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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

  • Discounts and coupons came in as the top-ranking tactic for driving loyalty with 61% of consumers saying they use them (Expedia Affiliate Network)
  • Customers that continue to support your brand over time will spend 67% more than new customers (Edelman)
  • 60% of customers will tell friends and family about a brand they’re loyal to (Yotpo)
  • 39.4% of customers will spend more on a product even if there are cheaper options elsewhere (Yotpo)
  • Just over 90% of consumers considered themselves equally or more brand-loyal than they were a year ago (Yotpo)
  • Nearly 80% of consumers said it took at least three purchases for them to consider themselves loyal and 37% said they weren’t loyal until they had made at least five purchases (Yotpo)
  • 55% of consumers said the dominant loyalty factor was product quality and 25% said great sales/deals (Yotpo)
  • 51% of consumers said poor product/quality might lose their loyalty and 23% said poor customer service (Yotpo)
  • 64% of consumers said fair pricing motivates them to try a new brand, followed by free shipping (61%), reviews (57%), word of mouth (46%), great shopping/buying experience (37%), loyalty perks/rewards (35%), ads (15%) and influencer endorsement (4%) (Yotpo)
  • 51% of 18-21 year-olds said they would like to try out different items even when they know there’s one they like (Morning Consult)
  • 67% of Gen X and 75% of boomers said that when they find a product they like, they buy it over and over again (Morning Consult)
  • Boomers said they stopped buying from a brand because the quality of products or services went down (24%), prices went up (17%) and some had customer service issues (14%) (Morning Consult)
  • Younger consumers were more likely to stop buying from a brand because of quality (32%), price (19%) and customer service issues (19%) (Morning Consult)
  • 56% of U.S. internet users have some brand preferences that they will look at first, but will usually consider alternatives (Morning Consult)
  • 29% of U.S. internet users that make $100K+ tend to be loyal to specific brands and largely buy from them repeatedly vs. 18% of those that make $50K-$100K and 18% of those that make under $50K (Morning Consult)
  • 59% of U.S. internet users that make $100K+ have some brand preferences that they will look at first, but will usually consider alternatives vs. 64% of those that make $50K-$100K and 52% of those that make less than $50K (Morning Consult)
  • 55% of consumers said they use both digital and paper coupons (Inmar)
  • 53% of consumers expressed a desire for all coupons to be digital (Inmar)
  • 63% of consumers would increase the amount of coupons used while shopping if the offers were available online (Inmar)
  • 53.2% of adults will use digital coupons this year, an increase of 3.3% over 2017 (Inmar)
  • 82% of consumers who rely on digital coupons while shopping redeem the offer within a week and 30% apply it less than 24 hours after receiving it (Inmar)
  • 43% of shoppers miss out on savings because they forget to redeem digital coupons at checkout (Inmar)
  • Experiences that would make customers take their business elsewhere include unfriendly service (60%) and employees’ lack of knowledge (46%) (PwC)
  • 76% of customers felt that receiving personalized discount offers based on their purchase history was important (LoyaltyOne)
  • 41% of shoppers are open to having retailers know their purchase history if they trust the brand (Euclid)
  • 35% of shoppers feel comfortable sharing their purchase history if they have previously made a purchase from that retailer (Euclid)
  • 52% of Americans said they would let a retailer know their purchase history in exchange for coupons or other promotional discounts (Euclid)
  • 38% of companies said they currently give customers personalized offers or promotions via their mobile app and 48% engage with customers via email during the pre-purchase phase (LoyaltyOne)
  • Promotions are the #1 driver for consumers to use their mobile wallet (Vibes)
  • 27% of consumers said they would adopt mobile wallet if it would make their life easier by organizing things like offers, loyalty cards or airline boarding passes (Vibes)
  • 61% of consumers subscribe to mobile messaging because of incentives or coupons, combined with 55% who subscribe because of loyalty rewards points (Vibes)
  • 48% of consumers have left a brand’s website and purchased from a competitor due to a poorly personalized experience (Accenture)
  • 80% of consumers say they are more likely to do business with a company if it offers personalized experiences (Edelman)
  • 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)
  • 81% of Americans say finding a great deal or offer is on their mind throughout the entire shopping journey (RetailMeNot)
