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Loyalty Statistics: The Ultimate Collection

(New: Only want the latest data? Check out our most recent year-specific collection of loyalty stats.)

Customer brand loyalty is a rich and complex subject to grasp.  If you've found this page, you're probably trying to understand it too.

You may be starting at the beginning, trying to define terms like customer loyalty, customer engagement or member engagement.

Or maybe you want to get to the real heart of the matter: how can I get me some of that?

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.

We've tried to make this list as relevant as possible, which means we combed through recent research with a focus on the US (with the occasional global stat thrown in).

These stats are culled from a variety of sources, and we've provided source links for each of them (though some are gateway pages that require you to register or submit your information to receive the actual research).

Sometimes the data conflict with other sources - we'll leave it up to you to decipher which is most accurate.

We'll keep this list updated on a weekly basis with the latest and greatest. If you know of a stat we're missing, or want your own research included in our collection, leave us a note in the comments.

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Customer Loyalty Statistics

  • 61% of organizations reported that improving overall customer lifetime value is a top marketing goal for 2023, 43% want to lower customer churn, 33% to acquire new customers and 26% to generate more revenue (Open Loyalty, 2023)
  • 37% of executives believe customers left because prices went up or discount ended; only 17% of consumers agree (PWC, 2023)
  • 37% of consumers have stopped buying from a brand because of a bad experience with products or services, whereas only 26% of executives believe that’s the cause (PWC, 2023)
  • 61% of executives believe their customers are more loyal than before the pandemic (PWC, 2023)
  • 20% of consumers report they are more loyal than before the pandemic (PWC, 2023)
  • Experts predict retail sales will grow between 4%-6% to more than $5.13 trillion in 2023 (NRF, 2023)
  • 86% of consumers want to communicate with the businesses they frequent (Square, 2023)
  • 60% of consumers want businesses to respond to them via email, 46% via social media profile or in direct messages (Square, 2023)
  • 96% of consumers intend to adopt some type of cost-saving behavior over the next 6 months (PWC, 2023)
  • 69% of consumers have changed non-essential spending in the past six months (PWC, 2023)
  • 42% of consumers expect to significantly reduce their spending across all retail categories (PWC, 2023)
  • 24% of consumers plan to decrease spending on groceries, compared to 12% that said the same last year (PWC, 2023)
  • Over the past year, 43% of consumers chose to shop in-store, the most popular channel, 34% use mobile phones and 23% via PC (PWC, 2023)
  • 23% of consumers plan to increase shopping in physical stores, a decrease from last year when 33% said the same (PWC, 2023)
  • Retail shoppers say that the most appealing features of an in-store shopping experience are: (PWC, 2023)
    • knowledgeable and helpful sales associates (50%)
    • Ability to use self-services kiosks (42%)
    • Ability to browse products on the retailer website while in store (41%)
    • Click-and-collect services (38%)
    • In-store entertainment (27%)
  • 68% of shoppers say that rising prices are having the greatest impact on their in-store shopping experiences (PWC, 2023)
  • 42% of shoppers say their experience is impacted by products being out of stock, 39% by longer queues and 24% by delivery times that were longer than stated (PWC, 2023)
  • 41% of consumers who plan to shop in a physical store will do so because they missed doing so during lock down (PWC, 2023)
  • Consumers are predicted to spend a record-high $22.9 billion to celebrate Father’s Day in 2023 (NRF, 2023)
  • 53% of B2C businesses plan to increase spending on loyalty in 2023 (Comarch, 2023)
  • 68% of companies plan to increase investment in customer retention and 5% plan to decrease investment in customer retention (Antavo, 2023)
  • 29% of companies plan to increase investment in customer acquisition and 27% plan to decrease investment in customer acquisition (Antavo, 2023)
  • 93.7% of executives believe customer loyalty should be the primary focus over customer acquisition due to the current economic climate (Antavo, 2023)
  • 25% of executives and 11% of consumers believe good customer service is the key to winning loyalty (PWC, 2023)
