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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)
  • 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)
  • 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)
  • 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)
  • 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)
  • 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)
  • 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)
  • 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)
  • 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)
  • 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)
  • 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)
  • 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)
  • 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)
  • 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)
  • 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)
  • 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)
  • 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

  • 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)
  • 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)

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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)
  • 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

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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)
  • 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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