers consider brand loyalty as something that impacts their buying behavior (Ernst & Young)
  • 70% of members agree that they’d modify when and where they make purchases in order to maximize the benefits received (Bond
  • 64% of members agree that they’d modify what brands they purchase in order to maximize the benefits received (Bond)
  •  Top companies that have earned consumer loyalty are: USAA, H-E-B, Publix, Trader Joe’s, Apple, JetBlue Airlines, Aldi, Hy-Vee, Amazon.com, Chick-fil-A, Victoria Secret, ACE Rent A Car, A credit union, Kroger, QVC, Popeye’s, Whole Foods, Panera Bread, Lexus, Papa John’s, Costco & Wegmans (Temkin Group
  • Top brands that best meet Millennial consumers’ expectations and, therefore, to which Millennials are most engaged and loyal, are: Apple, Nike, Chipotle, Target, Amazon, Samsung, Sephora, Levi’s, PayPal, Old Navy, Under Armour, Beats, Google, Asus, Chevrolet, Converse, Verizon, Victoria’s Secret, Ford and Ralph Lauren (Brand Keys)
  • “Fully engaged” customers (those with a strong attachment to the brand, or brand ambassadors) deliver a 23% premium over the average customer in share of wallet, profitability and revenue (Cap Gemini
  • “Actively disengaged” customers (those who have negative feelings towards the brand, or spread negative word-of-mouth) represent a 13% discount in share of wallet, profitability and revenue (Cap Gemini)
  • About 50% of US consumers reported experiencing a problem on their last shopping trip. Of those customers, 81% decided not to contact the retailer about the issue. Among these silent shoppers, 32% said they were unlikely to recommend the retailer to friends and family (LoyaltyOne)
  • 55% of consumers who leave feedback in a mobile app are not likely to remain a customer if their feedback goes seemingly ignored (Apptentive)
  • 66% of companies that saw a decrease in customer loyalty over the past year do not have a mobile app (Apptentive)
  • 55% of consumers said they are not likely to continue being a customer of a company that ignores their feedback (Apptentive)
  • 97% of consumers said they are somewhat likely to become more loyal to a company that implements their feedback (Apptentive)
  • Shoppers who notify retailers of their poor experience and had their problem completely resolved were 84% less likely than silent shoppers to be at risk of decreasing their spend (LoyaltyOne)
  • % of unfavorable customer opinions on social media by industry: Telecom (96%), Consumer Electronics (94%), Retail (93%), Airlines (88%), Hotel Chains (72%) (Cap Gemini
  • 78% of consumers are not loyal to a particular brand (Nielsen)
  • Only 27% of consumers see brand loyalty as important (The Marketing Store)
  • A repeat customer spends 67% more than a new one (BIA/Kelsey)
  • 61% of Americans switch brands due to price (Nielsen)
  • 28% of consumers are loyal to their providers and brands, and only 31% are willing to recommend those providers and brands to others (Accenture)
  • Female consumers (68%) are more loyal to brands than males (55%) (Analytic Partners)
  • 70% of Millennials think their generation is less brand-loyal than previous generations (Bridge.Over)
  • 70% of customers cite poor customer service as a reason for not buying from a brand (McKinsey)
  • 76% of American shoppers view customer service as a "true test" of how much a brand values them (Aspect Software)
  • 65% of all consumers say they feel good about themselves and the company they are doing business with when they resolve a problem without talking to customer service (Aspect Software)
  • 82% of U.S. corporate executives said that customers’ expectations of their company were “somewhat” (47%) or “much” (35%) higher than they were three years ago (Lithium)
  • Nearly 6 in 10 U.S. corporate executives said it was “somewhat” (50%) or “very” (9%) difficult for their company to please customers (Lithium)
  • 77% of corporate execs agreed to some extent that the internet and consumer app companies were setting a new benchmark for customer experiences (Lithium)
  • 93% of business leaders worldwide said technology had changed customer expectations in the past five to 10 years (EMC)
  • 97% of U.S. corporate executives say customers want an efficient—that is, fast, cost-effective and personalized—level of experience (Lithium)
  • 65% of corporate execs said rising customer expectations had increased pressure to innovate, and 58% said the same about competition with other companies (Lithium)
  • 30% of corporate executives struggled with customer turnover or slowed revenue growth, and a similar percentage had increased discounts given (Lithium)
  • 55% of millennials were willing to stick with a brand (Lim College)
  • What brands can do to remain millennials' brand of choice: develop innovative new products and services (80%), improve design/style to reflect uniqueness (74%), improve product quality (67%), engage in causes, philanthropy, or endeavors that reflect beliefs/values (63%) & limit distribution to maintain the brand's exclusivity (54%) (Lim College)
  • 66% of millennials may have abandoned what had been their brand of choice in 2013 because the brand no longer fit their identity, 66% had a simple desire to switch brands, 64% due to the availability of desirable new alternatives and 64% because the brand was no longer unique (Lim College)
  • Millennials are not loyal to fashion brands. 45% of those surveyed say nothing can be done to retain them (Lim College)
  • 69% of Millennials say they feel good about themselves and the company they are doing business with when they resolve a problem without talking to customer service (Aspect Software)
  • 56% of Millennials have switched brands in the past year because of poor customer service (Aspect Software)
  • Customers who are fully engaged represent 23% premium in terms of share of wallet, profitability, revenue, and relationship growth (Gallup)
  • A Totally Satisfied Customer contributes 2.6 times as much revenue as a Somewhat Satisfied Customer (InfoQuest)
  • 85% of consumers say companies could have recognized & rewarded them for doing business with them (Accenture
  • Engaged consumers buy 90% more frequently, spend 60% more per transaction and are five times more likely to indicate it is the only brand they would purchase in the future. All of these factors lead to engaged customers delivering three times the value to the brand over the course of a year (Rosetta)
  • When we compare highly engaged athletic clothing customers to non-highly engaged customers, we see that highly engaged consumers spend 97% more on average ($112 vs. $57) and purchase 94% more frequently (4.76 times a year vs. 2.45) (Rosetta)
  • Engaged customers are four times more likely to say they “appreciate when this brand reaches out to me” and seven times more likely to “always respond to this brand’s promotional offers.” (Rosetta)
  • Engaged customers are six times more likely to say they would “try a new product or service from the brand as soon as it becomes available.” (Rosetta)
  • For every customer experience failure, brands lose an average of 65% of the revenue they would have earned from the affected customer during the following year (SDL
  • Once a customer experiences what they consider a major customer experience failure, 64% will stop recommending the organization, start looking for an alternative brand or actively disparage the company via word of mouth, social media or other online channels (SDL)
  • 90% of those experiencing a customer failure spend the same or less with the brand during the following year. The 10% who spend more say they have no choice, being locked into a contract or have no other alternative (SDL)
  • While 30% of consumers say showing them how the business has improved as a result of their failure will bring them back to the brand, this only works for 8% (SDL)
  • 27% of young millennials will not try to resolve a customer experience failure, as compared to 13% of baby boomers (SDL)
  • More than 40% of consumers' worst customer experiences have occurred in digital industries, including communications, electronics and online retail (SDL)
  • Consumers are more likely to remember a negative experience than a positive one: of those consumers that can recall a major negative customer experience that occurred in the past 10 years, only 55% can recall a major positive customer experience occurring in the same timeframe (SDL)
  • 44% of millennials say they are loyal to brands they buy, and 52% will choose quality over price (IRI)
  • Millennials are 44% more likely to permanently disengage with brands if they receive high volumes of mass generic email communications (Aimia Institute
  • Leading business concerns among US small business owners: finding new customers (66%) & retaining existing customers (40%) (Constant Contact
  • When it comes to bringing in new business, word-of-mouth is still the most effective marketing channel for small and medium-sized businesses, cited by 28% of small and medium businesses (BrightLocal)
  • 82% of small business owners said that loyal customers were the main way they grow their business (Constant Contact)
  • 62% of consumers said they'd switch to grocery rewards if a grocer offering gas rewards gave them the option of a different type of reward; 24% said they'd stay with gas rewards; 8% said they'd opt for travel rewards; 6% chose electronics, housewares or apparel (LoyaltyOne
  • 94% of customers who have a low-effort service experience will buy from that same company again (CEB)
  • 68% of consumers say that coupons generate loyalty (RetailMeNot)
  • 60% of mobile coupon users say they will “gladly switch brands to use a coupon" (GfK)
  • 48% of consumers said that the most critical time to gain their loyalty is when they make their first purchase or begin service (ClickFox)
  • Consumers are most loyal to financial service providers (61%) and grocery retailers (47%) (Epsilon)
  • Over 50% of consumers who are loyal to a brand are 35-54 years old. Only 12% are in the 18-24 age bracket (Epsilon)
  • Things Americans are most loyal to: Their pets (71%), their favorite bands (69%), sports teams (66%), church (55%), and alma mater (49%) (FanXchange)
  • 58% of consumers share positive experiences when they talk about brands on social (CrowdTwist)
  • 93% of consumers are more loyal to companies that engage in corporate social responsibility (Cone)
  • 90% of consumers would stop buying a company’s products when they learned of its irresponsible or deceptive business practices (55% have actively boycotted a company) (Cone)
  • 78% of consumers have bailed on a transaction because of a poor service experience (American Express)
  • 46% of consumers said they’re more likely to switch providers than they were 10 years ago (Accenture)
  • 47% of consumers said that although they may have a company preference, if they can’t find what they’re looking for on that site quickly, they’ll go elsewhere (Kitewheel)
  • 29% of consumers like to change brands for the sake of variety/novelty (Experian)
  • Frequency of interaction builds loyalty and advocacy: 87% daily, 64% weekly, 49% monthly and 33% few times/year (Strativity
  • 30% of less frequent customers wouldn’t miss a company or brand if they were gone or would leave for a better offer (Strativity)
  • Only 43% of customers who brought a disappointment to the attention of the company indicated that amends were made (Strativity)
  • 80% of customers who shared their disappointment with a company on social media indicated that amends were made (Strativity)
  • Only 1% of millennials said that a compelling advertisement would make them trust a brand more (Elite Daily
  • 62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer (Elite Daily)
  • 60% of millennials said that they are often or always loyal to brands that they currently purchase (Elite Daily)
  • 75% of millennials said that it’s either fairly or very important that a company gives back to society instead of just making a profit (Elite Daily)