  • 65% of consumers said a great offer is more important to them than customer service and 48% would avoid brands that don’t offer discounts (RetailMeNot)
  • 80% of consumers feel encouraged to make a first-time purchase with a brand that is new to them if they found an offer or discount (RetailMeNot)
  • 94% of consumers said they search for special offers when shopping online and 48% said they search for deals before they start shopping and often decide what to buy based on the offers they find (RetailMeNot)
  • 67% of consumers have made a purchase they weren’t originally planning on because they found a coupon or discount (RetailMeNot)
  • 65% of consumers would spend more than originally planned to secure a discount (RetailMeNot)
  • 78% of consumers said saving money greatly impacts how positively they feel about a brand and 21% of consumers have recommended the brand to friends and family or went back online to write a positive review (16%) (RetailMeNot)
  • 93% of consumers agreed they’d choose to shop with an online retailer again if offered good discounts (RetailMeNot)
  • 53% of consumers always look for sales or promos before buying online, nearly 70% said they couldn’t complete a purchase without first searching for a deal and 88% will try a new retailer or brand because they’ve found an offer (RetailMeNot)
  • 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)
  • 19% of millennials in the U.S. describe their purchase tendencies as loyal to specific brands and largely buying from them repeatedly (Morning Consult)
  • 48% of millennials in the U.S. usually consider alternatives despite some brand preferences when it comes to their purchase tendencies and 28% don’t pay attention to brands (Morning Consult)
  • 68% of millennials cited reliability and durability as having the biggest influence on loyalty (Morning Consult)
  • 54% of millennials cited high quality given the price as important contributors to brand loyalty (Morning Consult)
  • When asked to associate a variety of terms with the brands they are loyal to, Millennials were most likely to associate well priced given the quality (85%), reliable (81%) and high quality (80%) (Morning Consult)
  • 70% of millennials would buy less from a brand they’re loyal to if they found out that the brand doesn’t pay their employees well, and 69% would buy less if they learned the brand relies on unethical labor practices (Morning Consult)
  • Two-thirds of millennials would be less likely to buy from a brand they are loyal to were they to discover that the CEO makes a lot of money while the average employee makes little (Morning Consult)
  • 72% of millennials said they’d like a company either much more (51%) or somewhat more (21%) if they found out that it paid its employees well (Morning Consult)
  • 56% of Gen Z considers themselves to be socially conscious and more than 50% report knowing a brand is socially conscious influences their purchasing decisions (MNI Targeted Media)
  • 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)
  • 53% of consumers said they would be more likely to consider brands that are transparent on social media for their next purchase, while a lack of transparency might lead 86% to purchase from a competitor (Sprout Social)
  • When brands develop a history of transparency, about 90% of consumers said they are more willing to give brands a second chance after a bad experience, and 85% say they will stick with brands during a crisis when they are more transparent overall (Sprout Social)
  • One-third of consumers would purchase more from brands if their CEO demonstrates transparency on social media, and 63% said CEOs with their own profiles are better representations of companies (Sprout Social)
  • 54% of teenagers age 16-19 say they have deliberately purchased or stopped using a brand because of its ethics (MediaCom)
  • 63% of teens are more likely to purchase from brands that support causes or charities that are important to them (MediaCom)
  • Teens are more likely than adults (57% vs. 49%) to pay more for brands that support the causes or organizations important to them (MediaCom)
  • 81% of teens cited quality and 80% cited value as the most important factors for purchase (MediaCom)
  • Secondary factors teens cited for purchase were whether brands ethically make their products (43%), don’t test on animals (42%) and are environmentally friendly (34%) (MediaCom)
  • 84% of consumers say they share information as a way to support causes or brands that they care about (Edelman)
  • 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)
  • 52% of Millennials, 48% of Gen X and 35% of Baby Boomers feel it’s important that their values align with the brands they like (Euclid)
  • 68% of Baby Boomers, 54% of Millennials and 59% of Gen X indicate products are equally as important as the brand’s values to their perception of the brand (Euclid)
  • A brand’s alignment with personal values is important to 52% of millennials, 48% of Gen X and 35% of baby boomers (Euclid)
