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2019 Customer Engagement & Loyalty Statistics

By Ashley Autry | Updated on Apr 11, 2019 8:37:17 AM

We talk about customer loyalty a lot here on the Access blog. Not surprising, given that this is indeed a "loyalty blog."
 
When it comes to the topic of customer loyalty, however, we like to draw as much and as often as possible from what's happening in the real world. Using real data. In the pursuit of real results.
 
And while some principles around customer loyalty tend to remain the same, it's always the data that helps us distinguish between the truth and what is merely "conventional wisdom."
 
That's why every year we lend our loyalty community a helping hand by gathering every relevant bit of customer engagement and loyalty data we can find. Since new data emerges all the time throughout the year, we update these statistics at least monthly, if not more often, so be sure to bookmark or subscribe to our email.
 
Note: the stats below and others from recent years can be found as always on our Ultimate Collection of Loyalty Statistics. As we've done in years past, we'll continue to provide a link back to the original source of the data for your convenience. And if you have relevant information you'd like us to include, don't hesitate to drop it in the comments.
 
Enjoy!
 

2019 loyalty stats

2019 Customer Engagement & Loyalty Stats

  • The best ways to engage consumers are:
    • Surprise offers or gifts for being a customer (61%)
    • More convenient shopping process (50%)
    • Solving a problem or question (45%)
    • Recommending products based on needs (27%)
    • Keeping customers up-to-date on the latest news and products (23%)
    • Welcoming customers when they visit (20%)
    • Engaging customers on social media (9%) (HelloWorld)
  • 77% of brands could disappear and no one would care (Havas)
  • Brands trending well in customer loyalty include: Airbnb, Netflix, Waze, Lyft and Nike (Bond Brand Loyalty)
  • One third of those ages 23-38 are quick to drop a brand that doesn’t meet expectations (Brightpearl)
  • Brands spend up to 11 times more on recruiting new customers than retaining existing ones (Brand Keys)
  • A loyalty increase of 7% can boost lifetime profits per customer by as much as 85%, and a loyalty increase of 3% can correlate to a 10% cost reduction (Brand Keys)
  • Consumer expectations for trust increased across all product and service categories and brands by an average of 250% year-over-year (Brand Keys)
  • 77% of consumers crave free products (HelloWorld)
  • 75% of consumers expect discounts/offers (HelloWorld)
  • 66% of consumers want free samples and 57% want free services (HelloWorld)
  • 41% of consumers welcome opportunities to win something and 32% like surprises from brands (HelloWorld)
  • The top mobile tactic that marketers plan to implement in 2019 is providing offers and discounts exclusive for mobile users to boost sales (RetailMeNot)
  • 65% of consumers said the quality of customer service is a factor when deciding where to make their purchases (ICSC)
  • 67% of consumers said good customer service encourages them to stay longer and/or spend more money (ICSC)
  • 57% of people would pay more for an item or service if they know they will receive good customer service (ICSC)
  • 73% of consumers said receiving good customer service from a retailer increases the likelihood they will spend more money than they had planned (ICSC)
  • Nearly 60% of consumers are more satisfied with customer service in-store than online (ICSC)
  • 62% of consumers ranked friendly and/or knowledgeable employees as the most important aspect of in-store customer service, followed by the ability to easily find items (59%) and speed and ease of checkout (59%) (ICSC)
  • 55% of consumers believe the most important aspect of online customer service is speed of delivery services offered, followed by the ability to easily find items (49%) and flexibility of return/exchange policy (45%) (ICSC)
  • Brands seen as meaningful and viewed as making the world a better place have seen their wallet share multiply by 9, and see a 24-point greater purchase intent (Havas)
  • 56% of consumers aren’t confident brands have their best interest in mind when they use, share or store personal data (Acquia)
  • 78% of consumers don’t think brands should be using personal data to market products to them, yet 75% agree that if a brand understands them at a personal level they are likely to be more loyal (Acquia)
  • 93% of businesses with advanced personalization strategies increased their revenue last year (Monetate)
  • 77% of businesses that exceeded their revenue goals in 2018 have a documented personalization strategy, while 74% have a dedicated budget for it (Monetate)
  • 86% of companies that achieved higher return on investment themselves said that personalization activities accounted for 21% or more of their marketing budgets (Monetate)
  • Companies reporting the highest ROI from personalization programs were shown to be twice as likely to name customer lifetime value as a primary business objective than those who achieved lower ROI (Monetate)
  • 63% of consumers expect personalization as a standard of service and believe they are recognized as an individual when sent special offers (RedPoint Global)
  • 34% of consumers said it was frustrating when they were sent an offer for a recently purchased item, offers that aren’t relevant (33%), or when a brand fails to recognize them as an existing customer (31%) (RedPoint Global)
  • 54% of customers are willing to share personal information with companies if it will be used to create a personalized experience (RedPoint Global)
  • 36% of millennials and 29% of gen Z often use coupons (Numerator)
  • Two-thirds of Gen Z consumers said their impression of a brand is positively impacted by its association with a social cause, and 58% report such an association could spur a purchase (DoSomething Strategic)
  • 12% of Gen Z consumers have a top-of-mind association between brands they know and a social cause (DoSomething Strategic)
  • Aiding awareness by providing a list of social causes to survey takers brought cause association up to 24% (DoSomething Strategic)
  • Brands with the highest correlation to a social cause were Savage & Fenty, Dove, Fenty Beauty and Nike, while Loft, StitchFix, Coach and DSW had the lowest (DoSomething Strategic)member benefits