member benefits  

Loyalty Program/ Loyalty Marketing Statistics

  • 81% of decision makers believe a failure to adapt and deliver on customer expectations poses a threat to their business (Revel Systems)
  • 33% of consumers say they use their smartphones to sign up for a rewards program after making a purchase on their smartphone (Nielsen)
  • 67% of the affluent middle class value the flexibility to choose the rewards and benefits they are offered (Collinson Group)
  • 45% of consumers prefer rewards in the form of prepaid debit and gift cards (Blackhawk Network)
  • 40% of millennials want to track/redeem rewards on an app (Software Advice)
  • 37% of millennials prefer receiving discounts for their loyalty program reward (software Advice)
  • Millennials are most incentivized to join a loyalty program based on how quickly rewards accrue (51%) and the variety of rewards available (38%) (Software Advice)
  • 50% of millennials stated they quit a program because rewards took too long to accrue (Software Advice)
  • 40% of millennials prefer to use an app to identify themselves as loyalty members (Software Advice)
  • 69% of Millennials belong to a retail loyalty program and 70% of those are happy with the program (Blackhawk Network)
  • 23% of shoppers use mobile access to loyalty/rewards programs (PWC)
  • 52% of loyalty program members would not be willing to pay a membership fee (48% would) (Maritz)
  • More than 45% of consumers say the opportunity to earn rewards is a primary driver for purchasing from a brand (Maritz)
  • 43% of consumers join loyalty programs because of the desire to earn rewards (Maritz)
  • 46% modify brands they buy to maximize the loyalty benefits (Maritz)
  • 17% of loyalty program members say they joined out of love for the brand’s products (Maritz)
  • 5% of loyalty program members say they joined because of a shared identity with brand values (Maritz)
  • Six out of ten customers believe that companies only offer rewards programs to get them to buy more (Maritz)
  • 25% of cards downloaded to Apple Pay are store and loyalty cards (First Annapolis)
  • 57% of Midwesterners belong to a loyalty program that enables them to save on fuel, compared with 56% membership rates in the West, 52% South and 50% Northeast (Excentus)
  • 15% of Northeasterners are more likely to join a fuel savings rewards program based on a peer’s recommendation than consumers elsewhere (9%) (Excentus)
  • 44% of Southerners say they join loyalty programs to save money any way they can, compared to 41% Midwest, 37% West and 33% Northeast (Excentus)
  • 3 billion loyalty cards will operate as mobile-only or be integrated into mobile apps by 2020, up from 1.4 billion in 2015 (Juniper)
  • 44% of consumers have between 2-4 loyalty cards, 25% have between 5-9 loyalty cards (Vibes)
  • 77% of smartphone users said mobile offers, such as surprise points or rewards, exclusive content and special birthday messaging, have a positive or very positive impact on their brand loyalty (Vibes)
  • 66% would have a more positive opinion of a loyalty program if they could store and access information on their smartphone in a mobile wallet app  (Vibes)
  • 73% of smartphone users are very interested or somewhat interested in saving loyalty cards to their smartphones  (Vibes)
  • 89% of shoppers currently participate in some type of loyalty/reward program (General Mills)
  • There are 3.3 billion loyalty program memberships in the US, an average of 29 per household (Colloquy)
  • Of the total membership in loyalty programs, 58% don't actively participate in those memberships (Colloquy)
  • Top two benefits that motivate consumers to join a loyalty program are: earning points/miles on purchases (56%) and product or service offer/discount (55%) (Colloquy
  • Top two reasons consumers continue to participate in a loyalty program are: easy to understand (81%) and rewards and offers are relevant (75%) (Colloquy)
  • 87% of consumers want a customer loyalty program (Talech)
  • Top two reasons consumers stop participating in a loyalty program are: did not provide rewards/offers that were of interest (56%) and too hard to earn points for rewards (54%) (Colloquy)
  • 27% of consumers ranked the ability to earn points from multiple retailers as one of their top three appealing loyalty program features (Colloquy)
  • 34% of millennials said the word that best describes their participation in a customer reward program is “fun.” By comparison, 26% of the general population chose the word “fun,” meaning millennials scored 24% higher on the loyalty-needs-to-be-fun meter (Colloquy)
  • 66% of the general population said “economical” is the word that best describes their loyalty program participation, versus 56% of millennials (Colloquy)
  • 63% of millennials said they had joined a program within the past year, versus 55% of the general population (Colloquy)
  • 25% of millennials said they joined a program in the past year because it offered access to members-only events, versus 16% of the general population (Colloquy)
  • 40% of millennials said they joined a program for access to members-only sales, products and services, versus 33% of the general population (Colloquy)
  • 63% of millennials said it’s important that their loyalty program participation supports lifestyle preferences such as wellness programs, sustainability efforts or a charity, versus 53% of Gen X’ers (35-50) and 46% of baby boomers (51 and over) (Colloquy)
  • 49% of millennials stopped using a loyalty program after receiving irrelevant communications, compared to 37% of the general population (Colloquy)
  • 18% of millennials stopped participating in a program because it lacked a smartphone app, compared to 13% of the general population (Colloquy)
  • 27% of millennials continued their participation in a loyalty program because it featured a competitive game, or a social element such as badges, leaderboards or communities. By comparison, just 7% of baby boomers stayed with a program for those reasons (Colloquy)
  • Boomers (40%) don’t find loyalty programs as essential as Millennials (62%) and GenXers (64%) (Chase
  • The loyalty management market is expected to grow USD 1.4 Billion in 2015 to USD 4.0 Billion by 2020 (Markets and Markets
  • 83% of consumers say they belong to a loyalty program (DailyBreak)
  • 75% belong to up to 10 loyalty programs (Cognizant)
  • The average number of programs in which consumers are enrolled continues to climb – from 10.9 programs per Member in 2014 to 13.3 programs per Member in 2015 (Bond
  • Despite the increase in average enrollments, the average number of programs in which members are active has decreased from 7.8 to 6.7 (Bond)
  • 34% of customers say they would not be loyal to the brand if it weren’t for the brand’s loyalty program (Bond)
  • The fourth overall driver of brand satisfaction is loyalty/rewards program at 7% (Bond
  • 76% of Americans think that loyalty programs are part of their relationships with brands (Bond)
  • 86% of members agree programs are definitely worth the effort (Bond)
  • 83% of members agree that programs make them more likely to continue doing business with certain companies (Bond)
  • 42% of members are very satisfied with the program enrollment experience (Bond
  • 43% of members are very satisfied with the program experience (Bond)
  • 45% of members are very satisfied with their entertainment program experience (Bond)
  • 31% of members are very satisfied with their consumer packaged goods program experience (Bond)
  • 34% of members would recommend their program to others (Bond)
  • 28% of members feel very satisfied that they get a personalized experience (Bond)
  • 10% of members follow a loyalty program on social (Bond)
  • 37% of members strongly agree that programs are trustworthy (Bond)
  • Brands that allocate 20% or more of their budgets toward customer loyalty have a better understanding of their customers (Loyalty360
  • 68% of companies report they are allocating less than 20% of their marketing budgets to loyalty, yet 58% of companies say that more than 20% of total sales or revenue is attributed to the program (Loyalty360)
  • Nearly all the winners of the 2015 Loyalty360 Awards are investing more than 21% of marketing dollars to loyalty compared to one-third of the market at-large (Loyalty360)
  • While a loyalty/rewards program is the component that is most widely included in loyalty strategies (78%), customer experience (69%) and customer engagement (66%) are included almost as frequently (Loyalty360)
  • Other components commonly included in today’s loyalty strategies that fall outside of the “traditional” functionality are events (47%), employee engagement (37%) and experiential marketing (30%) (Loyalty360)
  • Winners of the 2015 Loyalty360 Awards are including, on average, at least 11 different components in their loyalty strategies, compared to 7.5 components for the market-at large (Loyalty360)
  • Subscribe to the Access Loyalty Blog 49% of members agree they spend more with brand now vs. pre-membership (Bond)
  • 44% of customers agree that it would be easy to replace the program with a competitor’s program (Bond)
  • Engagement metrics are used by 60% of companies, followed closely by customer satisfaction (55%) and sales/revenue (53%) (Loyalty360)
  • 19% of consumers would choose a different brand to earn 25-50 cents per gallon on fuel, 17%-20% would switch retailers to earn 25 cents to $1 per gallon on fuel, and 20% would purchase in-store rather than online to earn 25-50 cents per gallon on fuel (Exentus)