  • 46% of consumers and 23% of executives believe high-quality products is the key to winning loyalty (PWC, 2023)
  • 70% of executives define “active customer” as one who has been active for 30, 60 or 90 days, and only 11% say 12 months or more (PWC, 2023)
  • 52% of consumers show their loyalty by recommending a brand to friends and family (PWC, 2023)
  • 48% of consumers show their loyalty by participating in a brand’s loyalty program (PWC, 2023)
  • 51% of consumers show their loyalty by mostly buying from a brand, but will use other brands on occasion (PWC, 2023)
  • Consumers show their loyalty less than executives think in the following ways: (PWC, 2023)
    • Subscribing to a brand’s products or services (22% vs. 50% of executives)
    • Share personal data with a brand (19% vs. 44% of executives)
    • Subscribe to brand marketing communications (15% vs. 41% of executives)
    • Provide feedback on a brand’s products or services (25% vs. 43% of executives)
    • Engage with a preferred brand on social media (12% vs. 38% of executives)
  • 33% of consumers are optimistic that the U.S. economy will recover soon, 22% are pessimistic (McKinsey, 2023)
  • 80% of consumers are changing their shopping habits by choosing lower-priced retailers or goods (McKinsey, 2023)
  • 40% of consumers are excited to splurge on spending in the coming year, with high earning millennials (71%) being the most likely to say this (McKinsey, 2023)
  • Across the U.S., even when adjusted for inflation, consumers spent 8% more on cosmetics, 7% more on out-of-home entertainment, 6% more on travel and 3% more on restaurants than 2022 (McKinsey, 2023)
  • 56% of consumers say they will become repeat buyers after a personalized experience, and increase from 49% in 2022 (Twilio Segment, 2023)
  • 62% of business leader believe improved customer retention to be a benefit of personalization efforts (Twilio Segment, 2023)
  • 49% of Gen Z would be less likely to make a purchase after an impersonal experience with a business, and 27% will stop shopping with the brand or share the negative experience with friends and family (Twilio Segment, 2023)
  • 80% of businesses say consumers spend more when their experience is personalized (Twilio Segment, 2023)
  • On average, consumers spend 34% more when their experience is personalized (Twilio Segment, 2023)
  • 75% of consumers are more likely to purchase from brands whose apps allow them to transact quickly (Google)
  • Businesses report that 20% to 40% of their live customer service interactions could easily be resolved using existing self-service functionalities (Gartner)
  • 70% of customers who contact customer service attempt self-service during their resolution journey, but only 9% are wholly contained within self-service (Gartner)
  • An estimated 80% of customers in the developed world call phone-based interactive voice response (IVR) using a smartphone (Gartner)
  • By 2025, it’s predicted that proactive outbound interactions will overtake reactive inbound interactions (Gartner)
  • By 2025, it’s predicted that 40% of customer service organizations will become profit centers by becoming de facto leaders in digital customer engagement (Gartner)
  • By 2025, it’s predicted that 80% of customer service organizations will have abandoned native mobile apps in favor of messaging on third-party social platforms (Gartner)
  • The probability of selling to an existing customer is 60-70%, while the probability of selling to a new prospect is 5% to 20% (Markinblog)
  • The probability of selling to an existing customer is 3x to 35x higher than selling to a new one (Markinblog)
  • 44% of companies have a greater focus on acquisition vs. 16% that focus on retention (Markinblog)
  • 65% of a company’s business comes from existing customers (Markinblog)
  • For most industries, the average customer retention rate is below 20% (MixPanel)
  • Loyal customers spend 67% more than new customers (Markinblog)
  • Only 40% of companies have an equal focus on acquisition and retention (Markinblog)
  • 89% of businesses see customer experience as a key factor in driving customer loyalty and retention (Markinblog)
  • When dealing with customer service: 44% of customers value “get it done right” (effectiveness, accuracy, security), 39% value “make it painless” (success with a live agent, trust in method, speed, ease of use, convenience), 17% value “on my terms” (friendliness, personalization, creativity, channel choice) (Aspect)
  • 75% of consumers consider voice calls to be an effective form of customer service, 66% for chat, 58% for email and only 45% for messaging apps like Facebook Messenger (Aspect)
