2020 loyalty stats

2020 Customer Engagement & Loyalty Statistics

Now more than ever, staying abreast of the most effective loyalty and engagement practices is critical to surviving in a turbulent business environment.
Companies across the world have studied what makes their constituents tick. Through their varied studies, patterns emerge. The best corporate discount programs, association member benefits, white-label rewards programs, and membership perks in general share traits and strategies. Members of different demographic groupings relay the things they want most from the companies they do business with.

Indeed, we have many articles that dive into these findings on our loyalty blog and employee benefits blog.

This page, however, is for the raw data. For your convenience, we've compiled dozens of loyalty statistics - from how many people are active in loyalty programs to what they're looking to get out of them and how they'd like to be communicated with.
If you need some data to help you make a business decision, write an article, or if you need a few stats to help you prepare a business proposal, look no further. 
(Be sure to bookmark or subscribe to our email to be notified of any significant changes.)
Note: the stats below and more from recent years can be discovered on this page here: Ultimate Collection of Loyalty Statistics.
If you have any statistic or relevant data you'd like to share, don't be shy - drop it in the comments below.

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2020 Customer Engagement & Loyalty Stats

  • 59% of U.S. shoppers have told someone about a negative experience they’ve had with a company (Criteo)
  • 75% of consumers expect a consistent experience wherever they engage with a brand regardless of the channel (website, social media, mobile, in person), Salesforce
  • Customers who had an unpleasant experience on your website are 88% less likely to return to your website, Adobe 
  • 68% of U.S. shoppers have recommended a company to someone based on a good experience (Criteo)
  • 42% of U.S. consumers said they visit stores because of in-store offers (Criteo)
  • 26% of U.S. shoppers said they visited a store after receiving an online offer that was delivered via ads or email (Criteo)
  • 73% of shoppers are open to taking a chance on companies they’ve heard positive things about but haven’t yet tried (Criteo)
  • 89% of people are likely to recommend a brand after a positive brand experience on mobile, ThinkwithGoogle
  • The #1 reason customers switch to a new brand is feeling unappreciated, New Voice Media
  • 51% of consumers claim that most companies don’t meet their expectations for great experiences, Salesforce
  • 93% of U.S. shoppers cite discounts and offers as important factors when deciding whether or not to purchase from a retailer or brand (Criteo)
  • 60% of U.S. shoppers say they always take and use in-store coupons when they’re available (Criteo)
  • 51% of U.S. shoppers often search for coupons online before making an online purchase (Criteo)
  • 53% of U.S. shoppers clip coupons at home and use them in-store (Criteo)
  • 45% of U.S. shoppers print out coupons from the internet and use them in-store (Criteo)
  • One in six customers stopped shopping with a brand because its values were not aligned with their personal beliefs (Criteo)
  • 51% of customers say that brand values affect their purchasing decisions (Criteo)
  • 35% of customers are more likely to buy from a brand if it demonstrates that its values align with their own (Criteo)
  • Email marketing platforms are ranked as the most used technology for customer engagement by companies at 79% (London Research)
  • 95% of companies mention they engage with their customers through their website (London Research)
  • Email is ranked as the most effect channel for engagement and lead nurturing by companies at 68% (London Research)
  • Email is ranked as an effective channel by companies for customer retention and loyalty at 71% (London Research)
  • Personalization and relevance are ranked as the most important customer engagement-related trend for businesses in the next five years by companies at 25% (London Research)
  • 95% of companies use a website to engage with customers, 91% use email, 87% use social media, 60% use paid search advertising, 58% use digital display ads, 56% use print media, 49% use direct mail, 31% use a call center, 28% use messaging apps, 27% in-store, 27% outdoor, 23% SMS, 22% using push messages and 19% use TV advertising (London Research)
  • 76% of executives say improving customer experience is a high or critical priority (Twilio)
  • 75% of consumers are more likely to make a purchase from a company that knows their name and purchase history and recommends products based on their preferences (Twilio)