  • The total number of members of coalition loyalty programs worldwide is likely to have risen above 2 billion for the first time in 2015 (Finaccord)
  • Around 2.07 billion consumers worldwide are likely to be members of at least one coalition loyalty program, which is equivalent to approximately 28.4% of the world's adult population (Finaccord)
  • The largest coalition loyalty program in the world by number of members (with around 397 million) is India's Max Get More program (Finaccord)
  • The average number of external currency-earning partners per coalition loyalty program is around 93 (Finaccord)
  • The average number of external currency-redemption partners per coalition loyalty program is 73 (Finaccord)
  • 66% of millennials respond to loyalty cards/discounts, 65% to couponing and 50% to store circulars (IRI)
  • 46% of shoppers who use loyalty programs consider them to be important in their decision to purchase (InReality)
  • 62% of consumers said they’d consider joining a fee-based rewards program if their favorite retailer offered one (Loyalty One)
  • 75% of 18-24 year-olds and 77% of 25-34 year-olds said they’d consider joining a fee-based rewards program (Loyalty One)
  • 47% of consumers said rewards in fee-based programs are better than rewards in free programs (Loyalty One)
  • 61% of 18-24 year-olds and 54% of 25-34 year-olds said fee-based rewards are better (Loyalty One)
  • Of consumers who already participate in fee-based loyalty programs, 69% said they were enticed by free shipping, followed closely by special discounts at 67% (Loyalty One)
  • Women (67%) are slightly stronger than men (64%) in their belief that rewards are worth paying for (Loyalty One)
  • 79% of millennials ages 18 to 24 and 76% ages 25 to 34 said they would pay for rewards that correspond to their specific needs (Loyalty One
  • Millennials check their rewards status daily (13%) compared with Generation X (10%) or Baby Boomers (7%) (Excentus)
  • Millennials are more enthusiastic (26%) than Gen X (19%) and Boomers (13%) about using loyalty rewards to save on the costs of driving (Excentus)
  • Millennials would join a fuel savings reward program based on the recommendation of a family member or friend (19%), compared with Generation X (8%) or Baby Boomer (6%) consumers (Excentus)
  • Millennials link their rewards-earning capability to a credit card (26%), compared to 10% and 8%, respectively, of Generation X and Baby Boomer consumers (Excentus)
  • Millennials prefer a variety of rewards activities to save money, including retailer/brand coupons (26%), fuel savings rewards (25%) and instant cash-register discounts (23%) (Excentus)
  • Category that’d be most appealing if compelling benefits were available through a fee-based program: Grocery & Mass Merchandise (35%), Credit Card Rewards(26%), Specialty Retail (13%), Travel (18%) and Restaurants (9%) (Loyalty One)
  • 32% of 18-24 year-olds and 34% of 25-34 year-olds said they have never been offered membership in a fee-based program, versus 25% of the general population (Loyalty One)
  • In the U.S. alone, companies spend a staggering $2 billion on loyalty programs every year (Cap Gemini)
  • 89% of social media sentiment on loyalty programs was negative among consumers (Cap Gemini)
  • The average household in the U.S. has over 21 loyalty program memberships, but only actively uses 44% of these (Cap Gemini
  • 97% of loyalty programs rely on transactional rewards, i.e. a customer makes a purchase and takes their points in exchange for gifts, merchandise or cash (Cap Gemini)
  • 77% of transaction-based programs actually fail in the first two years (Cap Gemini)
  • Only 25% of loyalty programs reward customers for some form of engagement (Cap Gemini)
  • Only 11% of loyalty programs offer personalized rewards based on a customer’s purchase history or location data (Cap Gemini)
  • More than half of consumers in a 2013 survey admitted they had abandoned at least one loyalty program in the past year (Cap Gemini)
  • Among millennials, who are expected to spend more than $200 billion annually by 2017, negative sentiment towards loyalty programs stood at 85% (Cap Gemini)
  • Overall, only 25% of companies reward any form of engagement (Cap Gemini)
  • 57% of airlines reward customers for at least one form of engagement (Cap Gemini)
  • 41% of hotel chains reward customers for at least one form of engagement (Cap Gemini)
  • 35% of consumer products reward customers for at least one form of engagement (Cap Gemini)
  • 15% of consumer electronics reward customers for at least one form of engagement (Cap Gemini)
  • 12% of the retail industry rewards customers for at least one form of engagement (Cap Gemini)
  • 7% of the telecom industry rewards customers for at least one form of engagement (Cap Gemini)
  • Key reasons for negative social media sentiment on loyalty programs: lack of reward relevance, flexibility & value (44%), lack of a seamless multi-channel experience (33%), customer service issues (17%) (Cap Gemini
  • Reward Mechanisms in Loyalty Programs: purchases (97%), activities (16%), participation in gamification campaigns (14%), mobile app downloads (6%), social media engagement (4%), in-store checkins (2%) (Cap Gemini)
  • 72% of consumers would like better access to rewards online and the ability to redeem their rewards more easily (78%) (Collinson Latitude)
  • 31% of consumers agreed they were receiving a great service from their program (Collinson Latitude)
  • Loyalty rewards is ranked above customer reviews (58%) and almost level with brand reputation (69%) in terms of their influence over consumers' decision-making process (Collinson Latitude
  • 54% of consumers belong to loyalty programs that enable them to save on the cost of fuel, and rank these programs first for membership and activity over credit card cashback rewards, coupons, discounts, airline miles, hotel points and other rewards programs (Exentus)
  • 46% of consumers say they earn, buy, redeem or check their fuel-savings rewards daily or weekly (Exentus)
  • 47% of consumers join rewards programs because they like saving money any way they can and 23% like earning rewards on everyday purchases (Exentus)
  • 37% of consumers ranked fuel savings as their preferred rewards program (Exentus)
  • 68% of consumers belong to fuel-saving rewards programs offered by grocery stores, 22% retail stores, 16% credit cards and 7% restaurants/dining venues. 46% of consumers say they join because rewards are offered as part of an existing loyalty program, 40% to save money, 37% to earn rewards where they already shop, 19% to save on the cost of driving, and 15% because the incentive is linked to a credit card (Exentus)
  • Only 9% of companies support reward redemption across all channels (Cap Gemini)
  • As many as 45% of loyalty programs follow a tier-based method (Cap Gemini)
  • Primary driver of repeat business according to US small business owners: established relationships with customer base (57%) & loyalty programs (10%) (Braun Research
  • 72% of Americans say they would prefer a rewards program that allows them to shop at many stores versus a single brand (American Express)
  • 83% of consumers belong to at least one loyalty/reward program, 13% belong to 5 or more (DailyBreak)
  • American consumers are members of 10 loyalty programs on average (The Marketing Store)
  • 91% of companies have a customer engagement or loyalty program (Experian)
  • 73% of marketers view customer centricity as critical to the success of their business and role at the company (SAP)
  • 68% of women said that getting rewards from a brand makes them stay longer, and not switch to other brands, versus 53% of men (Cherry London)
  • Over half of consumers surveyed said they wanted to see a brand "invest heavily" in rewarding them for their custom (versus 42% who said they were happy with “a little" investment) (Cherry London)
  • Receiving rewards influences behavioral metrics across both sexes: 65% said it impacts frequency of purchase, 64% said it influences the amount they spend and 69% said that it influences brand trial (Cherry London)
  • 69% of consumers said rewards make them more likely to shop with a brand (Cherry London)
  • 72% of women said rewards make them spend more vs. only 56% of men (Cherry London)
  • Rewards entice 75% of women to trial a brand for the first time vs. 62% of men (Cherry London)
  • Socially connected loyalty program members have an 18% lift in spend (CrowdTwist)
  • 93% of consumers think rewards are very important or somewhat important (CrowdTwist)
  • Socially connected loyalty program members have a 168% lift in engagement compared with non-loyalty program members (CrowdTwist)
  • 35% of members are active in all of the programs in which they are enrolled (Bond)
  • 93% of U.S. consumers said the type of reward offered is a “very important” or “somewhat important” factor in their decisions to join a loyalty program and to remain engaged with a brand (Colloquy)
  • 73% of consumers believe that loyalty programs should be a way for brands to show consumers how loyal they are to them as a customer; but 66% of marketers see it the other way around (Kitewheel)
  • Most important benefits to loyalty program members: discounts (79%), cash back (71%), rebates (70%) (Bond)
  • 57.4% of consumers join loyalty programs to save money, 37.5% to receive rewards (TechnologyAdvice)
  • Members of a loyalty program have a 28% lift in purchase frequency versus non-loyalty program members (CrowdTwist)
  • 67% of customers said surprise gifts are very important for loyalty programs (CrowdTwist)
