Loyalty Statistics: The Ultimate Collection

By Brandon Carter | Updated on Jan 9, 2017 6:02:00 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

  • 25% of US consumers consider brand loyalty as something that impacts their buying behavior (Ernst & Young)
  • 78% of consumers are not loyal to a particular brand (Nielsen)
  • Only 27% of consumers see brand loyalty as important (The Marketing Store)
  • Building loyalty with 5% more customers would lead to an increased average profit per customer of between 25% and 100% (The Loyalty Effect)
  • A repeat customer spends 67% more than a new one (BIA/Kelsey)
  • “Fully engaged” customers deliver a 23% premium over the average customer in share of wallet, profitability and revenue (Cap Gemini
  • 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)
  • 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)
  • 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)
  • Millennials are 1.75x more likely than Boomers to say they’d like to be brand-loyal (Facebook)
  • 86% of consumers say loyalty is primarily driven by likeability; 83% say trust (Rare)
  • 26% of consumers mention the terms “trust” and “consistency” as an important element of brand loyalty (Rare)
  • 77% of people are considered brand loyal (Facebook)
  • 25% of Millennials are fully engaged customers (Gallup)
  • 89% of consumers say a great customer experience is key to driving brand loyalty (EConsultancy)
  • Value for money is a more important loyalty driver for Baby Boomers (70%) and Gen X (70%) than it is for Millennials (65%) and Gen K (61%) (Rare)
  • Women are 22.19% more likely than men to always buy the same product or services regardless of price, quality, convenience, or brand promise (Crowdtwist)
  • Men and women are loyal to specific brands, but 35.66% of men and 28.77% of women would consider other alternatives that offer better quality (Crowdtwist)
  • 35.03% of women and 32.95% of men would consider other alternatives to their preferred brand or product that offer a better price (Crowdtwist)
  • Personalization is a higher priority for driving loyalty for Generation K (54%) and Millennials (52%), than it is for Generation X (48%) and Baby Boomers (40%) (Rare)
  • Fun is an important loyalty driver with 64% of Generation K listing it as a priority compared with 60% of Millennials, 55% of Generation X and 44% of Baby Boomers (Rare)
  • 60% of U.S. consumers have not completed an intended purchase based on a poor customer service experience. That translates into an estimated $83 billion in lost sales for U.S. retailers (BI Intelligence)
  • It takes 12 positive customer experiences to negate the poor impression left behind from one unresolved, bad experience (BI Intelligence)
  • 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 US consumers change 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)
  • 15% of shoppers would give a brand or product a second chance after a poor experience (InReality)
  • 27% of small business owners estimate that 11-20% of first time customers don’t return to their business (Belly)
  • 45% of consumers maintained a consistent level of loyalty to the top 100 CPG brands in the U.S. from 2014-15 (Catalina)
  • 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 are willing to switch brands for the sake of using a coupon (GfK)
  • 26% of consumers say they shop more frequently at stores where they can earn rewards, 17% plan ahead to take advantage of rewards and promotions, and 14% shop only where they can earn rewards (Excentus)
  • 13% of consumers said the ability to earn more rewards or save more money would prompt them to switch brands or shop at a different store (Excentus)
  • 80% of shoppers would switch stores or brands when offered a compelling promotion (Market Track)
  • 49% of consumers will gladly switch brands for a coupon (GfK)
  • 63% of companies monitor customer retention (Experian)
  • 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 substantially more likely than Boomers to reuse a product or service after a problem is resolved (JD Power)
  • 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)
  • 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 (Excentus)
  • 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)
  • 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)
  • 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)
  • 81% of U.S. Gen Z consumers are willing to switch from their favorite brand if they find a similar product at higher quality (Interactions)
  • 62% of Millennials report that brand engagement is more likely to make them a loyal customer (USC Dornsife)
  • 91% of Millennials prefer brands associated with a cause vs. 85% U.S. average (USC Dornsife)
  • 28% of Millennials have participated in a boycott (Buzz Marketing Group)
  • 62% of Millennials said they tended to only ever buy a preferred brand, compared to just 54% of the wider population (American Express)
  • 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 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)
  • 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 poor experience and had their problem completely resolved were 84% less likely than silent shoppers to be at risk of decreasing their spend (LoyaltyOne)
  • 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)
  • 30% of corporate executives struggled with customer turnover or slowed revenue growth, and a similar percentage had increased discounts given (Lithium)
  • 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)
  • 85% of consumers say companies could have recognized & rewarded them for doing business with them (Accenture
  • 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)
  • 78% of consumers have bailed on a transaction because of a poor service experience (American Express)
  • 94% of customers who have a low-effort service experience will buy from that same company again (CEB)
  • 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
  • 82% of small business owners said that loyal customers were the main way they grow their business (Constant Contact)
  • 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)
  • 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)
  • 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)
  • Customers are willing to spend anywhere from 3% to 20% more on items from a business that engages with them through Twitter (Twitter)
  • Customers who receive responses on Twitter from a business are 30% more likely to recommend the brand to others, and 44% more likely to share their experience online and off (Twitter)
  • 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)
  • Roughly 1 in 5 U.S. mother internet users said they love a brand most because they’re getting a good value for their money (Collective Bias)
  • 2.3% of U.S. mother internet users said they loved a brand because it brings back fond memories (Collective Bias)
  • 1.4% of U.S. mother internet users said Advertising was the primary thing making them loyal (Collective Bias)
  • 3.4% of U.S. mother internet users said a company that is socially responsible was the primary thing making them loyal (Collective Bias)
  • 60% of millennials said that they are often or always loyal to brands that they currently purchase (Elite Daily)
  • 48.3% of U.S. mother internet users are loyal to a product brand; of these, 58.2% said the main reason they love a brand is because of quality and consistency (Collective Bias)