  • 46% of consumers say that the choice to interact using their own contact method of choice to be the most important part of personalized customer service, while 27% said it’s anticipating needs/requests, 15% said it’s knowing customer names and history and 12% said it’s sending targeted/relevant offers (Aspect)
  • Preference for voice call customer service rebounded by 10% in 2020 to be preferred by 43% of consumers , compared to 34%of customers in 2019 (Aspect)
  • In 2020, the most preferred method of contacting customer service was via voice call (43%), followed by chat (22%), email (14%), text (8%) and messaging app (7%) (Aspect)
  • 64% of customers expect tailored customer engagements based on past interactions (salesforce)
  • In 2020, 40% of consumers reported having ceased doing business with an organization because of poor customer service, this is down 13% from 2017 (Aspect)
  • 25% of customers have stopped doing business with a cable company because of poor customer service, 24% with a retail location, 22% with a financial institution, 21% with an online retailer, 20% with a wireless company and 17% with a travel company (Aspect)
  • 46% of consumers have started doing more business with an online retailer because of exceptional customer service, 31% with an in-store retailer, 16% with a travel company (Aspect)
  • 26% of people are willing to pay 5% more for great customer service (Aspect)
  • 27% of people are willing to pay 10% more for exceptional customer service (Aspect)
  • 72% of consumers are likely to rate or review a customer service experience, down 8% from 2018 (Aspect)
  • Consumers are 2x more likely to rate or review a good customer service experience over a bad one (Aspect)
  • When asked how important each of these marketing reasons were to them, consumers rated : alerts of new services or products at 44%, businesses checking in on them at 40%, stories about the business or organization they might find interesting at 33%, requests to participate in marketing research 32% and fundraising requests at 28% (Aspect)
  • 41% of consumers prefer proactive contact from businesses to come in the form of email, 24% via voice call, and 15% via SMS/text (Aspect)
  • 72% of consumers choose a live agent when contacting customer service, 28% choose self service 
  • (Aspect)
  • 77% of consumers will choose a live agent over self-service to help with complex customer service tasks compared to only 58% when the task is simpler (Aspect)
  • 74% of consumers would prefer their customer service experience to be a longer interaction with a happy agent over a slightly faster interaction with an uninterested agent (Aspect)
  • 35% of customer service agents working in the field are very satisfied with their job (Aspect)
  • Marketing email messages have roughly a 20% open rate while SMS messages have roughly a 98% open rate (Mobile Marketing Watch)
  • 64% of customers expect tailored customer engagements that customized based on past interactions (salesforce)
  • 60% of customers will tell friends and family about a brand they’re loyal to (Yotpo)
  • Nearly 9 out of 10 consumers professed loyalty to brands, with almost 25% saying they’re in fact more brand loyal this year versus last year (Yotpo)
  • 90.2% of consumers consider themselves equally or more brand loyal compared to a year ago (Yotpo)
  • 61.08% of consumers are loyalty to between 1-5 brands, 26.19% are loyal to between 6-10 brands, and 5.68% are loyal to between 11-20 brands (Yotpo)
  • When asked to define their brand loyalty, consumers overwhelmingly characterized it as repeat purchasing (67.8%), followed by love for the brand (39.5%) and then preferences despite price (37.7%) (Yotpo)
  • 77.84% of consumers said the product inspires their loyalty to a brand, 62.96% said price, 26.14% said customer service, and 22.34% said a loyalty program (Yotpo)
  • Consumers that are loyal to a brand are more than willing to refer that brand (59%) to their friends and family, join their loyalty program (59%) and spend more (36%) (Yotpo)
  • In 2020, 54% of consumers are shopping more cost consciously and are likely to continue doing so (Accenture)
  • During the pandemic, 29% of shoppers increased purchase of budget brands, 10% increased purchase of midrange brands and 42% decreased purchase of premium brands (Accenture)
  • Before considering themselves loyal, shoppers need to buy from the same company five or more times (37%), three times (33%), four times (17%), and two times (12.4%) (Yotpo)
  • 41% of consumers are more likely to do their holiday shopping with brands they love (Yotpo)
  • 15% of consumers are more likely to buy from a brand when shopping for gifts if they are a part of the loyalty program (Yotpo)