  • 44% of all consumers say they want retailers they shop at to share their values (Euclid)
  • 35% of Millennials and 24% of Gen X say brands being overly political is important to their perception of the brand, while 56% of Baby Boomers say it is not important to their perception (Euclid)
  • 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)
  • 91% of consumers said they would be more likely to shop with brands who recognize and provide relevant offers and recommendations, and 83% are willing to share their data to make this work (Accenture)
  • 76% of consumers download brand apps they are loyal to (WillowTree)
  • 69% of consumers who had a positive experience with a brand app would sign up for loyalty or rewards programs (WillowTree)
  • 30% of consumers who had a negative experience with a brand app would be less likely to recommend the brand (WillowTree)
  • 90% of consumers are okay with brands knowing more about them if it helps deliver a more rewarding and satisfying shopping experience (Episerver)
  • A third of consumers are disappointed with a brand because of perceived lack of attention, 16% are frustrated and 12% are distrustful (Episerver)
  • 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)
  • 56% of gen z says a fun in-store experience influences where they shop (NRF)
  • 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)
  • 53% of consumers rated quality as the most important factor when making purchases compared to price (38%) (First Insight)
  • 54% of men and 51% of women ranked quality as the most important factor when making a purchase (First Insight)
  • 36% of Baby Boomers, 36% of Millennials and 41% of Gen X say price is the most important factor when making a purchase (First Insight)
  • 62% of affluent consumers (who make more than $100,000 per year) ranked quality as the most important factor when making a purchase vs. 49% of those that made less (First Insight)
  • Prices would have to be at least 10% lower to get millennials to switch from one major retailer to a competitor (Dinesh Gauri)52% of millennials said they’d switch from one major retailer to another for discounts of 15% or more and 7% wouldn’t switch (Dinesh Gauri)
  • 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)
  • Twice as many Millennials as Baby Boomers indicated they’d search for and even purchase a brand’s products online 70% of the time or more after learning there was no physical location near them (Euclid)
  • 21% of Baby Boomers and 29% of Gen X indicated they’d search for and even purchase a brand’s products online after learning there was no physical location near them (Euclid)
  • Nearly 20% of shoppers would switch allegiance to a similar retailer with a physical location in their vicinity and another 40% would choose to shop at the retailer’s e-Commerce site or travel to the next-nearest location instead (Euclid)
  • 41% of millennial shoppers would search for or purchase a retailer’s products online 70% of the time or more (Euclid)
  • 68% of Americans say exclusive offers are more important than traditional coupons that are available to everyone (Kelton)
  • 94% of Americans would take advantage of an exclusive offer provided by a brand that the brand would not typically offer the general public (Kelton)
  • 47% of consumers say receiving an exclusive offer would make them feel excited, rewarded (54%), special (36%), honored (34%), recognized (33%), proud (27%), chosen (24%), smart (21%), deserving (18%), justified (11%) and superior (10%) (Kelton)
  • More women than men would feel excited (51% vs. 42%) or special (40% vs. 31%) if they were to receive an exclusive offer (Kelton)
  • 76% of savvy millennial and gen x shoppers say an offer or discount is the largest factor in their purchase decisions (RetailMeNot)
  • 58% of consumers who would use an exclusive offer say it would increase their likelihood to purchase while 48% say the offer would speed up a purchasing decision and 40% said it would increase how much they originally planned to spend (Kelton)
  • Fewer millennials (24%) than Gen Xers (31%) or Boomers (33%) would save an exclusive offer for a special occasion (Kelton)
  • How consumers would use an exclusive offer provided to them by a brand: make a purchase sooner than normal (48%), more likely to seek out something to buy in order to use the offer (41%), treat themselves to something they want but don’t need (38%), more likely to purchase more items than normal (37%), save the offer to make a purchase for a special date (30%), purchase a more expensive product than intended (28%) and spend more than normal (25%) (Kelton)
  • 82% of Americans say being provided an exclusive offer would increase how often they shopped with a brand (Kelton)
  • 91% of Americans would share an exclusive offer with their friends and family (Kelton)