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Loyalty Program/ Loyalty Marketing Statistics

  • The loyalty management market is projected to grow from $1.68 billion in 2016 to $4.59 billion by 2021 (MarketsandMarkets)
  • 85% of loyalty program members prefer interacting with their favorite loyalty program online (Collinson Latitude)
  • 63% of loyalty program members believe having a wide range of rewards and offers is the most important aspect of a loyalty program (Collinson Latitude)
  • 80% of U.S. Gen Z consumers are willing to sign up for loyalty cards in exchange for deals/discounts (Interactions)
  • 70% of consumers do not sign up for a loyalty program due to the inconvenience and time required to complete registration (3Cinteractive)
  • Points accumulated for free merchandise or travel (47%) and automatic discounts at time of purchase (41%) are the top reasons for signing up for rewards (Vantiv)
  • 43% of consumers say rewards programs require too much spending to reach the next level of status, 36% say the points or rewards expire before they can use them, and 33% say it’s hard to use the rewards because of all the restrictions (Vantiv)
  • 29% of Millennials rated “too many programs to keep track of” as one of their top three things they dislike about rewards programs vs. 17% of Gen X’ers and 20% of Boomers (Vantiv)
  • 33% of Millennials dislike rewards programs because there are too many cards to carry (Vantiv)
  • 72% of consumers said they would be more likely to sign up for a loyalty program if the process was simplified by text message (3Cinteractive)
  • 19% of marketers listed loyalty acquisition as a primary objective for their 2017 mobile initiatives (3Cinteractive)
  • Consumers said that savvy shoppers (34.5%), followed by credit card companies (27%), brands (26%) and wealthy people (12%) benefit most from customer reward programs (Colloquy)
  • 60% of consumers believe in their reward programs (Colloquy)
  • 76% of consumers said they plan to make no changes in their level of participation in reward programs in 2017, while 12% said they’d participate more and 12% said they’ll participate less (Colloquy)
  • 57% of marketers intend to increase their customer loyalty budgets in 2016 (CrowdTwist)
  • 57% of brands indicate that they will increase loyalty program budgets in 2017 (CrowdTwist)
  • 38% of brands do not deem their current loyalty efforts as either a success or failure (CrowdTwist)
  • 26% of marketers that do not have formal loyalty programs indicated they are using informal methods to encourage loyalty (CrowdTwist)
  • 74.17% of women said they would refer a friend to a loyalty program that they participate in compared to 67.05% of men (Crowdtwist)
  • 76.82% of women and 73.84% of men are likely to shop with a brand that has a loyalty program (Crowdtwist)
  • 31% of marketers ranked “driving engagement” as the main focus of their loyalty program (CrowdTwist)
  • 88% of marketers say executing coordinated campaigns across channels is an important activity relevant to loyalty efforts (CrowdTwist)
  • While 63% of consumers participate in payments rewards programs, only 19% use rewards programs regularly (Accenture)
  • 84% of U.S. businesses use some form of non-cash incentive awards (Incentive Federation)
  • The most commonly used award program types were employee rewards (72%), corporate gifts (72%), sales rewards (60%), customer rewards (45%) and channel partner rewards (41%) (Incentive Federation)
  • Of the industries in which customers are most interested in redeeming their points, grocery stores are a runaway winner, with 38% of the vote. Rounding out the top three were travel (20%) and gas stations (18%) (Points)
  • 25.05% of women will share a post on social media to earn loyalty points compared to 14.92% of men (Crowdtwist)
  • 45.1% of Millennials use coupons and loyalty points to save money (CCG Consulting)
  • The 2015 spending on customer loyalty rewards was 16.1 billion (Incentive Federation)
  • Non-cash loyalty programs are used in 45% of firms (Incentive Federation)
  • Gift cards are the most prevalent form of reward in all programs, except customer loyalty. Trips and travel is used least often within customer loyalty (Incentive Federation)
  • Organizations increased their use of non-cash incentives by 36% from 2013 to 2015 (Incentive Federation)
  • 63.7% of small businesses plan on using a customer loyalty program in 2016 (Belly)
  • 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)
  • 68% of female vs. 60% of male loyalty program members are interested in earning rewards for non-purchase activities (Bond)
  • 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)
  • 31% of loyalty program members say they joined because it was low effort to sign up (Maritz)
  • 39% of loyalty program members feel that their program fits very well with what they expect from a brand (Bond)
  • 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)
  • 46% of consumers modify brands they buy to maximize the loyalty benefits (Maritz)
  • 70% of consumers modify when and where they purchase from in order to maximize points (Bond)
  • 67% of consumers would modify the brands/companies they purchase from in order to maximize points (Bond)
  • 66% of consumers modify amounts they spend to maximize points (Bond)
  • 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 have a positive or very positive impact on their brand loyalty (Vibes)
  • 66% of smartphone users 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)
  • 74% of Baby Boomers, 58% of Gen X and 41% of Millennials claim they would be encouraged to spend with a brand that has a loyalty program (ICLP)
  • 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 versus 53% of Gen X’ers and 46% of baby boomers (Colloquy)
  • Millennials are 2.2 times more willing than boomers to pay a premium for products and services if they can also earn loyalty and reward points (Bond)
  • 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. By comparison, just 7% of baby boomers stayed with a program for those reasons (Colloquy)
  • 59% of Millennials value loyalty programs that offer special services like concierge (Bond)
  • 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% of consumers belong to up to 10 loyalty programs (Cognizant)
  • Consumers belong to an average of 13.4 loyalty programs, but are active in only 6.7 (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)