  • More than 71% of those making $100,000 or more a year are enrolled in a loyalty program (Software Advice
  • 66% of travelers making $200,000 a year or more are likely to spend money when they think they have found a “good deal,” such as those offered to loyalty program members, versus 47% of those making $19,999 a year or less (Software Advice)
  • 36% of Americans participate in loyalty programs (Hotels.com)
  • 62% of shoppers say loyalty program membership is beneficial (Cognizant)
  • 16% of executives reported they have a "very effective" loyalty program (SAS)
  • 63% of companies monitor customer retention (Experian)
  • 38% of marketers say their biggest 2015 challenge is improving customer acquisition and retention (TeraData)
  • Only 34% of SMBs have a loyalty program (BIA/Kelsey)
  • 58% buy from the stores and brands whose loyalty programs they belong to at least once a month (DailyBreak Media)
  • 65% of Gen X buy at least once a month from the stores or brands whose programs they belong to (the most of any generation), followed by baby boomers (60.56%) and 68+ (54.84%) (DailyBreak Media)
  • Loyalty program membership is growing at 26.7%, while active memberships are growing at just 21.2% (Colloquy)
  • Just 49.6% of companies can identify their most loyal customers (Loyalty360)
  • 36.8% of consumers prefer card-based programs, 33.3% digital loyalty programs (TechnologyAdvice)
  • 39% of adults 35-44 are enrolled in up to five different programs (Hotels.com)
  • 57% of consumers modify when and where they buy in order to maximize the loyalty benefits (Maritz)
  • 78% of consumers say they would be more likely to make a purchase if offered points or miles (Points)
  • 35% of points program members redeem awards (Forrester)
  • 69% of consumers say choice of retailer is influenced by where they can earn customer loyalty/rewards program points (Maritz)
  • 66% of consumers agree that earning points or miles in a loyalty program is important (Points.com)
  • 60% of consumers actively look for promotions that will help them earn more points or miles (Points.com)
  • 56% of consumers said they never miss a chance to earn points and miles in their favorite loyalty programs, even when the amounts given are small (Points.com)
  • 61% of retailers use points or benefits through the company’s loyalty program as a means of adding value to the customer relationship (Colloquy)
  • 31% of American consumers cite perks as the most important factor for joining loyalty programs (Hotels.com)
  • 83.3% of consumers said they would be either “less likely” or “much less likely” to participate in a program that relied on social rewards (TechnologyAdvice)
  • 70% of members feel loyalty programs are part of their relationship with a company (Maritz)
  • Customers who are enrolled in at least one loyalty program are 82% more likely to shop at businesses that offer similar reward programs (TechnologyAdvice)
  • 89% of consumers say a great customer experience is key to driving brand loyalty (EConsultancy)
  • 59% of people would be more likely to join a loyalty program that offered a smartphone app (TechnologyAdvice)
  • 75% of survey respondents have no issues with companies giving preferential treatment to customers who spend more (Colloquy)
  • New Call-to-action 53% of Members enrolled in loyalty programs stopped actively participating in at least one loyalty program in the past year (only 7% formally opted out) (Maritz)
  • 41% of consumers have redeemed points to give the rewards or benefits as gifts (Maritz)
  • Percent who were driven to interact with a brand online by loyalty programs: 64% of millennials, 79.6% of Gen-X’ers, and 66.2% of baby boomers (DailyBreak Media)
  • 22% of companies have no investment in "relationship marketing," 46% do "to some extent" (eConsultancy)
  • 94% of senior executives feel that keeping customers for life is a priority within their business (Forbes)
  • Over the next 3-5 years, 75% of marketers say they will be responsible for the end-to-end experience over the customer’s lifetime (Marketo)
  • The average repeat customer spent 67% more in months 31-36 of his or her shopping relationship than in months 0-6 (Bain)
  • 38% of companies are primarily focused on retaining repeat customers for revenue growth (Forbes)
  • 63% of marketers say that engagement is manifested in customer renewals, retention and repeat purchases (Marketo)
  • 50% of marketers said they routinely apply data to engage consumers (TeraData)
  • 40% of SMBs have a loyalty program, 21% say they plan to start one in the next year (BIA/Kelsey)
  • 75% of consumers say discounted or free products was the most valuable loyalty program benefit (Neilsen)
  • 42% of companies claim to measure the lifetime value of a customer (EConsultancy)
  • 64% of millennials say reward programs push their online brand interaction (Dailybreak Media)
  • 69% of consumers said they would break habit and choose a different brand in order to earn more points or miles (Points.com)
  • 54% of consumers buy more from companies when they are being rewarded for purchases (Points.com)
  • Reasons for frustration with the redemption process: expired points (43%), not enough points to redeem (39%) and the reward item not being available (37%) (Colloquy)
  • Merchant funded rewards programs are 80% less costly than traditional loyalty programs (Aite)
  • 50% of consumers changed their behavior to reach a higher tier within a loyalty program (Colloquy)
  • 71% believe that customer experience efforts provide a competitive advantage (SAS)
  • 70% of executives named customer retention as the #1 objective of loyalty programs (Forrester)
  • 56.8% of consumers are more likely to participate in programs that offer exclusivity-based rewards, such as VIP status (TechnologyAdvice)
  • 26% of consumers watch the timing of loyalty promotions and adjust their purchasing to these time periods (Colloquy)
  • 40% of women and 31% of men said when doing their 2014 holiday shopping, they will choose retailers that operate loyalty programs in which they participate (Colloquy)
  • Loyalty programs can increase a brand’s market share by 20% and improve customer acquisition by up to 10% (Aimia)
  • Free products/services (63%) and exclusive promotions (24%) are the most popular rewards (Hotels.com)
  • Fees (68%) and privacy (56%) are leading reasons consumers won't join loyalty programs (Bond)
  • 40% of members feel their values are aligned with the values of their loyalty programs (Maritz)
  • 32% of Americans believe that the privacy of their personal information is an important attribute of a loyalty program (Mintel)
  • 43% of shoppers are willing to share loyalty program data (Cognizant)
  • 80% of members want plenty of options for accruing points (Cognizant)
  • What consumers see as important in a loyalty program: Ease of redeeming rewards (55%), ease of earning points (51%), monetary rewards (51%), access to exclusive deals and coupons (36%), easy enrollment options (22%) (Mintel)
  • 54% are unhappy with the reward options offered by their favorite brands (Colloquy)
  • 48% have experienced frustration during the reward redemption process (Colloquy)
  • 90% want to receive communications from loyalty programs; only 46% deem those communications relevant - 93% of that 46% report very high overall satisfaction (Bond)
  • Small businesses that send loyalty members two to three communications per week see three times more customer visits than businesses that do not send any communications (SpotOn)
  • 68% of Millennials wouldn't be loyal to a brand without a strong loyalty program (Bond)
  • 74% loyalty program members prefer to be communicated with via email; 46% want to receive communications from three or more channels (Maritz)
  • 80% of members agree that loyalty programs are worth the effort (Maritz)
  • 64% of consumers said that rewards programs are overcomplicated, and 63% said they are hard to use (Collinson Latitude)
  • 86% of consumers said more reward choices would help improve their experiences (Collinson Latitude)
  • 69% of consumers are unhappy with the level of service offered by their program (Collinson Latitude)
  • Email messages sent to loyalty program members result in 40% high open rates, 20% higher click through rates, and 10% higher sales revenue per message compared with emails sent to customers who aren't (Experian)
  • Members of a loyalty program are 40% more likely to click “open” on promotional emails (Merchant Warehouse)
  • 43% of marketers answered “I’m not sure” when it came to their company’s annual budget for a loyalty, platform, software, and/or tools (Big Door)
  • 57% of loyalty marketers were not completely confident in their loyalty program (Big Door)
  • 57% of loyalty program members agree that, “My experience with the program is consistent with the brand overall.” (Bond)
  • 66% of consumers indicate that unique experiences (VIP Treatment, for example) matter (Deloitte)
  • 43% of associations have at least one staff member devoted to member recruitment and retention (ASAE)
  • 5% of associations report outsourcing member renewals (ASAE)
  • 84% report that personalization impacts customer retention and loyalty (Exact Target)
  • 41% of those who have submitted an insurance claim are still likely or very likely to switch to another provider in the next year (Accenture)
  • Almost 16% of shoppers choose their supermarket because they like its loyalty program (Cint)
  • 37% of members strongly agree their consumer packaged goods programs are trustworthy (Bond)
  • 36% of members strongly agree their entertainment programs are trustworthy (Bond)