  • Offers consumers are most interested in using are: one-time 25% off your purchase (33%), 10% off every purchase (23%), free shipping (20%), free gift ($5 value) for coming into their store (10%), early access to sales (5%), upgraded loyalty status (4%) and personal shopper ($%) (Kelton)
  • More Boomers (44%) and Gen Xers (34%) than millennials (18%) say their top choice for an exclusive offer would be 25% off a one-time purchase (Kelton)
  • 61% of consumers won’t complete an online purchase without free shipping and 64% said free shipping is the top reason they’re likely to spend more with a retailer (RetailMeNot)
  • More Millennials than Gen Xers (24% vs. 17%) would choose free shipping as their top choice for an exclusive offer (Kelton)
  • 40% of consumers would prefer to opt-in to a promotion or exclusive offer than have brands use information they willingly provide on social media (13%) or their activity on a brand’s website (17%) to determine whether they should receive the offer (Kelton)
  • More women than men (44% vs. 35%) would most prefer to be identified for an exclusive offer by opting-in through an online form on a brand’s website (Kelton)
  • 92% of Americans would be concerned with some part of the process around being verified for an exclusive offer (Kelton)
  • 83% of Americans have concerns with the types of data that would be collected for eligibility to an offer (Kelton)
  • Consumers are most interested in exchanging their data for automatic credits for coupons and loyalty points (64%) and access to exclusive deals (60%), followed by the ability to gain points and rewards (56%) and special offers for items that interest them (53%) (Accenture)
  • Concerns Americans have about being verified for an exclusive offer: Sharing personal information (62%), the people who might gain access to personal information (59%), brands using/sharing personal  information without consent (56%), security measures taken by those verifying personal information to make sure it remains safe (51%), someone else falsely using personal information for the exclusive offer (41%) (Kelton)
  • How willing Americans would be to share the following pieces of personal information to secure an exclusive offer: email address (37%), full name (36%), date of birth (27%), physical address (24%), phone number (20%), credit card info (8%) and social security number (7%) (Kelton)
  • Fewer boomers than millennials are extremely willing to share their social security information (1% vs. 14%), credit card information (3% vs. 14%), or mobile phone number (12% vs. 27%) to be verified for an exclusive offer (Kelton)
  • 63% of Americans say knowing a brand wouldn’t share the personal information needed to redeem an exclusive offer is extremely important to them (Kelton)
  • 57% of Americans would rather be verified for an exclusive offer by an independent third-party than a brand’s customer service representative (Kelton)
  • 74% of consumers said they are more loyal to a business that provides them with the option to speak to a human, than those that only support customer service through digital or self-service channels (Calabrio)
  • 43% of consumers would think about taking their business to a competitor if they were not given the option to speak with a human (Calabrio)
  • 50% of millennials said that positive customer service interactions with a brand are very important in contributing to their brand loyalty (Morning Consult)
  • 74% of millennials said that poor customer service would make them less likely to purchase products from a brand they’re loyal to (Morning Consult)
  • Tactics consumers use to wrongfully redeem an exclusive offer: used a code/link to an exclusive offer that a friend forwarded (49%), used someone else’s information that would apply (25%), used someone else’s date of birth (23%), used someone else’s name (21%), said they belonged to an organization they didn’t (20%), gave a false college/university name (18%) and said they were employed somewhere they were not (17%) (Kelton)
  • 35% of consumers who have redeemed an exclusive offer admit they’ve done so when they knew they really didn’t qualify (Kelton)
  • Millennials are twice as likely as Gen X (48% vs. 23%) to have wrongfully redeemed an exclusive offer not meant for them, and nearly seven times as likely as boomers (7%) (Kelton)
  • 19% of Americans say knowing a brand allowed customers to wrongfully use exclusive offers would negatively impact how they interacted with the brand (Kelton)
  • More men than women (30% vs. 13%) who say wrongful redemption would negatively impact their interactions with a brand would make disparaging online posts about the brand (Kelton)
  • If consumers learned a brand was allowing customers to redeem exclusive offers who didn’t qualify they would lose trust in the brand (80%), shop with the brand less often (53%), recommend friends or family not use that brand (33%), make organizations/groups associated with the exclusive offer aware of what is happening (29%), reach out to their customer service team to try and stop it (26%), leave negative online reviews about the brand (18%), and make negative posts on social media about the brand (10%) (Kelton)