  • 75% of consumers say loyalty programs are part of their relationship with brands (Bond)
  • 86% of members agree loyalty programs are definitely worth the effort (Bond)
  • 83% of members agree that loyalty programs make them more likely to continue doing business with certain companies (Bond)
  • 42% of members are very satisfied with the loyalty program enrollment experience (Bond
  • 44% of loyalty program members are satisfied (Bond)
  • 45% of members are very satisfied with their entertainment loyalty program experience (Bond)
  • 31% of members are very satisfied with their consumer packaged goods loyalty program experience (Bond)
  • 73% of loyalty program members are more likely to recommend brands with good loyalty programs (Bond)
  • 28% of loyalty program members feel very satisfied that they get a personalized experience (Bond)
  • 10% of loyalty program members follow a loyalty program on social media (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)
  • More than 50% of software-as-a-service (SaaS) professionals planned to increase customer retention-related spending (Totango)
  • 32% of Executives believe referrals and recommendations from existing customers is the most important benefit of customer retention; driving incremental purchase from existing customers (19%); reduction of marketing costs (16%); increased revenue per customer over time (14%); predictable revenue (10%); and profitable revenue (9%) (Forbes/Sailthru)
  • 45% of media executives said the lack of a cross-channel reader experience was a key problem, while another 35% mentioned a lack of technologies to enable them to attain repeat or loyal customers (Forbes/Sailthru)
  • Brands that upped their spend on customer retention over the past one to three years drove a 200% higher chance of growing their market share (Forbes/Sailthru)
  • Management teams at companies that focus on retention are twice as likely to understand the impact of customer lifetime value on revenue and growth (Forbes/Sailthru)
  • Companies focused on retention are nearly 50% more likely to consider projected long-term profitability growth when making decisions about customer strategy (Forbes/Sailthru)
  • Companies see a return of $3 for every $1 invested in the customer experience (Avanade)
  • 58% of companies have seen increased customer satisfaction over the last 12 months, 37% have seen improved sales cycles (Avanade)
  • 45% of companies have seen an increase in customer loyalty as a result of investing in the customer experience (Avanade)
  • 73% of Marketing and IT decision makers agreed that customer loyalty is lost without a focused brand experience (Sitecore)
  • 44% of digital marketers said they will somewhat increase loyalty budgets, and 13% plan to significantly (CrowdTwist)
  • 4% of digital marketers said they anticipate lowering investment in loyalty programs (CrowdTwist)
  • 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)
  • 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 Generation X (10%) and Baby Boomer (8%) 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 (Cap Gemini)
  • 77% of transaction-based loyalty programs fail in the first two years (Cap Gemini)
  • 25% of loyalty programs reward customers for some form of engagement (Cap Gemini)
  • 11% of loyalty programs offer personalized rewards based on a customer’s purchase history or location data (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)
  • 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)
  • 53% of young Millennials said reward programs are rigged, a 29% increase over the general population (Colloquy)
  • 37% of older Millennials said reward programs are rigged (Colloquy)
  • 59% of consumers say customer reward programs are not rigged, while 41% say that points, miles and cash back programs are rigged (Colloquy)
  • 72% of consumers would like better access to rewards online and 78% the ability to redeem their rewards more easily (Collinson Latitude)
  • 31% of consumers agreed they were receiving a great service from their loyalty 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 (Exentus)
  • 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)
  • 9% of companies support reward redemption across all channels (Cap Gemini)
  • 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)
  • 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)
  • 65% of consumers said recieving rewards 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 an 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 and 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)
  • 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)
  • 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% of consumers 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, 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)
  • Over 20% of loyalty program members have never made a redemption (Bond)
  • Non-redeemers are 2.3 times more likely to defect than recent redeemers (Bond)
  • 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 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)
  • 59% of people would be more likely to join a loyalty program that offered a smartphone app (TechnologyAdvice)
  • 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)
  • % 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)
  • 94% of senior executives feel that keeping customers for life is a priority within their business (Forbes)
  • 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)
  • 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% of consumers are unhappy with the reward options offered by their favorite brands (Colloquy)
  • 48% of consumers have experienced frustration during the reward redemption process (Colloquy)
  • 90% of consumers 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)
  • 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)
  • Members of a loyalty program are 40% more likely to click “open” on promotional emails (Merchant Warehouse)
  • 36% of Americans take part in brand loyalty programs (Hotels.com)
  • 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)
  • 84% of marketers report personalization impacts customer retention and loyalty (Exact Target)
  • Almost 16% of shoppers choose their supermarket because they like its loyalty program (Cint)
  • 37% of members strongly agree their consumer packaged goods loyalty programs are trustworthy (Bond)
  • 36% of members strongly agree their entertainment loyalty programs are trustworthy (Bond)