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Retail/Shopping Loyalty Statistics

  • 59% said their opinion of a retailer would be more positive if they started to receive coupons and offers that could be saved on their smartphones (Vibes)
  • 11% of American adults say they won't do business with a company whose data was breached again (Rand Corp)
  • 27% of shoppers would give a physical store a second chance after a poor interaction (InReality)
  • 16% of shoppers would give an ecommerce site a second chance after a poor experience (InReality)
  • 60% of shoppers are willing to jump ship to a rival retailer if their preferred method of delivery isn't available (Kibo Commerce)
  • 68% of shoppers belong to at least two grocery store loyalty programs (Blackhawk Engagement)
  • 60% of shoppers consider themselves loyal to a particular grocery store (Blackhawk Engagement)
  • 64% of the affluent middle class are members of supermarket loyalty programs, down from 70% in 2014 (Collinson Group)
  • 93% of U.S. adults would not return to a retailer if they experienced some type of issue related to the facility (Cintas)
  • There are 229.6 million department store loyalty program memberships, an 18% increase from last year (Colloquy)
  • 60.9% of shoppers would abandon a retailer if they had an unpleasant experience returning an item there (LoyaltyOne)
  • Of the total figure for all coalition loyalty programs (2.07 billion), 169.9 million belong to the retail sector (Finaccord)
  • 93% of executives agreed it is important to infuse digital capabilities into physical locations to improve customer experience (Revel Systems)
  • 94% of retailers see in-store digital capabilities as important not only for customer experience but also for store operations (Revel Systems)
  • Loyalty programs are a top priority for 46% of retailers (Boston Retail Partners)
  • 74% of U.S. retailers reveal that customer engagement is their #1 concern; 62% of those retailers said they are increasing their budgets to enhance loyalty initiatives in 2015 (Boston Retail Partners)
  • When retailers can collect insights from their loyalty-based data to refine pricing, promotions, assortment and marketing to customer preferences, there is a consistent 1% to 4% increase in sales and a 4% to 7% increase in profits (Boston Retail Partners)
  • 100% of the retailers surveyed said they plan to use analytics to better understand shopping behaviors within the next two years (Boston Retail Partners)
  • 181% more retailers plan to use gamification within loyalty programs in five years (Boston Retail Partners)
  • 56% of retailers plan to participate in mobile loyalty applications in five years (Boston Retail Partners)
  • 70% of consumers say their top motivation to try a new store or website is to seek better prices (Deloitte)
  • 59% of shoppers said holiday gift return policies make or break their opinion of a retailer (Colloquy)
  • 883% more retailers plan to have the ability to identify customers when they walk in the store via their smartphones in five years (Boston Retail Partners)
  • 35% of members strongly agree their retail programs are trustworthy (Bond
  • Online responses of more than 1,200 consumers revealed that returning gifts is a major factor in the average shopper's connection to a company (LoyaltyOne)
  • 79.3% of consumers said that a positive experience returning a gift would motivate them to shop more often at the store (LoyaltyOne)
  • 83.3% of consumers said they would share information about a positive gift-return experience with friends and family (LoyaltyOne
  • Men (45.1%) were more likely to have a negative experience returning a gift than women (31.7%) (LoyaltyOne)
  • 45% of members are very satisfied with their retail program experience (Bond
  • Men (81.7%) were more likely than women (70.7%) to return to a store after a positive experience (LoyaltyOne)
  • Consumers’ favorite grocery retailers in 2016: Wegmans, Publix, Trader Joe’s (Market Force Information)
  • 11% of retailers plan to adopt customer loyalty programs (Talech)
  • There are 267.6 million drug store memberships, 88% increase (Colloquy)
  • There are 433.5 million specialty retail memberships, 20% increase (Colloquy)
  • There are 169.7 million grocery memberships, a 2% decrease (Colloquy)
  • There are 164.3 million mass merchant memberships, a 17% increase (Colloquy)
  • There are 24.5 million fuel/convenience memberships, a 3% decrease (Colloquy)
  • 92% of consumers belong to at least one retail program (Cognizant)
  • 61% of retailers cite customer retention as their biggest challenge (Retail Systems Research)
  • 25% of consumers prefer retailer/brand coupons (Exentus)
  • 24% of consumers prefer cash-register instant discounts (Exentus)
  • 22% of consumers prefer retailer-specific points/rewards (Exentus)
  • 16% of consumers prefer grocery rewards (Exentus)
  • 64% of consumers report being loyal to an existing grocery, but 90% agree that they are open to visiting other grocery stores based on promotions and incentives (Precima)
  • 47% of consumers say relevant offers increase their grocery store loyalty (Precima)
  • Over 50% of shoppers say they would pay a higher price for the customer experiences they value most, and 77% of shoppers would be more loyal to stores that provide their personal top three customer experiences (Synchrony Financial)
  • 73% of customers will shop at an apparel store more often as a result of helpful, attentive associates; clothes they like and a variety of merchandise; and good value and prices (Synchrony Financial)
  • 62% of shoppers will visit a department store more if there are helpful, courteous associates; value, affordability and good sales; and clothes they like in their size (Synchrony Financial)
  • For mass merchants, 57% of customers want a one-stop shopping experience and good discounts, deals and prices; the merchandise they want; and to make one trip with products that are easy to find (Synchrony Financial)
  • 89% of millennials indicate they would be more loyal to retailers offering the benefits they want most. Millennials (69%) and Gen Xers (55%) are also more likely to pay more for the experiences they value (Synchrony Financial)
  • 64% of retailers say their loyalty/rewards program is the best way to connect with consumers (Forrester)
  • 46% of retailers say loyalty programs are the best sales drivers (Forrester)
  • 80% of shoppers would switch stores or brands when offered a compelling promotion (Market Track)
  • 83% of consumers belong to one or more brand/store loyalty programs, and 13% said they belonged to five or more (Dailybreak Media)
  • 84% said they're more likely to visit the website of a retailer with a loyalty program (Neilsen)
  • 75% of consumers would switch brands if offered real-time discounts and promotions that were delivered to their smartphones while shopping (AisleBuyer)
  • 68% state that coupons generate loyalty (RetailMeNot)
  • Factors that would inspire a consumer to complete a purchase: competitive pricing (61%), superior products (36%), superior customer experience (35%), customer loyalty programs & relevant promotions (31%) (Accenture)
  • In the consumer electronics industry, fully engaged shoppers make 44% more visits per year to their preferred retailer than do actively disengaged shoppers (Gallup)
  • 41% are loyal to the women’s apparel brands they wear (The Marketing Store)
  • 54% are loyal to their favorite grocery store (The Marketing Store)
  • 26% consider retailers’ loyalty programs worth joining (Cognizant)
  • 65% of millennials, 62% of Gen Xers, 45% of young baby boomers (44-53), and 37% of those 54 and older have abandoned an in-store purchase due to information found on their smartphones (eMarketer)
  • 32% of loyalty program members are enrolled in grocery/drugstore chains programs (Hotels.com)
  • 42% of customers prefer to receive rewards while they shop (The Logic Group)
  • 76% of shoppers consider one of loyalty programs’ most valuable attributes to be recognizing shoppers based on their status (Cognizant)
  • 70% said they would remain loyal to certain retailers because of good customer service (PriceGrabber)
  • 49% of Hispanics have modified which brands they buy in order to maximize the benefits received (Bond)
  • Only 31% of brands are considered a 'must have' - one that shoppers would buy whether on sale or not (Deloitte)
  • 91% of back-to-school shoppers would shop elsewhere if a competing store offered a promotion or rewards program (Merchant Warehouse)
  • premium incentive dealcash 58% of retailers agree loyalty campaigns can have a positive impact on their back-to-school shopping season, only 34% plan to run a loyalty campaign during the 2014 back-to-school shopping season (Merchant Warehouse)
  • 57% of consumers were unlikely to return to a business after their personal data was breached (SafeNet)
  • 69% of the general population said an expert session with a chef or nutritionist would motivate them to shop more with the grocer offering the session (LoyaltyOne)
  • Over time, a Facebook fan of a brand will spend 50% more than those who are not (Collective Bias)
  • Facebook fans bought 125 more items than a typical customer, 35% more than the typical customer (Collective Bias)
  • Facebook fans visited the store 30% more than a typical customer per year (Collective Bias)
  • 60% of customers indicated they will use rewards for gifting during the holiday shopping season (Colloquy)
  • J. Crew had the highest level of consumer engagement for the Retail Apparel category (Brand Keys)
  • Marshall's & TJ Maxx had the highest level of consumer engagement for the Retail Dept. Store category (Brand Keys)
  • Walmart had the highest level of consumer engagement for the Retail Discount category (Brand Keys)
  • Home Depot had the highest level of consumer engagement for the Retail Home Improvement category (Brand Keys)
  • Dick's had the highest level of consumer engagement for the Retail Sporting Goods category (Brand Keys)
  • 42% of shoppers use loyalty points to fund their shopping (Bond)
  • 66% of consumers will shop at their favorite retailers during the holiday season (Bond)
  • 44% of shoppers will buy their favorite brands as gifts for others during the holiday season (Bond)
  • 35% of U.S. shoppers currently participate in a convenience store or gas station loyalty program (General Mills)
  • 35% say they are “very satisfied” with their c-store/gas station loyalty program (General Mills)
  • 64% participate in a grocery loyalty program (General Mills)
  • 52% participate in a drugstore/pharmacy loyalty program (General Mills)
  • 80% of customers are loyal to e-commerce retailers with free and easy return policies (TrueShip)
  • 92% of consumers will shop again at an online store with easy returns (TrueShip)
  • 82% of consumers will not shop again at an online store with difficult returns (TrueShip)
  • 35% of consumers plan their holiday purchases to maxi­mize their loyalty earnings during holiday shopping (Colloquy)
  • 41% of consumers choose retailers and brands where they can earn points during holiday shopping (Bond)
  • 20% of consumers adjust their gift ideas based on which products offer significant bonuses and related rewards (Colloquy)
  • 85% of retailers are in search of ways to add value to their retail offerings outside of discounts, promotions and /or loyalty programs (Colloquy)
  • 83% of retailers say that giving loyalty programs members more reward options is important (Colloquy)
  • Based on overall program satisfaction, the best mid-frequency retail program was Amazon, followed by Barnes & Noble. The worst was Best Buy (Bond
  • Based on overall program satisfaction, the best high-frequency retail program was Kroger, followed by Food Lion. The worst was Target Pharmacy Rewards (Bond)
  • Based on overall program satisfaction, the best consumer packaged goods program was L’Oreal Paris, followed by General Mills. The worst was Pepsi (Bond)
  • Based on overall program satisfaction, the best entertainment program was Regal Cinemas, followed by AMC. The worst was Cinemark (Bond)
  • Top 5 loyalty program climbers over the last year were SUBWAY Rewards (+31%), Barnes & Noble Member (+31%), The Children’s Place myPLACE Rewards (+30%), ShopRite Rewards Program (+26%) and Lowe’s MyLowes (+26%) (Bond)
  • Top 5 loyalty program decliners in the past year were Qdoba Rewards (-11%), Kraft First Taste (-12%), Dove Insider (-13%), Outback Steakhouse My Outback Rewards (-19%) and My Best Buy (-27%) (Bond)
  • Top 5 loyalty programs are Amazon Prime (47%), Costco Executive Gold Start Membership (45%), Kroger Fuel (45%), Jiffy Lube Rewards (44%) and Denny’s Rewards (41%) (Bond)
  • Top 3 programs that make its customers more loyal to the brand are GameStop PowerUp Rewards (44%), Cabela’s CLUB REWARDS (43%) & L’Oreal Paris Gold Rewards (43%) (Bond)
  • Bottom 3 programs that make its customers more loyal to the brand are Kellogg’s Family Rewards (16%), American Eagle Outfitters AERewards (14%) and Pepsi Experience Points (12%) (Bond)
  • 27.5% of retailers report that customer loyalty increased due to deploying in-store customer WiFi (EarthLink Holdings)
  • 34% of consumers have said they’re open to purchasing products and services from non-traditional (i.e., digital or online-only) providers (Accenture)
  • Almost half of consumers feel indifferent when it comes to loyalty towards their chosen supermarket (Cint)
  • Almost a third of consumers shop in a different supermarket to the one they shopped at 5 years ago. Of those, a quarter moved to what they perceived as a cheaper supermarket and the same proportion changed for convenience reasons (Cint)
  • 45% of consumers cited they would switch supermarkets if there was a decrease in quality of products, and 54% said they would change supermarket in the event of price hikes (Cint)
  • 41% of consumers would be prepared to pay more for products if they thought the quality was higher, with an equal number saying they’d like to if they could afford to (Cint)
  • 62.7% base their supermarket choice on price, 54% on location, 46% on quality (Cint)
  • Only 3% of consumers give consideration to the sustainability or ethics in sourcing of products (Cint)
  • 47.5% of shoppers feel indifferent about their loyalty to the supermarket they currently shop at (Cint)
  • Only 12% of shoppers feel very loyal to their supermarket, with 36% feeling ‘somewhat’ loyal (Cint)
  • More than half of shoppers feel they will probably continue to shop at their chosen supermarket in 2014 (Cint)
  • The loyalty promotions most likely to encourage a consumer to shop at a specific store:
    • Gift cards (52%), coupons (49%), cash-back offers (48%) special promotions (46%), reward points (46%), early access to a product or event (10%) (Colloquy)

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Restaurant Loyalty Statistics