  • 51% of Americans who should be eligible for an exclusive offer would prefer receiving one over a loyalty program accessible to anyone (Kelton)
  • More consumers who should be able to redeem an exclusive offer than those who shouldn’t (89% vs. 80%) say an exclusive offer would make them likely to shop with a brand (Kelton)
  • Consumers who are eligible for exclusive offers are just as likely to shop with a brand because of the offer as they would be for a brand’s great customer service (89% vs. 92%) (Kelton)
  • More exclusive offer-eligible Americans than those who aren’t eligible (87% vs. 77%) say they’d shop with a brand more often if they were to be given the exclusive deal (Kelton)
  • More consumers who are eligible for an exclusive offer than non-eligible (36% vs. 29%) say they’d feel recognized if they received the exclusive offer (Kelton)
  • 83% of offer-eligible Americans who say wrongful redemption would have a negative impact would lose trust in a brand, while many would shop elsewhere (53%) or persuade their friends and family to do so (37%) (Kelton)
  • 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)member benefits

2018 Loyalty Program / Loyalty Marketing Stats

  • 71% of consumers who are members of loyalty programs say membership is a meaningful part of their relationships with brands (Bond)
  • 52.3% of customers will join a loyalty or VIP program (Yotpo)
  • 23% of millennial consumers say they have a relationship with brands (Edelman)
  • 75% of consumers actively earn and redeem rewards in just three or fewer programs (Kobie)
  • 28% of millennials consider convenience when deciding whether to join a loyalty program and 78% look for discounts (Kobie)
  • 48% of Gen X prefers loyalty programs that send fewer emails (Kobie)
  • 72% of Baby Boomers rated swipe card-based loyalty programs among their top preferences (Kobie)
  • 86% of shoppers said they’ve joined a loyalty program to collect points for rewards (Kobie)
  • 75% of consumers would engage more with loyalty programs that make rewards information mobile-friendly (CodeBroker)
  • 65% of consumers actively engage with fewer than half their loyalty programs and 41% with fewer than a quarter (CodeBroker)
  • 88% of consumers max out at 5 loyalty programs (CodeBroker)
  • Millennials are members in an average of 6.5 loyalty programs, higher than the overall average of 6.2 programs (Hawk Incentives)
  • Millennials report being active in 4.2 loyalty programs, also more than the 3.9 programs in which all consumers said they were active (Hawk Incentives)
  • 36% of Gen Z above age 18 and 22% of Millennials participate in one or zero loyalty programs (Kobie Marketing)
  • 45% of Millennials don’t join a loyalty program because it requires too many purchases to earn rewards (Kobie Marketing)
  • 39% of Millennials don’t join a loyalty program because they would have to pay some kind of fee (Kobie Marketing)
  • 34% of Millennials don’t join a loyalty program because the enrollment process is too long (Kobie Marketing)
  • 55% of millennials say that some type of reward card would keep them most engaged, compared to 47% of baby boomers (Hawk Incentives)
  • 82% of millennials would be interested in redeeming loyalty points for a gift card or prepaid reward card (Hawk Incentives)
  • 65% of millennials say they prefer digital rewards versus 45% of boomers (Hawk Incentives)
  • 41% of millennials belong to an online retailer loyalty program versus 29% of Gen X and 25% of boomers (Hawk Incentives)
  • 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)
  • 70% of consumers are more likely to recommend a brand with a good loyalty program (Bond)
  • 77% of consumers say loyalty programs make them more likely to stay with brands (Bond)
  • 63% of consumers say they modify their spending habits to maximize loyalty benefits (Bond)
  • 11% of millennials actively engage with all the loyalty programs to which they are members (CodeBroker)
  • 97% of millennials say they would actively engage with loyalty programs if they could access their rewards information from their smartphones (CodeBroker)
  • 28% of millennials want to access loyalty programs via a text link on their smartphone (CodeBroker)
  • About two-thirds of Gen Zers are reluctant to join loyalty programs for a variety of reasons, with 40% of this segment saying the programs require too many purchases to earn rewards or to redeem points (Kobie)
  • 33% of Gen Zers don’t want to pay a fee to join a program, 28% say the enrollment process takes too long and 25% don’t see any benefit from joining (Kobie)
  • 28% of Gen Z is reluctant to join loyalty programs because they don’t want to give up too much personal information (Kobie)