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Retail/Shopping Loyalty Statistics

  • 40% of retailers offer loyalty apps (PointSource)
  • 43% of retailers track loyalty mobile metrics (PointSource)
  • 57% of retailers offer mobile coupons (PointSource)
  • 91% of global online shoppers reported that they are a member of a loyalty/reward program (PWC)
  • Top 3 benefits global online shoppers said they received from their loyalty/reward programs: member-only discounts (70%), collecting reward points (61%), and free shipping (58%) (PWC)
  • 72% of global consumers agree that, all other factors equal, they’ll buy from a retailer with a loyalty program over one without (Nielson)
  • 66% of global consumers say they belong to one or more loyalty programs (Nielson)
  • 74% of global loyalty program participants agree that loyalty programs make them more likely to continue doing business with a company, and 67% agree they shop more frequently and spend more at retailers with loyalty programs (Nielson)
  • 68% of consumers expect loyalty points for spending time in store and repeat visits (Capgemini’s Digital Transformation Institute)
  • 60% of global online shoppers say they shop at their favorite retailer because the prices are good, items wanted are in stock (32%), and they trust the brand (32%) (PWC)
  • 56% of Millennials say they shop at their favorite retailer because their prices are good, brand affinity (33%), reliable delivery (25%), and an easy-to-use website or mobile site (23%) (PWC)
  • 66% of global consumers agree they’d shop more at online retailers if they provided loyalty benefits similar to those of traditional in-store retailers (Nielson)
  • 67% of shoppers said they will purchase items from different stores or websites to get the lowest price, and 72% said they would be enticed by promotions or coupons to shop at a store they have not used in the last year (Accenture)
  • 93% of shoppers who sign up for a loyalty program said special promotions influence their decision to sign up (CFI Group)
  • 44% of shoppers are more interested in brands tailoring content for coupons based on location and 31% on images (Episerver)
  • 21% of shoppers are more likely to purchase again from brands that do more to personalize their digital experience than those that do not, and 17% are more loyal (Episerver)
  • 54% of shoppers said they are open to sharing personal information and shopping preferences with retailers in order to receive personalized offers, compared to 51% last year, and 33% in 2014 (Accenture)
  • The factors most likely to entice shoppers to share personal data are discounts or coupons (78%), loyalty card points (52%) and highly relevant promotions (47%) (Accenture)
  • Once in-store, more than 80% of consumers use their mobile phones to compare prices on other retail sites and social networks, and see if stores have online coupons or loyalty programs (Crowdtap)
  • Post-purchase, 47% of consumers will use the retailer’s site or social networks to write a review. Of these shoppers, 68% will purchase from the same brand again within 3 months (Crowdtap)
  • Retailers and publishers that increased their spending on retention in the last 1-3 years had a near 200% higher likelihood of increasing their market share in the last year over those spending more on acquisition (Forbes/Sailthru)
  • 46% of retailers currently offer mobile coupons or mobile checkout and say it works well (PointSource)
  • 59% of shoppers stated they would be encouraged to shop more with a brand if it had a loyalty scheme (ICLP)
  • More than 50% of all shoppers would be encouraged to shop more frequently or spend more with a brand if they received discounts on future purchases (ICLP)
  • 43% of global online shoppers said interaction with their favorite brands on social media made them respect/value the brand more (PWC)
  • 80% of emerging markets online shoppers who have had interactions on social media valued the brand more, while just 47% of established markets online shoppers valued the brand more after social media interactions (PWC)
  • 59% of retailers plan to utilize brand advocacy/social media endorsement as a source for identifying their most valuable customers within three years (Boston Retailer Partners)
  • 59% of retailers utilize social media comments as a means of measuring customer satisfaction (Boston Retailer Partners)
  • 19% of consumers said they would stop shopping at a retailer that had been a victim of a cybersecurity hack, even if the company took the necessary steps to remediate the issue (KPMG)
  • 33% of consumers indicated that fears of further exposure of their personal information would prevent them from shopping at a breached retailer for at least three months (KPMG)
  • Members of retailers’ loyalty programs generate between 12% and 18% more revenue for retailers than those who do not belong (Accenture)
  • Loyalty programs are most influential for consumers when shopping at mass merchandisers (55%) and least influential at office supply retailers (24%) (Berkeley Research Group)
  • 65% of women have used a grocery store loyalty program in the last three months vs. 50% of men (Vantiv)
  • U.S. internet users for whom loyalty programs will be influential when deciding where to shop during the 2016 holiday season: department stores (48%), electronics retailers (43%), club stores (37%), drug stores (35%), apparel retailers (33%), sporting goods retailers (25%) (Berkley Research Group)
  • The biggest reason consumers leave a store without making a purchase is that they couldn’t find what they were looking for (60%) and the high price (51%) (Berkeley Group)