  • 96% of millennials are using restaurant loyalty programs (Software Advice)
  • 59% of millennials quit restaurant loyalty programs because rewards “aren’t valuable enough” (Software Advice)
  • 30% of millennials prefer earning points based on the money they spend at the restaurant (Software Advice)
  • 69% of consumers say their experience paying affects their willingness to return to a restaurant (Blackhawk Network)
  • 52% of millennials want to use their mobile devices to take advantage of loyalty programs offered by restaurants, bars and coffee shops (Oracle)
  • Restaurant loyalty programs increase visits by 35% (Loyalogy)
  • 52% of members are very satisfied with their casual dining program experience (Bond)
  • More than 70% of retail and restaurant customers visit only once (Thanx)
  • 41% of members are very satisfied with their quick serve restaurant program experience (Bond)
  • 9% of consumers believe Restaurants would be the most appealing category to a loyalty program if compelling benefits were available through a fee-based program (Loyalty One)
  • 7% of consumers belong to fuel-saving rewards programs offered by restaurants/dining venues (Exentus)
  • 42% of members strongly agree their casual dining programs are trustworthy (Bond)
  • 41% of members strongly agree their quick serve restaurant programs are trustworthy (Bond)
  • More than 70% of retail and restaurant customers visit only once (Thanx)
  • 50% of consumers belong to a restaurant frequent diner program (Deloitte)
  • 73% of consumers would recommend a restaurant more if it offered an appealing rewards program (Loyalogy)
  • Just 25% of customers consider loyalty programs important when choosing a restaurant (Deloitte)
  • The restaurants that inspire the highest "intent to return" responses are In-and-Out Burger (54%) and Papa Murphy's Pizza (52%) (Technomics)
  • 75% of consumers would like to have one rewards program membership that was honored at multiple restaurant chains (Loyalogy)
  • 48% of consumers participate in more restaurant loyalty/reward programs than they did 2 years ago (Technomic Inc)
  • 35% of consumers participate in a restaurant loyalty program linked to their mobile device; 39% via paper punchcard; 40% linked to a payment option; 62% credit-card-type swipe card (Technomic Inc)
  • 54% of consumers participate in 0 fast food/take out restaurant loyalty programs, 24% participate in 1, 15% participate in 2 & 7% participate in 3 or more (Technomic Inc)
  • 67% of consumers participate in 0 fine dining loyalty programs, 17% participate in 1, 12% participate in 2, & 4% participate in 3 or more (Technomic Inc)
  • 28% of consumers' favorite fast food restaurant doesn't have a loyalty program, 47% don't know if they have a loyalty program & only 26% actually have a loyalty program (Technomic Inc)
  • 28% of consumers' favorite fine dining restaurant doesn't have a loyalty program; 48% don't know if they have a loyalty program & only 23% actually have a loyalty program (Technomic Inc)
  • Over 90% of consumers would be likely to sign up if their favorite fast food or fine dining restaurant started a loyalty program (Technomic Inc)
  • Based on overall program satisfaction, the best quick serve restaurant program was Subway, followed by Chick-fil-A. The worst was Qdoba Mexican Grill (Bond)
  • Based on overall program satisfaction, the best casual dining program was TGI Fridays, followed by Pizza Hut. The worst was Outback Steakhouse (Bond)
  • One of the top loyalty program climbers over the last year was SUBWAY Rewards (+31%) (Bond)
  • Two of the top loyalty program decliners in the past year were Qdoba Rewards (-11%) and Outback Steakhouse My Outback Rewards (-19%) (Bond)
  • One of the top loyalty programs is Denny’s Rewards (41%) (Bond)
  • 16% of consumers prefer restaurant rewards (Exentus)
  • 8% of consumers have used a restaurant or coffeehouse loyalty program in the past four weeks (Packaged Facts)

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Mobile/Online Loyalty Statistics

  • 64% of enterprise mobile marketers said that their top priority for mobile apps is to enhance the customer experience and drive customer loyalty (FollowAnalytics)
  • 39% of American consumers would leave to a competitor's website and never return to a retailer's site after a "poor" user experience (Maxymiser)
  • 62% of Millennials feel online content drives brand loyalty (NewsCred)
  • 89% of consumers will go elsewhere if their first e-commerce purchasing experience with a brand isn't up to standard (PIP)
  • While 48% of members would like to engage with loyalty programs through their mobile device, only 12% have downloaded a program app, and 60% of smartphone owners are not even aware whether or not their program offers a mobile app (Bond
  • Millennials rely on mobile apps (33%), smartphones/tablets (27%) or wearable devices (7%) to check their rewards status (Excentus)
  • 33% of members say they visited the program’s website in the past year (Bond
  • 42% of millennials continue to participate in a program because it has a mobile payment option, while just 15% of baby boomers said the same (Colloquy)
  • 62% of customers using the program’s mobile app are satisfied with the program, as compared to only 45% among members who have not downloaded a mobile loyalty app (Bond
  • 37% of US mobile phone users have used mobile reward program apps to collect or redeem points, and 21% were interested in trying one (451 Research)
  • 83% of companies support reward redemption on website, 62% in-store, 24% via mobile apps (Cap Gemini)
  • 37% of marketers used mobile campaigns for loyalty efforts were the most popular type of mobile campaign (Salesforce)
  • 30% of mobile users use their device to compare prices when shopping in a bricks-and-mortar store (Forrester)
  • 25% of mobile users search or redeem coupons on their smartphones (Forrester)
  • 57% of mobile users admitted that loyalty programs and points are the top feature in a mobile wallet, with 56% giving that title to discounts and deals (Forrester)
  • 86% of marketers ranked mobile loyalty campaigns as very effective or effective (Salesforce)
  • 1% of a retail website's users generate as much as 40% of its revenues (Qubit)
  • 72% of consumers say social media helps them stay more engaged with brands (Lithium)
  • 66% of 18-24 year-olds are more loyal to companies they follow through social media (Social Habit)
  • Amazon had the highest level of consumer engagement for the Online Retailer category (Brand Keys)
  • 91% of members are likely to download a program’s application (Maritz)
  • 73% of smartphone users are interested in interacting with their programs through their mobile device (Maritz)
  • 72% of consumers only want to interact with a brand when they comment on social media channels (Accent)
  • 64% of millennials, 79.6% of Gen-X'ers, and 66.2% of baby boomers say loyalty programs drive them to interact with a brand online (Dailybreak Media)
  • 55% of millennials use their smartphone to discover brands via digital media on the app store (Annalect)
  • 47% of millennials use their smartphone to discover brands via digital media because someone else followed/liked/pinned/tweeted info on social media (Annalect)
  • 38% of millennials use their smartphone to discover brands via digital media from deal-of-the-day websites (Annalect)
  • 35% of millennials use their smartphone to discover brands via digital media from apps for coupons/deals (Annalect)
  • 32% of millennials use their smartphone to discover brands via digital media from product/service recommendations/ads based on their online activity/visiting blog and reviewing sites (Annalect)
  • 36% of millennials said they shared digital content “to receive a coupon/discount/promotion.” (Annalect