2020 Loyalty Program / Loyalty Marketing Stats

  • 65% of customers say they enjoy loyalty programs (Criteo)
  • 85% of Americans feel “awesome” or “good” about themselves after a store notifies them of an earned cash back reward, even if the amount is relatively small.  (CGK)
  • Only 61% of digital business professionals have the right metrics in place to measure the effectiveness of the omnichannel experience, Forrester
  • 52% of customers say that loyalty programs are one key reason they choose specific retailers or brands (Criteo)
  • 41% of customers say loyalty programs make them feel like part of an exclusive group of valued customers (Criteo)
  • 54% of consumers defined brand loyalty as a positive attitude between brand and customer, driving repeat purchase (Rare)
  • 20% of consumers defined brand loyalty as repeatedly buying from the same brand (Rare)
  • 15% of consumers defined brand loyalty as a strong feeling of allegiance (Rare)
  • 11% of consumers defined brand loyalty as convincing customers to love your brand over and above others (Rare)
  • 82% of Gen K, 85% of Millennials, 84% of Gen X and 80% of baby boomers say the loyalty program has enhanced their experience of the brand (Rare)
  • 45% of Gen K, 66% of Millennials, 86% of Gen X and 81% of Baby Boomers say the loyalty program makes them feel special (Rare)
  • 84% of Gen K, 49% of Millennials, 85% of Gen X and 70% of Baby Boomers say the loyalty program makes them want to keep shopping with this brand (Rare)
  • 80% of Gen K, 43% of Millennials, 76% of Gen X and 53% of Baby Boomers say the loyalty program increases the frequency with which they buy from the brand (Rare)
  • 74% of Gen Z and 70% of Millennials spend more money online if they know they will instantly receive 5% cash back. (CGK)
  • 76% of both Millennials and Gen X view a store that invests its marketing budget to "pay back" loyal customers more positively than one that spends advertising dollars elsewhere (CGK)
  • A 5% cash back bonus is sufficient to inspire Millenials to visit a store nearby. (Within retail proximity)  (CGK)
  • Millennial moms are 9% more likely than the general population to frequently respond to cash back alerts (CGK)

2020 Retail Loyalty Statistics

  • Empowering customer experience teams to build better relationships is the top priority for 29% of retailers’ customer data strategies in 2020, followed by 26% who will look to create a single view of customers across all touchpoints, 26% who will look to improve analytics to unlock the full potential of this data and 19% who plan to adopt new data technology and analytics tools (Arm Treasure Data)
  • 54% of retailers will accommodate customers through more than one channel in 2020; 48% will use location data to engage customers; and 45% will invest in real-time data for clienteling initiatives (Arm Treasure Data)

2020 Restaurant Loyalty Statistics

  • 85% of consumers say a deal or discount influences where they choose to eat outside of their homes, and 81% say a deal would make them likely to switch restaurants they planned to dine at (RetailMeNot)
  • 79% of consumers would at least consider revisiting a restaurant where they had a poor experience if the restaurant offered a discount on their next meal (RetailMeNot)
  • 74% of Millennial and Generation Z consumers use websites or apps to search for discounts and deals on fast food, compared to 57% of Gen Xers and Boomers (RetailMeNot)
  • 67% of Millennials and 56% of Gen Z are influenced by a restaurant’s content or deals, vs. 49% and 40% who are influenced by social posts from influencers (RetailMeNot)

2020 B2B Loyalty Stats

  • 73% of B2B marketers reported they measure the impact of customer engagement activities by the increase in sales (London Research)
  • only 61% of digital business professionals have the right metrics in place to measure the effectiveness of the omnichannel experience, Forrester
  • 65% of companies are able to successfully up-sell or cross-sell to existing customers, Kolsky

  • 84% of organizations are now embracing the customer centric approach (shown below),
  • 67% of customers mention bad experiences as a reason for churn, but only 1 out of 26 unhappy customers complain, Huffpost

2020 Travel Stats

  • 51% of travelers say great deals and discounts are what prompts them to make a travel booking. (AIG)

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Topics: millennial statistics, customer loyalty, statistics, loyalty statistics

Written by: Gary Toyn

For 25+ years Gary Toyn has helped organizations large and small improve their constituent/member acquisition, retention and engagement. He's a multi-published author, writer, and researcher.

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