  • 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)
  • More than six in ten U.S. smartphone users said they subscribe to mobile messages for deals and 55% said they do so for loyalty reward points (Vibes)
  • 33% of U.S. smartphone owners unsubscribe to mobile messages because the deals and promotions they were getting weren’t good enough and 44% said they information wasn’t relevant to them (Vibes)
  • 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)
  • 18% of U.S. internet users said they don’t know how many loyalty points they have for their favorite brand, and another 52% said they weren’t sure (3Cinteractive)
  • Roughly 40% of consumers would visit or purchase from a store more often if they did a better job of communicating how many points they have, and 53% said they would consider doing so (3Cinteractive)
  • 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)
  • 56% of Millennial parents use at least one grocery-related app and manage their busy lives with a variety of mobile apps to find in-store items, coupons, sales recipes or product review (FMI)
  • 90% of Millennials engage with a supermarket or grocery store through rewards cards or accounts (FMI)
  • Consumers are most satisfied with grocery store loyalty programs (50%) and least satisfied with airline loyalty programs (36%) (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

  • Top three brands on the 2018 Loyalty Leaders list are: Amazon in online retail, Google for search engines and Apple for smartphones (Brand Keys)
  • The top 10 brands for loyalty are: Netflix in video streaming, Amazon in video streaming, Samsung in smartphones, Apple in tablets, Facebook in social networking, Amazon in tablets and Trader Joe’s in natural foods (Brand Keys)
  • Nine of the top 10 brands in the 2018 top 100 loyalty leaders ranking are digital brands, with Amazon taking the NO. 1 spot (Brand Keys)
  • 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)
  • 67% of savvy millennial and gen x shoppers reported they would give retailers and brands more information about themselves to gain access to a more personalized shopping experience, and 53% admitted it would help that seller earn their loyalty (RetailMeNot)
  • 67% of savvy millennial and gen x shoppers say they enjoy personalized email reminders from brands and retailers that highlight previously viewed products, and may also contain personalized offers (RetailMeNot)
  • 53% of retailers extend specialized offers to encourage customers to identify themselves with personal information, 34% entice others with product incentives, 32% with maintenance of purchase history for ease of returns/exchanges, 32% with more personalized service and 29% with credit towards future purchases (BRP)
  • 56% of merchants will offer personalized promotions to enhance the customer experience, 50% will offer personalized rewards, 25% will offer preferred/first access to new products and 19% offer a personal shopper (BRP)
  • 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)
  • 68% of customers said cost was the top factor that influences where they shop followed by proximity (55%), product selection (53%), online customer reviews (36%) and brand loyalty (34%) (Uberall)
  • 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)
  • Experiences that are most likely to motivate in-store buyers worldwide to return to the store are: buying the item on promotion as advertised (48%) and receiving promotions relevant to me, based on my shopping behavior and history (26%) (Planet Retail RNG)
  • 44% of millennial parents claim to only shop brands and retailers that reflect their social or political values, making them twice as likely as other parents (23%) and three times as likely as millennial non-parents (15%) to do so (NRF)
  • 61% of millennial parents will shop somewhere else if they become dissatisfied compared to 44% of millennial non-parents (NRF)
  • 54% of millennial parents identify as very loyal to the brands and retailers they shop compared to 40% of other parents and 31% of millennial non-parents (NRF)
  • 64% of millennial parents are more likely than other parents (54%) and millennial non-parents (49%) to typically shop first at a brand or retailer they are loyal to before looking elsewhere (NRF)
  • 52% of millennial parents are more likely than other parents (53%) and young non-parents (22%) to purchase from a brand or retailer they are loyal to even if there is a more convenient option at their disposal (NRF)
  • 49% of millennial parents will choose to buy from a brand or retailer they’re loyal to even if there’s a cheaper option available, a rate that compares favorably to other parents (30%) and millennial non-parents (19%) (NRF)
  • 46% of millennial parents are loyal to at least 5 brands and 32% of millennial non-parents claim that many brand loyalties (NRF)
  • 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)