  • While retailers can woo 91% of shoppers to spend more if they offer free shipping, 81% of consumers will shop at a competitor if a product is backordered or out-of-stock (Radial)
  • 51% of consumers will stop shopping with a retailer that delivers their order later than expected (Radial)
  • Lacking produce availability has prompted 20% of shoppers to stop shopping with a retailer and 31% to stop shopping with online retailers (Blue Yonder)
  • 70% of purchase decisions are made in front of the shelf, so if your product is out of stock, you’re out of luck (Nielson)
  • 37% of consumers purchase another brand when their favorite brand is out of stock, while 21% visit another store (Nielson)
  • 49% of American adults say they would shop more at a retailer that offers a wider selection of multicultural products (The Harris Poll)
  • 59% of consumers 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)
  • 31% of global online shoppers have accessed a coupon/promotional code on their mobile/smartphone whilst in-store and 21% have accessed loyalty/reward programs in-store (PWC)
  • 36% of Millennials have accessed a coupon/promotional code on their mobile/smartphone whilst in-store vs. 26% of other age groups, and 23% of Millennials have accessed loyalty/rewards programs in-store vs. 18% of other age groups (PWC)
  • 51% of global loyalty program participants say product discounts are among their three most valued benefits, followed by rebates & cash back (45%), free products (33%) and free shipping (32%) (Nielson)
  • 81% of global loyalty program participants say it’s appealing to earn rewards regardless of whether or not a purchase was made in-store, on a website or mobile device (Nielson)
  • 79% of global loyalty program participants say it’s appealing to be able to choose among several types of rewards (79%) (Nielson)
  • 57% of Baby Boomers say product discounts are among their three most valued benefits, followed by rebates & cash back (54%), free products (33%) and free shipping (34%) (Nielson)
  • 77% of global loyalty program members find personalized promotions based on past purchases appealing, as well as the opportunity to earn bonuses by doing a specified activity (76%) (Nielson)
  • 67% of global loyalty program members say integration with a mobile payment system is appealing, so they can automatically earn and use rewards when they use a mobile wallet (Nielson)
  • 67% of global loyalty program members say points or rewards for referrals is appealing, as well as tiered programs with exclusive rewards for customers in a particular level or status (60%) (Nielson)
  • 62% of global loyalty program members say points or rewards for sharing products and pages on social networks is appealing, as well as a store-specific loyalty program mobile app (60%), and integration with third-party apps that consolidate loyalty program information (51%) (Nielson)
  • 80% of Millennials find points or rewards for purchases made in-store, on a website or mobile device appealing, as well as the ability to choose among several types of rewards (81%), and opportunities to earn bonuses by doing some specified activity (81%) (Nielson)
  • 48% of Millennials say product discounts are among their three most valued benefits, followed by rebates & cash back (41%), free products (33%) and free shipping (32%) (Nielson)
  • 79% of Baby Boomers find points or rewards for purchases made in-store, on a website or mobile device appealing, as well as the ability to choose among several types of rewards (75%), and personalized or promotional offerings (70%) (Nielson)
  • 22% of customers claim suggestions based on past purchases drive their loyalty (ICLP)
  • 25% of consumers are likely to spend more in a retail store where they are greeted by name and made to feel like a valued customer (ICLP)
  • Companies that are able to send receipts via email get more repeat visits from consumers, as this is something 24% of consumers stated would lead them to shop more frequently with a retailer (ICLP)
  • 13% of consumers will choose retailers that offer money-can’t-buy experiences or a stylist to advise on purchase over those that don’t offer personalized benefits (ICLP)
  • 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)
  • 66% of online consumers said a poor delivery experience could prompt them to hit another ecommerce retailer (Convey)
  • 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)
  • 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)
  • Less than half of retailers feel their company pricing strategies are building customer loyalty (Precima)
  • 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)
  • 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)
  • 45% of loyalty program members are very satisfied with their retail program experience (Bond 
  • 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)
  • 47.6% of Millennial shoppers say they feel most valued by retailers who reward them with loyalty points (Cue Connect)
  • 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)
  • Rewards that help consumers save on the cost of gasoline ranked #1 in 2016 as the most popular loyalty program currency, with 37% of consumers preferring fuel discounts over credit card rewards, coupons, retailer points and instant discounts at the cash register (Excentus)
  • Consumers say they prefer fuel-saving rewards because they like saving money any way they can (39%) and they like earning rewards from everyday purchases made (23%) among a variety of retailers (Excentus)
  • 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
  • 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)
  • 89% of millennials indicate they would be more loyal to retailers offering the benefits they want most (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)