2019 Loyalty Program / Loyalty Marketing Stats

  • 57% of 25-34 year olds, 43% of those ages 18-24, 66% of 35-44 year olds, 71% of 55-64 year olds and 65% of 65 years and older participated in at least one loyalty program (YouGov)
  • 68% of females and 59% of males participated in at least one loyalty program (YouGov)
  • 65% of Gen Z and 71% of Millennials are highly influenced by loyalty programs (Bond Brand Loyalty)
  • Loyalty member satisfaction is highest in the category sectors of credit cards, gas/convenience and cruise line (Bond Brand Loyalty)
  • Some of the top loyalty programs based on overall member satisfaction over last year include: Amazon Prime, Alaska Air Mileage Plan, Nordstrom Nordy Club, Hilton Honors and Domino’s Piece of the Pie Rewards (Bond Brand Loyalty)
  • Loyalty member satisfaction is lowest in the category sectors of retail apparel, car rental, and hotels (Bond Brand Loyalty)
  • 20% of loyalty members say they are very satisfied with the level of personalization they get from their loyalty programs, and 24% say programs keep their preferences up to date (Bond Brand Loyalty)
  • When personalization is done well, there is a 6.4x lift in member satisfaction with the loyalty program (Bond Brand Loyalty)
  • Successful execution of loyalty program communications can result in up to 10x lift in personalization (Bond Brand Loyalty)
  • 59% of Gen Z and younger Millennials are comfortable with programs capturing their information in exchange for authenticity, purpose and meaning (Bond Brand Loyalty)
  • 52% of Gen Z and younger Millennials are willing to pay a fee to receive enhanced benefits from loyalty programs (compared with 43% of consumers in general) (Bond Brand Loyalty)
  • 71% of Americans would be less likely to join a rewards program that collects personal information and 27% said they would be much less likely to join (Harris Poll)
  • 76% of consumers would be more likely to join a program that required just their name and phone number (Harris Poll)
  • 27% of Gen Z and younger Millennials save their card in their smartphone’s digital wallet and show it to receive benefits or make purchases (Bond Brand Loyalty)
  • 58% of Americans are less likely to join a customer loyalty program that requires an app download to access benefits, with 26% saying they would be much less likely to join (Harris Poll)
  • 79% of consumers would be more likely to join a loyalty program that does not require a card (Harris Poll)
  • The main reasons people participate in loyalty programs include: receive discounts/offers (43%), earn free products (27%), access to exclusive rewards (10%), and members-only benefits (9%) (HelloWorld)
  • 5% of consumers sign up for loyalty programs to stay connected to a brand they love (HelloWorld)
  • Loyalty members don’t like: when it takes too long to earn a reward (54%), when it’s too difficult to earn a reward (39%), receiving too many communications (36%), rewards that aren’t valuable (32%), and worrying about the security of personal information (29%) (HelloWorld)
  • 53% of loyalty program members say game mechanics would make the program more enjoyable, and when gamification is present, 81% of members take advantage of it (Bond Brand Loyalty)
  • 56% of loyalty programs employ game mechanics (Bond Brand Loyalty)
  • When loyalty programs use gamification, programs see an almost two-fold (1.7x) lift in enjoyment (Bond Brand Loyalty)
  • 60% of loyalty program members expressed interest in partnerships introduced to them through their loyalty programs (Bond Brand Loyalty)
  • 27% of loyalty program members say their program has a partnership, and 75% find the partnership appealing (Bond Brand Loyalty)

