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2018 Customer Engagement & Loyalty Statistics

By Ashley Autry | Updated on Feb 13, 2018 8:31:00 AM

What causes customers to disengage from brands? 
Conversely, what causes them to fall in love with a brand and never defect?
Do loyalty programs matter anymore? Are people just looking for freebies, handouts, and the lowest possible price?
These are questions we're all seeking answers to. 
We're here to help, and we're bringing data with us!
Just as we've done over the past several years, we're compiling every relevant piece of customer engagement and loyalty data publicly released this year. We'll add new data weekly, if not more frequently, so bookmark - or subscribe to our weekly email, which will highlight the most interesting and topical stats.
Of course, these stats plus stats from recent years can be found on our Ultimate Collection of Loyalty Statistics.
As always, we'll provide a link back to the original source of the data. If you have research you'd like us to include, feel free to drop it in the comments.

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2018 Customer Engagement & Loyalty Stats

  • Experiences that would make customers take their business elsewhere include unfriendly service (60%) and employees’ lack of knowledge (46%) (PwC)
  • 80% of consumers indicated they are more likely to do business with a company if it offers personalized experiences (Epsilon)
  • Consumers who believe personalized experiences are very appealing are 10x more likely to be a brand’s most valuable customer – those expected to make more than 15 transactions in one year (Epsilon)
  • Consumers who believe companies are doing very well on offering personalized experiences shop more than three times more frequently (Epsilon)
  • About 50% of all millennials say limited time offers are very enticing and something that they are on the lookout for (Coca-Cola)
  • Two-thirds of consumers think it’s important for brands to take a public stance on social issues (Sprout Social)
  • 47% of millennial women know their favorite brand’s origin story, 41% know who founded the brand and 40% follow the founder or someone affiliated with their top brands on social media (Merkle and Levo)
  • 57% of millennial women say that their purchase decisions are driven by a brand’s values and stance on issues that are important to them (Merkle and Levo)
  • Comments, customer ratings and reviews influence purchase decision for 84% of millennial women, and 62% report trying a brand based on recommendations from an influencer (Merkle and Levo)
  • 81% of millennial women think brands are designing products with their needs in mind, and 70% think brands listen and respond to their needs (Merkle and Levo)
  • The top 60% of millennial women spenders are 19% more likely to spend during a specific time frame and will spend 25% more than other segments of the U.S. population with the same spend rankings (Merkle and Levo)
  • 22% of consumers would leave for other brands after a creepy experience (InMoment)
  • Fast and direct communications about an order is the number one factor in winning the loyalty of millennials and baby boomers (Narvar)
  • Acquiring  a new customer is at anywhere from 5 to 25 times more expensive than retaining existing ones, and increasing customer retention rates by just 5% increases profits by 25-95% (Narvar)
  • 63% of Gen Z and Millennials agree they have many choices of where to shop, so a brand must show them loyalty to earn their business (Alliance Data)
  • 76% of Gen Z and Millennials only give brands two to three chances before they stop shopping them (Alliance Data)
  • 55% of older millennials said they rarely purchase something different if they like a brand, and 53% of younger millennials and 51% of Gen Z said the same thing (Alliance Data)
  • Loyalty consumers in the U.S. ranked fuel savings as their preferred loyalty currency (39%) over cash-back rewards (35%)  (Excentus)
  • 36% of consumers shop more frequently at stores where they can earn fuel savings (vs. 26% in 2016) (Excentus)
  • Memberships in fuel loyalty programs have risen 10% in the past two years, with 64% of Americans participating in a program that helps them save on the cost of gas (Excentus)
  • 20% of consumers reported shopping specifically at stores where they can earn rewards that help them save on the cost of fuel (Excentus)
  • 22% of consumers shop exclusively at a convenience store where they are a loyalty program member (Excentus)
  • Fuel savings drive higher consumer engagement as shoppers that earn and redeem fuel savings (30%) visit every few weeks or monthly vs. those who prefer cash-back (29%) (Excentus)
  • 73% of consumers say it is important to earn rewards that save on fuel when the price of gas rises, and 58% echoed the identical sentiment when the price of gas falls (Excentus)
  • 73% of customers say the best promotions are the ones that have discounted fuel with in-store purchases (Coca-Cola)
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2018 Loyalty Program / Loyalty Marketing Stats