  • Top loyalty program metrics cited by retailers: membership growth rates (45%), share of transactions by members (42%), retention rate (40%), customer long-term value (37%), number of transactions per year (36%), reward redemptions (32%), campaign response rates (27%), ROI (19%)  and customers engaged socially (16%) (Accenture)
  • Fewer retailers are focused on engagement metrics such as number of reward redemptions (32%), campaign response rates (27%) and customers engaged socially (16%) (Accenture)
  • Less than 1 in 5 retailers focus on ROI as a key metric of success for their loyalty program (Accenture)
  • Top loyalty program challenges cited by retailers: Keeping up with the underlying technology or investing enough in technology (40%), keeping up with competing loyalty programs (33%), managing the liability and financial complexity of the program (33%), and having enough people and the right kind of talent required for today’s loyalty programs (30%) (Accenture)
  • 71% of retailers say their loyalty program is differentiated from those of their competitors (Accenture)
  • 52% of Gen Z consumers will transfer loyalty from one brand to another if the brand’s quality is not up to par (IBM)
  • 66% of Gen Z consumers say product quality and availability are the most important factors when choosing one brand over another; 65% focus on value (IBM)
  • 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% of consumers said they're more likely to visit the website of a retailer with a loyalty program (Neilsen)
  • 61% of Millennials have ditched one of their favorite brands for another (GT Nexus)
  • 67% of U.S. Millennials admit to having switched one of their favorite brands in the last 12 months (GT Nexus)
  • 49% of consumers cite quality problems and 44% cite issues with product availability as the two biggest reasons for switching from one of their favorite brands to another (GT Nexus)
  • 32% of consumers would turn on a brand if it doesn’t treat or pay its workers fairly (GT Nexus)
  • 27% of consumers would switch brands if the product isn’t environmentally friendly (GT Nexus)
  • The lack of a strong social media presence (9%), the lack of a mobile app (7%) or the lack of a cool website (7%) don’t compel millennials to turn on their favorite brands (GT Nexus)
  • 6% of Millennials cited absence of social media or a poor website experience as reason for switching brands (GT Nexus)
  • 5% of Millennials cited the lack of a mobile app as reason for switching brands (GT Nexus)
  • 40% of Millennials cited product quality or the unavailability of a brand in-store or online as primary reasons for dumping a brand for a competitor (GT Nexus)
  • 47% of Millennials cited the importance of providing ethically sourced and environmentally-friendly products as reasons for switching apparel brands (GT Nexus)
  • 75% of consumers would switch brands if offered real-time discounts and promotions that were delivered to their smartphones while shopping (AisleBuyer)
  • 68% of consumers 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% of consumers are loyal to the women’s apparel brands they wear (The Marketing Store)
  • 54% of consumers are loyal to their favorite grocery store (The Marketing Store)
  • 26% of consumers consider retailers’ loyalty programs worth joining (Cognizant)
  • 65% of millennials, 62% of Gen Xers, 45% of young baby boomers, 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% of consumers 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; 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)
  • 27% of shoppers affected by an incorrectly identified fraudulent charge said they will no longer shop with that retailer (CFI Group)
  • 40% of shoppers affected by an incorrectly identified fraudulent charge indicate they will be hesitant to order from that retailer again (CFI Group)
  • 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)
  • A Facebook fan of a brand will spend 50% more over time than those who are not (Collective Bias)
  • Facebook fans bought 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)
  • 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% of consumers are “very satisfied” with their c-store/gas station loyalty program (General Mills)
  • 64% of consumers participate in a grocery loyalty program (General Mills)
  • 52% of consumers 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)
  • 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 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)
  • 66% of consumers said they saw “no evidence” that stores they visit regularly know them as a consumer (Periscope)
  • 27.5% of retailers report that customer loyalty increased due to deploying in-store customer WiFi (EarthLink Holdings)
  • Almost half of consumers feel indifferent when it comes to loyalty towards their chosen supermarket (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)
  • 62.7% of consumers base their supermarket choice on price, 54% on location, 46% on quality (Cint)
  • 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)
  • 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)
  • An integrated loyalty program is the #6 feature restaurants look for when upgrading restaurant POS systems (Toast)
  • Loyalty signup rates increase by 1,000% when the loyalty program is integrated with the customer’s credit card and the buying experience (Toast)
  • 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)
  • 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" 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)
  • Restaurants have 54.8 million loyalty program members, 107% increase (Colloquy)
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Mobile/Online Loyalty Statistics