  • 87% of online shoppers said they would abandon their shopping carts during checkout if the process was too difficult (Splitit)
  • 55% of online shoppers would abandon their carts and never return to the retailer’s site (Splitit)
  • 90% of shoppers over 55 would not follow through with a purchase and 7% would never return to the site after a lengthy checkout process (Splitit)
  • 28% of consumers over 45 saying they would abandon their cart if they felt there were too many ads (Splitit)
  • Digital cart abandonment is currently as high as 70% (Splitit)
  • 58% of consumers say the #1 reason for shopping cart abandonment is high shipping costs (Usabilla)
  • 8% of consumers say longer-than-desired delivery times are reasons to abort a purchase (Usabilla)
  • 87% of consumers said they look for deals when they’re shopping for holiday gifts, and 71% said price is the biggest determining factor in the gifts they purchase (RetailMeNot)
  • 51% of consumers said their top factor for why they purchase at a certain retailer is whether the retailer offers the best sales and offers throughout the holiday season (RetailMeNot)
  • For 95% of retailers, deals and discounts do more to drive sales during the holidays vs. other times of the year (RetailMeNot)
  • 58% of retailers say that deals and discounts are more effective than traditional marketing messages in reaching holiday shoppers, with half reporting that savings websites and apps are the most effective way to increase revenue during the holiday season (RetailMeNot)
  • 81% of retailers will offer more deals this holiday season than they did last year and 71% plan deeper discounts (RetailMeNot)
  • 67% of consumers have abandoned a gift purchase during the holiday season due to slow deliver options (a 16% increase from last year) (Dropoff)
  • 20% of consumers are likely to purchase from a retailer again after a negative delivery experience (Dropoff)
  • 80% of consumers feel it reflects poorly on the retailer if a gift arrives late and 74% feel it reflects poorly on the retailer if a gift arrives damaged (Dropoff)
  • 78% of last minute holiday shoppers are more likely to purchase gifts from companies that offer same-day delivery compared to those who don’t (Dropoff)
  • 71% of consumers are likely to recommend a retailer to others after purchasing a holiday gift and having it delivered the same day (Dropoff)
  • 85% of consumers are more likely to purchase from a retailer again, and five times more likely to recommend a retailer to others, if their holiday gift purchase can be tracked in real-time throughout the delivery (Dropoff)
  • 75% of consumers are highly likely to shop with a retailer again after purchasing a gift that arrived same-day (Dropoff)
  • 56% of consumers are interested in image commerce with 63% of consumers saying they would consider shifting at least half of their purchases to retailers offering it (Accenture)
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2018 Travel Loyalty Statistics

  • 61% of hotels believe that guests would openly sign up to every loyalty program, but in reality only 30% rarely join loyalty programs, 46% only sign up to select relevant programs and 24% sign up to every loyalty program (Oracle Hospitality)
  • 54% of hotels believe their offers are mostly relevant while only 22% of guests believe those offers are mostly relevant and 39% feel those offers are rarely relevant (Oracle Hospitality)
  • 38% of millennials and 32% of pre-millennials (18-24) note they are more loyal to hotel brands than before (Oracle Hospitality)
  • 29% of millennials plan to sign up to every hotel loyalty program while baby boomers are more discerning with 40% noting they will only sign up to select, relevant programs (Oracle Hospitality)
  • 40% of hotel operators will only take into account activity measures of loyalty (Oracle Hospitality)
  • 48% of people are likely to feature the hotel on social media in exchange for a reward (Oracle Hospitality)
  • 46% of hotel guests are likely to link social media activity to a rewards program with automatic rewards for posts (Oracle Hospitality)
  • 90% of guests note being able to accept or reject offers so that the hotel loyalty program can learn what products and offers are of most interest as appealing (Oracle Hospitality)
  • 33% of guests will recommend to others the hotels they are most loyal to (Oracle Hospitality)
  • 38% of hotel guests would submit a product review through YouTube in exchange for an offer/reward (Oracle Hospitality)
  • 41% of guests say it is important that they can engage with new and exciting features in hotels they are loyal to (Oracle Hospitality)
  • 33% of consumers will typically stick to the hotel brands they like rather than shop around (Oracle Hospitality)
  • 55% of hotel guests would exchange personal details in exchange for a personalized offer or promotion (Oracle Hospitality)