Travel Loyalty Statistics

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  • 61% of travelers look for loyalty programs with a broad spectrum of rewards (Collinson Latitude)
  • 55% of the affluent middle class hold frequent flyer memberships, down from 65% in 2014 (Collinson Group)
  • 71% think that the value of a loyalty program decreases if it offers a limited range of rewards (Collinson Latitude)
  • 77% of travel loyalty program members continued to spend with a brand and earn further points following a redemption on non-core inventory, compared to just 71% who redeemed on flights and hotels alone (Collinson Latitude)
  • 42% of travelers believe that loyalty programs offering only core inventory reward (flights, hotel rooms) are “dated and old-fashioned” (Collinson Latitude)
  • 40% of travel loyalty program members would tell friends and family about a program following a positive redemption experience (Collinson Latitude)
  • 33% of travel loyalty program members would actively encourage family & friends to join the program following a positive redemption experience (Collinson Latitude)
  • Travel reward programs influence purchasing decisions for 74% of customers (Collinson Latitude)
  • On average, travelers fly or stay in hotels 2-3 times a year, like to book travel online and are more often than not swayed by reward programs when choosing where to buy travel (Collinson Latitude)
  • 41% of travelers prefer to receive products and services from a travel brand's own range and 82% want to choose which categories of rewards they receive (Collinson Latitude)
  • While 15% of travelers believe they do not hear from their travel reward programs at all, 77% said they would like more input in shaping their own reward program experience (Collinson Latitude)
  • 51% of consumers want to redeem their rewards online, 20% via a mobile device, while 13% still prefer to redeem in-store (Collinson Latitude)
  • 68% of Millennials will remain loyal to a program that offers them the most rewards (Internet Marketing)
  • 75% of Millennials will remain loyal to a hotel brand even if they lost all reward points (Internet Marketing)
  • 41% of Millennials joined a travel loyalty program because it was easy to use (Internet Marketing)
  • Top hotels in terms of customer satisfaction: Hilton, Marriott, Hyatt (ACSI)
  • Top hotel loyalty programs based on customer satisfaction: Hilton HHonors, Marriott Rewards, IHG Rewards Club (JD Power)
  • 83% of highly satisfied hotel loyalty program members say they “definitely will” recommend the brand (JD Power)
  • 77% of hotel loyalty program members say their program is equally as valuable as it was in 2015; 11% say their program is less valuable than the year before (JD Power)
  • 40% of customers choose hotel loyalty programs based on convenience of locations (JD Power)
  • 79% of business travelers earned more than 100,000 frequent flyer miles over the past 12 months (ExpertFlyer)
  • 60% of business travelers said they earned the majority of points by flying (ExpertFlyer)
  • 39% of business travelers earned more miles through credit card purchases in 2015 (ExpertFlyer)
  • 17% of consumers prefer airline miles (Exentus)
  • 14% of consumers prefer hotel points (Exentus)
  • Top 5 best airline rewards programs: Alaska Airlines Mileage Plan, American Airlines AAdvantage, Southwest Rapid Rewards, JetBlue TrueBlue, HawaiianMiles (US News & World Report)
  • Top 5 best hotel rewards programs were: Marriott Rewards, Wyndham Rewards, Best Western Rewards, Club Carlson and IHG Rewards Club (US News & World Report)
  • Of the total figure for all coalition loyalty programs (2.07 billion), 5.4 million belong to the travel sector excluding airlines (Finaccord)
  • Of the total figure for all coalition loyalty programs (2.07 billion), 343.7 million belong to the hospitality sector (Finaccord)
  • Of the total figure for all coalition loyalty programs (2.07 billion), 662 million belong to the airline sector (Finaccord)
  • Airlines have 355.9 million loyalty program members (Colloquy)
  • Hotels have 288.7 million loyalty program members (Colloquy)
  • The gaming industry has 156.5 million loyalty program members, 4% growth (Colloquy)
  • Restaurants have 54.8 million loyalty program members, 107% increase (Colloquy)
  • Car Rental & Cruise industries have 44.9 million loyalty program members, 14% increase (Colloquy)
  • 87.9% of frequent travelers usually define a redemption goal immediately following activation (Loy Logic)
  • A survey of 10,000+ airline loyalty members indicates that reward choices surprisingly matter much more than program status (Loy Logic)
  • Flexibility of how to redeem points (31.7%) as well as the ease of the process itself (23.7%), followed by the received value of the miles (21.3%) are most significant for members (Loy Logic)
  • 81% of the members actively collect every possible extra mile/point (Loy Logic)
  • 55% of Millennials earn travel points from a credit card (Hipmunk)
  • 57% of GenX earns travel points from a credit card (Hipmunk)
  • 43% of Millennials rank free wifi as their favorite hotel perk (Hipmunk)
  • 84% of shoppers say airline loyalty programs influence them to engage with a particular brand (Cognizant)
  • 67% of hotel guests say loyalty programs are highly influential in their selection (Cognizant)
  • 67% of consumers are not satisfied with current loyalty programs (Collinson Latitude)
  • 64% of consumers find travel loyalty programs difficult to understand (Collinson Latitude)
  • 38% of travelers book a trip based on the best deal; only 9% book based on loyalty to an airline or hotel (Wakefield Research/Capital One)
  • 61% of consumers examine the quality of reward offerings before making travel purchase decisions (Collinson Latitude)
  • The participation rate in multiple hotel loyalty programs is about 10% higher among slightly older millennials (25-34 years old) than younger (18-24 years old) (Software Advice)
  • 46% of millennials say the number one reason for joining a hotel rewards program is because they are loyal to the hotel brand (Software Advice)
  • 70% of millennials most often spend loyalty program points on a free or discounted stay or a room upgrade (Software Advice)
  • 27% of millennials say they are “very likely” to post on social media about a hotel brand for loyalty points (Software Advice)
  • 14% of millennials enrolled in at least 1 hotel loyalty program (Software Advice
  • 8% of Millennials are enrolled in 1 hotel loyalty program, 6% are enrolled in 2 and 86% none (Software Advice)
  • 41% of millennials say they joined a hotel loyalty program because the rewards were easy to earn (Software Advice)
  • 51% of millennials most frequently redeem loyalty points on a free or discounted stay, followed by room upgrades (19%) and airline tickets (12%) (Software Advice)
  • 49% of millennials say they prefer to learn about their loyalty points via a simple notification email, 18% at check-in, 18% via online dashboard & 15% by app notification (Software Advice)
  • 58% of millennials say they would find a mobile app for a hotel’s loyalty program “very” or “moderately valuable" (Software Advice)
  • 66% of Corporate Travel Managers agree hotel loyalty programs play at least a “slightly important” role in their negotiations with hotels and 20% admit they play a “very important” or “extremely important” role (GBTA
  • One-third of Travel Managers say they actively inform travelers about hotel loyalty programs (GBTA)
  • 78% of Travel Managers are allowed to use individual hotel loyalty accounts when traveling for business (GBTA)
  • New Call-to-action 77% of Travel Managers are “somewhat interested” or “very interested” in a corporate loyalty program that rewards companies through various discounts and perks (GBTA)
  • 72% of Travel Managers are “somewhat interested” or “very interested” in allowing travelers to belong to individual loyalty programs to accrue points more quickly if they booked through a channel agreed upon by both the Travel Manager and the hotel (GBTA)
  • 69% of loyalty club members feel that points are a reward in exchange for their loyalty (IHG)
  • 78% of consumers belong to an airline FFP, 70% belong to a hotel program (Deloitte)
  • 69% of frequent travelers belong to more than one hotel loyalty program (Deloitte)
  • Only 10% of fliers are loyal to an airline, and half of those would switch if given $50 off another airline (fly.com)
  • 37% of consumers show a high degree of loyalty to the hotels they stay at (The Marketing Store)
  • 68% of frequent travelers indicate that they consider themselves loyal to the program where they have accumulated the most points (Deloitte)
  • 66% of millennial high-frequency travelers rate "unique rewards" as an important factor when choosing a hotel loyalty program (Deloitte)
  • Frequent flyer program members trust their banks and cable companies to deliver on promises more than their airline mile programs (MileCards)
  • 65% of global travelers turn to loyalty programs to help fund vacations and 37% organize entire vacations using points alone (IHG)
  • 44% of business travelers, 72% of high-frequency business travelers are active in two or more airline loyalty programs (Deloitte)
  • 81% of Millennials do not consider themselves as being loyal to a specific hotel or hotel brand (Bridge.Over)
  • Millennials indicate they would pay $41 more per night and travel up to 15 minutes out of their way to stay with their preferred hotel brand (Deloitte)
  • 75% of millennials would remain loyal to a hotel brand even if they lost all their points and status (Deloitte)
  • 55% of millennials rank loyalty programs as the least important criteria when booking a hotel (Bridge.Over)
  • Air Canada had the highest level of consumer engagement in the Airline category (Brand Keys)
  • Avis had the highest level of consumer engagement in the Car Rental category (Brand Keys)
  • Hotels that had the highest level of consumer engagement were: Wyndham Microtel (economy), Best Western (midscale), Hyatt (upscale) and Fairmont (luxury) (Brand Keys)
  • Travelocity had the highest level of consumer engagement for the Online Travel Site category (Brand Keys)
  • 92% of customers want fewer limitations such as blackout dates (Cognizant)
  • 76% of consumers would rather redeem their points against a range of reward items than exchange them for cash at a lower exchange rate (CollinsonLatitude)
  • 36% of Americans take part in brand loyalty programs (Hotels.com)
  • 48% of millennials consider loyalty programs to be important when booking flights (Expedia)
  • 75% of frequent travelers expect their loyalty program data to be secured to at least the same standard as a financial institution; only 33% feel their accounts are secure enough (Deloitte)
  • 38% of frequent travelers said that they would be less likely or much less like to use the company responsible in the occurrence of a loyalty program data breach (Deloitte)
  • 72% of airline loyalty programs have an issue with fraud (Airline Information)
  • 24% of loyalty program members are enrolled in travel-related programs (including 17% airlines, 15% hotels), making it the second-most popular category (Hotels.com)
  • 86% of millennials will redeem reward points earned from business travel for leisure compared to just 72% of those 46-65 (Expedia)
  • 88% of employees that have earned incentive trips exhibit greater than average performance levels (thewisemarketer)
  • Uses for points in the IHG program: accommodations (70%), hotel upgrades (32%) and booking an extra week on an existing vacation (24%) (IHG)