  • People who use Facebook more than five times a day are 1.25x more likely to be Brand Loyalists than people who use Facebook at least once a month. The same is true for Instagram (1.26x) (Facebook)
  • 64% of enterprise mobile marketers said that their top priority for mobile apps is to enhance the customer experience and drive customer loyalty (FollowAnalytics)
  • 48% of consumers cited SMS as their preferred means of receiving loyalty messages, followed by email (22%) and app notifications (20%) (3Cinteractive)
  • 21% of brand marketers are using SMS for loyalty program communications (3Cinteractive)
  • 28% of marketers reported using mobile wallet as their primary channel for loyalty messaging and 21% citing SMS and push notifications (3Cinteractive)
  • 94% of smartphone users that currently use a mobile wallet said they are likely to save personalized mobile wallet offers and coupons, and 82% agree that digital coupons are much more convenient than their paper counterparts (Vibes)
  • Mobile wallets are now among the top 4 ways consumers prefer to stay updated on sales, offers and coupons (Urban Airship)
  • The top 3 mobile wallet items consumers have used the most are loyalty cards, coupons and boarding passes (Urban Airship)
  • 84% of Millennials and 80% of adults with household incomes of $60k+ are more likely to use mobile payments if loyalty rewards and discounts are automatically applied (Urban Airship)
  • If adults receive expiration reminders via mobile wallet, 64% are more likely to use the coupon (Urban Airship)
  • 67% of U.S. adults and 58% of U.K. adults are likely to visit a store if they receive coupon expiration reminders when they’re close to a store (Urban Airship)
  • 69% of adults are more likely to use their loyalty card if it’s on their phone (Urban Airship)
  • 73% of adults are more likely to join a loyalty program if points and rewards are automatically updated and immediately visible on mobile wallet loyalty cards (Urban Airship)
  • 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)
  • 57% of members want to engage with loyalty programs on a mobile device (Bond)
  • Millennials rely on mobile apps (33%), smartphones/tablets (27%) or wearable devices (7%) to check their rewards status (Excentus)
  • Nearly 40% of "digital native" Millennials rely on mobile apps to track and redeem their rewards, while across all age groups, the use of plastic membership cards dropped by 4% during 2016 (Excentus)
  • 33% of members say they visited the program’s website in the past year (Bond
  • 50% of loyalty program members don't know if there is a mobile app to compliment their loyalty program (Bond)
  • 62% of women vs. 52% of men would like to engage with programs on a mobile device (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)
  • 57% of consumers are interested in using their mobile device to check their points balances, redeem reward points (55%), find a location/store (54%), and browse reward options (54%) (Bond)
  • 31% of loyalty program members, but only 15% of all U.S. online adults, will use a brand’s mobile app (Forrester)
  • 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 (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)
  • 94% of customers indicated that they would use mobile wallets more often if they were able to earn and redeem loyalty rewards through the platform (Points)
  • 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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  • $48 billion worth of points and airline miles are unredeemed (Maritz)
  • 75% of travelers are willing to share personal information in exchange for tailored promotions, coupons, priority service or loyalty points (Zebra Technologies)
  • 46% of loyalty program members said they like the ability to earn points on everyday spending with their airline loyalty program (Collinson Latitude)
  • 47% of loyalty program members said they like the ability to earn points on everyday spending with their hotel loyalty program (Collinson Latitude)
  • 75% of U.S. consumers would be open to using a site operated by a loyalty program if it allowed easy itinerary adjustments (Colloquy)
  • 83% of U.S. consumers would be open to using a site operated by a loyalty program if it were easy to use (Colloquy)
  • 69% of U.S. consumers would be open to using a site operated by a loyalty program if it allows for paying all travel expenses with loyalty points (Colloquy)
  • 59% of U.S. consumers would be open to using a site operated by a loyalty program if it had a mobile app (Colloquy)
  • 69% of U.S. consumers would be open to using a site operated by a loyalty program if it provides info about planned travel destinations (Colloquy)
  • 64% of U.S. consumers would be open to using a site operated by a loyalty program if it kept track of travel preferences (Colloquy)
  • 56% of U.S. consumers would be open to using a site operated by a loyalty program if it provided personalized travel recommendations (Colloquy)
  • 53% of U.S. consumers would be open to using a site operated by a loyalty program if it offered customization of in-flight amenities (Colloquy)
  • 76% of business travelers said they would extend their business trips for leisure if their hotels offered discounts for additional nights or the chance to have a friend or family member join at a discounted rate (Colloquy)
  • 92% of business travelers cited ease of redemption gets their attention, 84% cited convenience of schedule holding appeal and 73% cited ability to personalize in-flight services (Colloquy)
  • 81% of business travelers cited a higher level of service as having an impact on their evaluation of a loyalty program (Colloquy)
  • 19% of consumers would skip their plans if they were to encounter added charges when booking with loyalty points (Colloquy)
  • 29% of men have used an airline rewards program in the last three months vs. 20% of women (Vantiv)
  • 40% of passengers picked their airport based on the airport loyalty program (ICLP)
  • When choosing an airport, Generation X (44%) and Millennials (41%) are much more influenced by airport loyalty programs than Baby Boomers (31%) (ICLP)
  • 80% of U.S. airline loyalty program members are inactive (Skift)
  • 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% of travelers think 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 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)
  • 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)
  • 48% of Millennials report loyalty programs are important when booking flights and 51% say they use them when booking hotels (Diamond Resorts)
  • 84% of US Millennials prioritize price over airlines when choosing a flight (ADARA)
  • 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)
  • Major hotels chains increased loyalty program members in 2015 by 13.1% compared with 2014 (Skift)
  • 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)
  • 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)
  • 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 than younger (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 interested in a corporate loyalty program that rewards companies through various discounts and perks (GBTA)
  • 72% of Travel Managers are 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 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 in their loyalty programs like 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)
  • 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 they would be less likely 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)
  • Uses for points in the IHG program: accommodations (70%), hotel upgrades (32%) and booking an extra week on an existing vacation (24%) (IHG)
  • HHonors members accounted for 52% of Hilton of room nights in 2015 (Skift)
  • Wyndham’s active membership percentage increased nearly 25% from 2013 to 2015 (Skift)
  • InterContinental Hotels Group’s IHG Rewards Club is the world’s largest hotel loyalty program with more than 92 million members as of December 31, 2015 (Skift)