2019 Retail Loyalty Statistics

  • 58.7% of internet users worldwide cited earning rewards and loyalty points as one of the most valued aspects of the retail shopping experience (iVend Retail)
  • 63% of retail shoppers want instant rewards and discounts, 52% want surprise rewards and 39% want personalized rewards (HelloWorld)
  • 63% of CPG customers list instant rewards as what they want (HelloWorld)
  • 45% of millennials acknowledge they’re less loyal to retailers than a year ago (Brightpearl)
  • 69% of shoppers said that if a shopping experience is poor, they will never shop with the same online store again (Brightpearl)
  • The top consumer gripe with shopping experience is related to delivery and returns (Brightpearl)
  • 37% of retailers offer brick-and-mortar shoppers more personalized service as an incentive to identify themselves (BRP)
  • 22% of consumers prefer personalized service in exchange for surrendering their in-store privacy (BRP)
  • 34% of consumers prefer specialized offers, 27% product incentives and 26% credit toward future purchases in exchange for identifying themselves in-store (BRP)
  • 79% of consumers said personalized service is an important factor in determining where to shop (BRP)
  • 63% of consumers are likely to stop visiting a brick-and-mortar retailer if they have an unsatisfactory shopping experience (BRP)
  • Popular enhancements to the in-store experience for customers include invitations to special events (50%), personalized promotions (46%), personalized rewards (32%), preferred/first access to new products (21%) and special/preferred assistance from sales associates (18%) (BRP)
  • 72% of retailers do not have a process in place to notify associates when an identified valuable customer is in the store prior to checkout (BRP)
  • 87% of retailers say taking a stand on social issues is worth the risk and 83% believe not taking a stand can negatively affect their bottom line (RetailMeNot)
  • 61% of consumers will recommend brands that align with their social values (RetailMeNot)
  • 66% of shoppers say a free and easy returns policy is one of the top two aspects that would improve the experience, and 53% said a slow and expensive returns process would stop them from shopping with a retailer again (Klarna)
  • 78% of shoppers would buy more in the long run if retailers have free returns (Klarna)
  • 84% of shoppers will not come back to a brand if they have a poor returns experience (Klarna)
  • 75% of shoppers said that easy returns are an essential factor in their choice of retailer (Klarna)
  • 86% of shoppers said the option of free returns would make them loyal and more likely to keep coming back to a brand (Klarna)
  • 84% of shoppers want to be able to choose whether to return an item in-store or via post or pickup (Klarna)
  • 31% of shoppers would be more likely to buy something online if they had the opportunity to pay for it after trying it at home (Klarna)
  • 22% of millennials said offers and promotions on social media compel them to visit a website, compared to 29% of Gen X and 38% of baby boomers (Visual Objects)
  • The top reasons U.S. shoppers abandon a purchase online are because a retailer does not have a decent returns policy (36%) and the checkout process took too long (31%) (Klarna)
  • 61% of shoppers would stop purchasing from a retailer if it had flawed website functionality (Klarna)
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2019 Travel Loyalty Statistics

  • 60% of travel customers want instant rewards, 59% want the ability to choose rewards, and 34% care about personalized rewards (HelloWorld)

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2019 Restaurant Loyalty Statistics

  • No stats yet. Check back soon!

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2019 Bank & Financial Loyalty Stats

  • 60% of credit card holders like instant rewards/discounts and the ability to choose rewards (HelloWorld)
  • 34% of credit card holders like personalized rewards (HelloWorld)

2019 Member and Subscriber Engagement & Loyalty Stats

  • 80% of U.S. consumers ages 18 and older say they’ve never subscribed to a subscription box service that regularly delivers health and hygiene products, beauty and cosmetic products (80%), groceries and meal kits (81%), and household goods (85%) (YouGov)
  • 47% of U.S. consumers ages 18-34 say they are very likely or somewhat likely to consider subscribing to at least one subscription box service (vs 33% of all U.S. adults) (YouGov)
  • The top perceived potential benefit of subscription boxes among all consumers is that they save time from shopping (48%) (YouGov)
  • Popular advantages of subscription boxes among consumers include never running out of a product they need (39%), and not having to remember to manually buy products themselves (33%) (YouGov)
  • Consumers ages 18-34 are slightly more likely than the average American adult to think subscription boxes are good for simplifying their budget (26% vs. 18%), saving money by subscribing in bulk (36% vs. 29%), and providing the ability to try new products they wouldn’t have otherwise (26% vs. 20%) (YouGov)
  • 53% of shoppers worry it would ultimately cost more money to have a subscription box than not (YouGov)
  • 42% of shoppers ages 18-34 say they consider not using products quickly enough from subscription boxes a potential drawback (vs. 52% of the general public) (YouGov)

2019 B2B Loyalty Stats

  • No stats yet. Check back soon!

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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