  • Loyalty programs have a higher influence on Gen Z and Millennial consumer spend than on Boomers (66% vs 58%) (Bond)
  • Boomers tend to be more satisfied with their loyalty programs (49%) compared with Millennials and Gen Z (30%) (Bond)
  • Willingness to pay for enhanced benefits is significantly higher among Gen Z (47%) and Millennials (46%), as well as households with children (44%) and early technology adopters (69%) (Bond)
  • 63.1% of Millennials and 61.3% of Gen X view loyalty programs as important to them (AlixPartners)
  • 78% of consumers prefer to access rewards and incentives online and want them immediately, compared with 22% who want their rewards and incentives by mail (Virtual Incentives)
  • 65% of consumers view incentives and rewards as bonus money and don’t consider them part of regular income, even though 62% spend rewards on everyday purchases (Virtual Incentives)
  • 75% of consumers say they favor companies that offer rewards (Virtual Incentives)
  • Consumers spend 37% more with brands when they are a loyalty program member (Bond)
  • 87% of loyalty program members say they are open to having various details of their activity and behavior watched, monitored and traced in order to receive access to personalized rewards or engagements (Bond)
  • 85% of consumers find “alternative” currencies such as Wi-Fi access, an empty seat next to them on an airplane, quicker checkout lines for members only, and others to be highly valuable (Bond)
  • A growing number of consumers (37%, up from 30% in 2017), are willing to pay a fee for access to enhanced loyalty program benefits (Bond)
  • 95% of loyalty program members want to engage with brands through a mix of new, emerging, and growing tech, including augmented reality, virtual reality, card-on-file and more (Bond)
  • 85% of loyalty program members who have redeemed with their mobile phone say their experience was improved by that technology (Bond)
  • 31% of consumers (up 20% from last year) use their loyalty program’s mobile app to manage their rewards (Excentus)
  • 54% of U.S. loyalty program members said it’s frustrating when programs can’t be easily accessed on smartphones or when an app download is required (CodeBroker)
  • More than 50% of loyalty program members agreed that without easily accessible programs, rewards often go unused or expire because members aren’t aware they’ve accrued (CodeBroker)
  • 37% of loyalty program members prefer accessing loyalty program information via a periodic text message, 28% said a mobile app, 19% prefer desktop/laptop via website, 14% smartphone via digital wallet and 3% prefer Facebook messenger (CodeBroker)
  • 15% of loyalty program members favor loyalty program alerts, such as expiring rewards, through an app, 42% prefer email, and 32% text message notifications (CodeBroker)
  • Automatic, location-based offers when inside a store improved the experience for 83% of loyalty program members who have tried this functionality (Bond)
  • Instantly redeeming points for purchases at other merchants improved the experience for 84% of those who have done so (Bond)
  • Using Augment Reality to engage with a program improved the experience for 63% of loyalty program members (Bond)
  • Among those using card-on-file, 85% of loyalty program members say their experience improved (Bond)
  • Loyalty programs that establish positive emotional connections with members see 27% more of their membership increasing their spend with the brand (Bond)
  • Effective brand representatives drive 3.9X higher member satisfaction (Bond)
  • Only 21% of loyalty program members are prompted to use the program (Bond)
  • Only 20% of loyalty program members get help to make the most out of their membership (Bond)
  • Just 19% of loyalty program members say that brand representatives make them feel special and recognized (Bond)
  • The top five sectors in which spend increases when a consumer is a member of the loyalty program are Gas with a +99% spend increase, Hotel +82%, Drug Store +63%, Movie Theatres +61% and Grocery +57% (Bond)


2018 Retail Loyalty Statistics

  • 51% of U.S. retailers plan to provide offers/discounts exclusively for mobile app users in 2018 to positively affect sales growth (RetailMeNot)
  • 51% of U.S. retailers plan to offer loyalty programs to consumers in 2018 to positively affect sales growth (RetailMeNot)
  • Factors that shoppers deem as valuable when shopping in-store include: receiving promotional and sales information that is sent directly to their smartphone (34%) and mobile point of sale (30%) (HRC Retail Advisory)
  • About 29% of shoppers ranked in-store apps that would provide personal recommendations as an important store feature (HRC Retail Advisory)
  • 60% of consumers say purchasing products at the lowest price possible is most important to them when shopping online (Radial)
  • 40.7% of baby boomers indicated that price was more important than a loyalty program vs 22.5% of Millennials (Aruba)
  • 66.3% of Millennials indicate they are more likely to shop from stores where they are part of the loyalty program vs. only 33.3% of baby boomers (Aruba)
  • 60% of Americans make a conscious decision to visit a specific business because they know it has nice restrooms (Bradley Corp)
  • 43% of consumers said if an Amazon Go opened nearby, they would shop less at traditional c-stores (AlixPartners)
  • 57% of Costco members also pay for Amazon Prime (MoffettNathanson)


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2018 Travel Loyalty Statistics

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2018 Restaurant Loyalty Statistics

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2018 Bank & Financial Loyalty Stats

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2018 Member and Subscriber Engagement & Loyalty Stats

  • 15% of online shoppers have signed up for one or more subscriptions to receive products on a recurring basis (McKinsey & Co)
  • The subscription e-commerce market has grown by more than 100% a year over the past five years (McKinsey & Co)
  • The median number of subscriptions an active subscriber holds is two, but nearly 35% have three or more (McKinsey & Co)
  • Male shoppers are more likely than women to have three or more active subscriptions – 42% vs. 28% (McKinsey & Co)
  • 28% of curation and access subscribers said that a personalized experience was the most important reason for continuing to subscribe (McKinsey & Co)
  • For replenishment subscribers to continue subscribing, convenience (24%) was the most important consideration, though value for the money (23%) and personalized experiences (22%) were also important (McKinsey & Co)

2018 B2B Loyalty Stats

  • Brand marketers’ top priorities in 2018 are: customer experience (25%), brand awareness (18%), new customer acquisition (18%), customer retention/loyalty (17%) and engagement (15%) (Bynder and OnBrand)

Topics: customer loyalty

Written by: Ashley Autry

Ashley Autry is a Marketing Professional at Access Development. She's an expert proofer, gatherer of loyalty stats, research guru, writing queen, and overseer of various marketing projects.