member benefits

Bank Loyalty Statistics

  • 52% of loyalty program members said they like the ability to earn points on everyday spending with their retail banking loyalty program (Collinson Latitude)
  • 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)
  • 73% of Americans say rewards are one of the most important factors when choosing a credit card (NerdWallet)
  • 57% of consumers participate in grocery rewards and 56% participate in credit card rewards (Vantiv
  • Consumers prefer credit card rewards (37%) over grocery store rewards (18%) (Vantiv)
  • 42% of Baby Boomers participate in credit card rewards and 22% of retirees participate in grocery rewards (Vantiv)
  • Nearly 60% of consumers belong to grocery store and credit card rewards programs and use them at least once every three months (Vantiv)
  • Millennials ages 25-34 are 2-3 times more likely to close all accounts with their primary financial institution than people in other age groups (FICO)
  • Millennials are 2 times more likely this year than last year to close all accounts and switch banks (FICO)
  • 45% of Millennials ages 25-34 and 36% of Millennials ages 18-24 cited high fees as a reason for switching banks (FICO)
  • A negative experience related to a missed payment was the number 2 reason for Millennials ages 25-34 to switch banks (FICO)
  • Inconvenient branch locations and too few ATMs tied as the number 3 reason Millennials (age 25-34) switch banks (FICO)
  • Younger Millennials reported switching banks due to a negative fraud-related experience (FICO)
  • 16% of Millennials (age 25-34) are considering opening an everyday banking product with an online-only bank within the next year (FICO)
  • 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)
  • 51% of U.S. consumers ages 18-34 say they’d be happier if their banks understood them better compared to just 27% of those ages 35+ (NGDATA)
  • Less than 30% of consumers believe that offers from their banks are customized for their individual needs (NGDATA)
  • 32% of consumers cited easy-to-use online services as the most important factor when interacting with their bank (NGDATA)
  • 42% of consumers don’t believe that any financial service provider understands them (NGDATA)
  • 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 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)
  • 42% of consumers identify failure to protect their personal data as the biggest threat to a financial firm’s reputation (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)
  • 77% of financial firm executives are concerned about losing customers to companies 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 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)
  • 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 consumers 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)
  • 54% of bank customers want their financial institution to locate discounts on purchases for them (Accenture)
  • 38% of bank customers rate good online banking services as the top reason they stay with their bank (Accenture)
  • 79% of bank customers said they would make more mobile payments if their financial institution offered discounted pricing and/or coupons based on past purchasing behaviors (Accenture)
  • 78% of bank customers said they would increase their mobile usage if they received rewards points (Accenture)
  • 54% of bank customers said they would make mobile payments if their FI offered discount pricing or coupons, and 53% would increase usage in exchange for rewards points (Accenture)
  • 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% of customers aged 35-54 and only 3% 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)
  • 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)
  • 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)
  • 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

B2B LOYALTY STATISTICS

  • 29% of B2B customers are fully engaged (Gallup)
  • B2B customers with high customer engagement scores achieve 50% higher revenue/sales, 34% higher profitability and 55% higher share of wallet (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)
  • 55% of B2B marketers say improving customer engagement is a top priority for content marketing programs (Ascend2)
  • Increasing engagement rates is the top goal for 54% of email marketers followed by increasing customer acquisition (48%) and improving email personalization (43%) (Ascend2)
  • 51% of marketing professionals said that email list segmentation is the most effective email marketing tactic for them (Ascend2)
  • 46% of inbound marketers and 45% of outbound marketers said increasing revenue derived from existing customers is a marketing priority at their company (Hubspot)
  • 44% of US marketing executives said customer retention was a customer-related metric they expected to increase in the next 12 months (Duke)
  • 32% of US marketers said customer loyalty was their top strategic strategy priority (Clutch)
  2016 loyalty stats

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

Written by: Brandon Carter

Brandon is a writer and marketer for Access Development. He's a frequent blogger on customer and employee engagement & loyalty, consumer trends, and branding.

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