member benefits

Bank Loyalty Statistics

  • 48% of the affluent middle class participate in credit card programs, down from 63% in 2014 (Collinson Group)
  • 30% of the affluent middle class use bank loyalty programs, down from 47% in 2014 (Collinson Group)
  • 35% of consumers cite reward points/cash back as the credit card benefits they love most (CreditCards.com)
  • 31% of senior citizens have been using the same card most often for at least a decade and another 20% have never switched from their primary card (CreditCards.com)
  • 24% of consumers said they switched their favorite card in the past one to three years (CreditCards.com)
  • 43% of cardholders between the ages of 18 and 29 reported switching cards in the past 1-3 years (CreditCards.com)
  • 19% of consumers say they've favored the same card for at least 10 years, 15% report never changing their primary card (CreditCards.com)
  • 8% of Millennials cite rewards as a primary draw to use credit cards (Facebook)
  • 8% of Millennials trust financial institutions (Facebook)
  • 45% of Millennials say they would switch banks, credit cards or brokerage accounts if a better option came along (Facebook)
  • 30% of Millennials want to feel rewarded for their loyalty to a financial institution (Facebook)
  • 66% of financial executives said acquiring new customers was their top strategic objective for their loyalty program. Just 56% said customer retention was their top objective (Forrester)
  • 68% of banks are somewhat or completely satisfied with their loyalty programs (Forrester)
  • 69% of banks use call centers as part of their loyalty program communication (Forrester)
  • 63% of banks use mass media as part of their loyalty program communication, compared to just 49% of other industries (Forrester)
  • 66% of banks see purchase frequency and brand advocacy as desired outcomes of loyalty programs (Forrester)
  • 22% of banks see redeeming points for rewards as a desired outcome of a loyalty program (Forrester)
  • 81% of banks use customer retention as a key metric in evaluating the success of their loyalty program (Forrester)
  • 80% of bank executives understand they are at risk of customer attrition; just 40% are focused on improving the customer experience (ACI Worldwide)
  • Financial services has 577.9 loyalty program memberships, a 5% increase (Colloquy)
  • 3% of the banking industry rewards customers for at least one form of engagement (Cap Gemini)
  • 46% of Millennials look for new financial companies/services that better meet their needs (Experian)
  • More than 3 out of 4 Millennials will switch financial accounts if they find a better alternative (Experian)
  • Most frequently mentioned reasons Millennials switch financial institutions include: better interest rates (47%), better reward programs (43%), better identity protection (32%) and better customer service (35%), among others (Experian)
  • 63% of Millennials and 54% of Boomers cite personal experience, reviews or recommendations as being the most influential when choosing where to open a checking account (Medallia)
  • 80% of Millennials also cite personal experience, reviews or recommendations as the top reason for switching banks (Medallia)
  • 13% of Millennials & 20% of Baby Boomers cited convenience as most critical in their bank selection process (Medallia)
  • Millennials respond positively to innovation with nearly 65% reporting that their day-to-day behavior is driven by a desire to find new and better way of doing things (Medallia)
  • 81% of Millennials and 72% of Boomers have interacted with their bank online in the past 30 days (logged into an online account and/or used a mobile banking application). Millennials are 2.6 times more likely to have used a mobile app (Medallia)
  • 55% of Millennials rank technology failures or the inability to carry out a transaction online in their top three most frustrating banking experiences (Medallia)
  • Boomers are 2.4 times more likely than Millennials to cite an interaction with a bank employee as driving a positive experience, and 1.7 times more likely to list bank employees as a top source of frustration (Medallia)
  • 42% of consumers identify failure to protect their personal data as the biggest threat to a financial firm’s reputation; this is prioritized above the ethical responsibility businesses have to customers and the community (23%) (Makovsky)
  • 44% of financial firm executives have already lost 20% or more of their business over the past 12 months due to reputation and customer satisfaction issues (Makovsky)
  • 61% of consumers still do not fully trust the financial firms they conduct business with on a regular basis (Makovsky)
  • The financial crisis has had a strong effect on consumers’ lifestyles, including creating barriers to saving (29%), spending cut-backs (26%), financial hardship (24%), and diminished retirement (22%) (Makovsky)
  • 77% of financial firm executives are concerned about losing customers to companies like Apple, Google, Amazon, Lending Club, etc., who could offer alternative financial services (Makovsky)
  • 73% of consumers would likely switch to an alternative financial provider should there be a breach of their personal and financial information.  68% would also consider switching given negative news (illegal activity, fines, etc.) about their current financial services firms (Makovsky)
  • 81% of financial firm executives agree increased regulations will improve their reputations and trust with customers faster (Makovsky)
  • 79% of Millennials are more likely to switch financial service providers because of cyber security; 75% would change due to reputation and lower fees (Makovsky
  • 69% of U.S. Millennials were more likely to report trust in financial institutions, a trust that was still missing compared to consumers ages 35 to 54 (59%) and 55 and over (54%) (Makovsky)
  • 79% of Millennials were more likely to change to an alternative digital financial services provider because of unauthorized access and theft of personal data (Makovsky)
  • 75% of Millennials were more likely to change to an alternative digital financial services provider because of negative news relating to their financial institution (Makovsky)
  • 76% of Millennials were more likely to change to an alternative digital financial services provider because of lower costs or fees, and 68% because of advanced and mobile technology for more helpful financial services (Makovsky)
  • Reasons U.S. Millennials’ lifestyle have been negatively impacted by the financial crisis: not able to save (33%), significant spending cut backs (29%) and financial hardships (27%) (Makovsky)
  • 49% of Millennials would be much more likely to consider banking and financial services from digital alternative providers like Google, Apple or Amazon is available, compared to consumers age 35 to 54 (37%) and age 55 and over (16%) (Makovsky)
  • 55% of respondents chose rewards as the most attractive feature of their preferred credit card (TSYS)
  • Of the total figure for all coalition loyalty programs (2.07 billion), 500.5 million belong to the banking sector (Finaccord)
  • Customers who are fully engaged bring 37% more annual revenue to their primary bank than do customers who are actively disengaged (Gallup)
  • The number of prepaid cards in the United States grew by nearly 50% from 2010 to 2014 (Colloquy)
  • 63% of consumers are influenced by rewards offered when choosing a new bank and credit card (Collinson Latitude
  • 32% of consumers prefer credit-card cashback programs (Exentus)
  • 24% of consumers prefer credit card rewards (Exentus)
  • New Call-to-action 92% of Millennials report being satisfied with their online banking experience at their primary bank, yet they also change banks more often than customers in other age groups (Accenture
  • 18% of Millennials said they switched from their primary bank in the past 12 months, compared with 10 percent of customers aged 35-54 and only 3 percent of people 55 and older (Accenture)
  • Local/community banks are the biggest “winners” in attracting millennials with a 5% migration (Accenture)
  • Large regional or national banks are the biggest “losers” with a millennial loss of 16% (Accenture)
  • Credit unions experienced a 3% growth in new millennial customers (Accenture)
  • 67% of millennials said that the traditional and digital banking experience they receive at their current bank is only somewhat or not at all seamless (Accenture)
  • 47% of millennials said they would like their bank to provide tools and services to help them create and monitor their budget (Accenture)
  • 48% of millennials said they would like their banks to offer video chat on their website or mobile/tablet application, compared to only 30% over 55 (Accenture)
  • 62% of retail banking executives think they are delivering excellent customer service but only 35% of retail customers agree - a 27% gap (IBM)
    Only 30% of customers believe they are receiving a personalized customer experience, while 45% of bankers indicate they think they are delivering on that promise (IBM)
  • 96% of bankers believe their customers trust them more than other non-bank competitors - yet only 70% of customers agree (IBM)
  • 48% of banks think they are doing a good job encouraging strong customer loyalty while only 35% of customers agree (IBM)
  • Bank executives believe social is key and 54% expect to foster social communities among customers and prospects in the future. But only 18% of customers expect to engage this way (IBM)
  • 75% of rewards program members are happy with their credit card's program (Bond)
  • 54% of consumers would not consider a credit card that did not have a good loyalty program (Maritz)
  • 36% of payment card program users claim they would not be loyal to the brand if not for the loyalty program benefits (Bond)
  • 56% of Millennials said they would leave their current bank for an account that didn’t automatically pay overdraft items for a fee (Saylent)
  • 54% of unbanked/underbanked consumers would switch to a financial institution that offered a product with no overdraft fees (Saylent)
  • 70% of mass market consumers would enroll in eStatements to get a cash reward or a better interest rate (Saylent)
  • Mobile banking is more likely to increase a customer's likelihood of recommending the bank than any other channel interaction (Bain)
  • 43% of consumers believe their bank does not know them (Cisco)
  • 82% of mobile banking app users are satisfied with their bank, compared with only 71% among those who do not use a mobile banking app (FICO)
  • 76% of the mobile app users are likely to recommend their bank, compared with only 67% of the non-users (FICO)
  • Chase had the highest level of consumer engagement for the Bank category (Brand Keys)
  • Wealthier customers give lower loyalty scores than people of modest means (Bain)
  • Credit card rewards participation declined by 10% in 2013 (Mercator)
  • One in three Millennials are open to switching banks in the next 90 days (Scratch)
  • All four of the leading Banks are among the ten least loved brands by Millennials (Scratch)
  • Only 1 in 10 consumers say financial services rewards programs offer an excellent service (Collinson Latitude
  • The average satisfaction score among those in a retail reward program was 4/5, compared to only 3/5 in the finance sector (Collinson Latitude)

Member and Subscriber Engagement & Loyalty Statistics

  • 31% of associations worldwide have a formal plan for measuring member engagement (Advanced Solutions International)
  • 66% of associations that measure member engagement have seen an increase in renewals (Advanced Solutions International)
  • 51% of associations that measure member engagement have seen an increase in web traffic (Advanced Solutions International)
  • 51% of associations that measure member engagement have seen an improvement in webinar/event attendance (Advanced Solutions International)
  • 45% of associations that measure member engagement have seen an improvement in social media participation (Advanced Solutions International)
  • 44% of associations that measure member engagement have seen an improvement in annual meeting attendance (Advanced Solutions International)
  • 26% of associations that measure member engagement have seen an improvement in organization volunteerism (Advanced Solutions International)
  • 23% of associations that measure member engagement have seen an improvement in non-due/non-membership fees revenue (Advanced Solutions International)
  • 22% of associations that measure member engagement have seen an improvement in membership upgrades (Advanced Solutions International)
  • 18% of associations that measure member engagement have seen an improvement in online community participation (Advanced Solutions International)
  • 17% of associations that measure member engagement have seen an improvement in the number of members who acquire or maintain a certification (Advanced Solutions International)
  • 11% of associations that measure member engagement have seen an improvement in donations (Advanced Solutions International)
  • 73% of association donors who volunteer are more likely to donate again (Abila)
  • 74% of association donors who attend an event are more likely to donate again (Abila)
  • 72% of association donors may stop donating because of unsatisfactory content (Abila)
  • 71% of association donors say personalized messages make them feel more engaged (Abila)
  • 15% of association donors say personalized messages creep them out (Abila)
  • 22% of association leaders say improving member retention is a top 2016 priority (McKinley Advisors)
  • 25% of association leaders cite developing new methods for member engagement as a top 2016 priority (McKinley Advisors)
  • 31% of associations report a retention rate of less than 85%, the lowest since 2012 (McKinley Advisors)
  • 65% of association leaders are concerned with membership retention in light of the current economic situation (McKinley Advisors)
  • 54% of association leaders say their association’s retention rate has stayed the same over the past 12 months (McKinley Advisors)
  • 16% of associations report that their attrition rate was higher than normal after their last dues increase; 60% note that it was about the same (McKinley Advisors)

B2B LOYALTY STATISTICS

  • 29% of B2B customers are fully engaged (Gallup)
  • 54% of B2B marketers said making customers more loyal was a leading business challenge, a 10% increase from the previous year (B2B International)
  • 28% of buyers rate their vendor relationship as “very good,” while 56% rate it “good” (LinkedIn)
  • 68% of B2B executives said customers are less loyal than they used to be (Bain)
  • Customers who are promoters of a company have an average lifetime value between 3 and 12 times that of detractors (Bain)
  2016 loyalty stats

Topics: Rewards Programs, Points and Miles Programs, Customer Incentives, Customer Loyalty Programs, Discount Programs, What is Loyalty?, Card-Linked Offers, Access Development, customer loyalty statistics, loyalty statistics, Consumer, loyalty programs, loyalty stats

Written by: Brandon Carter

Marketing Communications Manager for Access Development. Frequent blogger on customer engagement & loyalty, social media, and public relations.

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