  • 59% of guests would always shop around for different hotels to stay at (Oracle Hospitality)
  • 61% of hotel guests think a loyalty program based on experience than points-based rewards would be appealing (Oracle Hospitality)
  • 69% of hotel guests think personalized offers based on their stated preferences are appealing (Oracle Hospitality)
  • 65% of hotel guests think a more personal service from the staff is appealing (Oracle Hospitality)
  • 65% of hotel guests think personalized offers based on purchase history are appealing (Oracle Hospitality)
  • 78% of hotel guests think immediate benefits are more appealing than accumulating points (Oracle Hospitality)
  • 75% of hotel guests think a loyalty program that can be used at a range of brands is appealing (Oracle Hospitality)
  • 73% of hotel guests think frequent rewards/offers which are not dependent on earning/redeeming points are appealing (Oracle Hospitality)
  • 90% of consumers find it appealing to receive a personalized service form Hotel staff that understand their preference and point them to the relevant excursion, recommendation and offers (Oracle Hospitality)
  • 86% of hotel guests indicate they are willing to complete a questionnaire about personal preferences as part of a new loyalty program membership that offers can be tailored (Oracle Hospitality)
  • 83% of hotel guests prefer to redeem loyalty points or rewards for new alternative experiences based on Social Media profile and preferences (Oracle Hospitality)
  • 91% of online travel agents report having a loyalty program, but only 9% have at least half of their users signed up as members and 59% report their program has signed up less than a quarter of their customers (Expedia Affiliate Network)
  • 30% of travelers around the world said they were happy to sacrifice safety for hotel loyalty and rewards incentives, with Americans being the most likely to do so at 47% (CWT)

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2018 Restaurant Loyalty Statistics

  • 50% of restaurant operators believe guests would enroll in every loyalty program made available to them, but only 27% of consumers say they actually do,  23% rarely join and 49% only sign up to select relevant programs (Oracle Hospitality)
  • Millennials are more likely to belong to a food and beverage loyalty program than the total population: Millennials 46%, total survey was 36% (Hawk Incentives)
  • 47% of restaurant operators believe their loyalty program offerings are mostly relevant but only 27% of consumers share that opinion and another 27% say offers are rarely relevant (Oracle Hospitality)
  • 44% of millennials and 44% of pre-millennials (18-24) say they are more loyal to restaurant brands than before (Oracle Hospitality)
  • 30% of millennials plan to sign up for every restaurant loyalty program, while 48% of baby boomers say they will only enroll in select, relevant programs (Oracle Hospitality)
  • 76% of restaurant guests note immediate benefits are more appealing than accumulating points (Oracle Hospitality)
  • 73% of restaurant guests note a single loyalty program that can be used at a range of brands is appealing (Oracle Hospitality)
  • 41% of restaurant guests would submit a YouTube review in exchange for a reward (Oracle Hospitality)
  • 72% of restaurant guests like loyalty programs where points are automatically redeemed (Oracle Hospitality)
  • 58% of restaurant guests would exchange personal details for personalized promotions (Oracle Hospitality)
  • 88% of consumers note redeeming loyalty points on new food recommendations based on purchase history as appealing (Oracle Hospitality)
  • 52% of consumers will recommend to others the restaurants they are most loyal to (Oracle Hospitality)
  • 38% of restaurant customers are most loyal to brands that they have a high opinion of (Oracle Hospitality)
  • 50% of customers say it’s important they can engage with new and exciting menu items from restaurants they are loyal to (Oracle Hospitality)
  • 36% of restaurant guests will typically stick to the brands they like rather than shop around (Oracle Hospitality)
  • 59% of customers choose a restaurant because of a competitive price/promotion (Oracle Hospitality)
  • 58% of customers would always shop around for different restaurants to eat at (Oracle Hospitality)

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2018 Bank & Financial Loyalty Stats

  • 64% of consumers download a bank brand app for promotions and exclusive deals or products (WillowTree)
  • 61% of consumers download a bank brand app for loyalty programs (WillowTree)

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)
  • 70% of businesses said they were improving client experience because customers expect more personalization, while 60% simply want to improve customer loyalty (Winterberry Group)

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.

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