  • Email marketing platforms are ranked as the most used technology for customer engagement by companies at 79% (London Research)
  • 73% of B2B marketers reported they measure the impact of customer engagement activities by the increase in sales (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)
  • 77% of brands could disappear and no one would care (Havas)
  • One third of those ages 23-38 are quick to drop a brand that doesn’t meet expectations (Brightpearl)
  • More than 50% of consumers say their loyalty depends on the brand or product/service (InMoment)
  • 26% of customers said they tend to feel more loyalty to brands vs. products (InMoment)
  • 30% of Millennials say they feel loyal to brands (InMoment)
  • Brands trending well in customer loyalty include: Airbnb, Netflix, Waze, Lyft and Nike (Bond Brand Loyalty)
  • 4 out of 5 people are more likely to engage with a brand that offers incentives (Loyalty360)
  • 66% of consumers said owning a company’s stock increases the likelihood of buying products from that company (Loyalty360)
  • 80% of shoppers said they grew to love a brand over time, 15% experienced love at first sight and 7% committed after a glowing recommendation from a trusted source (InMoment)
  • 46% of consumers have used social to “call out” brands (Sprout Social)
  • 60% of consumers “call out” brands because of dishonesty, 59% because of bad customer service, and 57% because of rudeness in person (Sprout Social)
  • 70% of consumers who call out brands on social media want to raise awareness among other consumers, 55% want an apology/solution (Sprout Social)
  • 65% of consumers who see a complaint about a brand on social would think twice before buying from them again, but want to do their own research first (Sprout Social)
  • After seeing a negative review online, 44% of consumers said a great response from the business could win them back, 42% said positive reviews would help (Sprout Social)
  • 39.4% of customers will spend more on a product even if there are cheaper options elsewhere (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)
  • 78% of consumers report they are retracting loyalty at a faster pace than three years ago (Accenture)
  • 82% of U.S. adults are loyal to brands and 84% are loyal to retailers (ICSC)
  • 40.7% of baby boomers indicated that price was more important than a loyalty program vs 22.5% of Millennials (Aruba)
  • 92% of loyal customers rank price and value as the top driver for loyalty to specific retailers, followed by product/quality at 79% and variety/selection at 71% (ICSC)
  • 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)
  • When making purchase decisions, 66% of consumers rely on customer ratings and reviews and technical product data (55%) (DXC Technology)
  • 59% of shoppers said useful and relevant search and navigation results were important for engagement (DXC Technology)
  • 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)
  • 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)
  • 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)
  • 58% of U.S. consumers said it takes several really bad experiences in order to make the hard choice to leave a brand, with 34% saying it’s more a matter of growing apart as they experienced a gradual decrease in what was special (InMoment)
  • 19% of customers said they only give a brand one chance to fail before they leave (InMoment)
  • Nearly 50% of customers say they’ve left a brand to which they were loyal to go to a competitor that is better at meeting their needs (InMoment)
  • 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)
  • 76% of consumers that have aligned with a brand are likely to change their mind (Adtaxi)
  • 30% of US consumers change brand often just for the sake of variety and novelty (GfK)
  • 6.5% of millennials considered themselves brand loyal, and those who prefer personalized communications have a 28% higher brand loyalty than those who do not (SmarterHO)
  • 54% of U.S. consumers have switched providers in the past year (Accenture)
  • 13% of customers are loyalists, who don’t shop around (McKinsey Research)
  • 29% of customers shop around, but ultimately repurchase from the same brand (McKinsey Research)
  • 58% of customers switch to a different brand (McKinsey Research)
  • 18% of U.S. consumers confirm that their expectations around brand loyalty have completely changed (Accenture)
  • 41% of U.S. consumers are loyal to brands that offer them the opportunity to personalize products to create something that is bespoke to them (Accenture)
  • 51% of U.S. consumers are loyal to brands that interact with them through their preferred channels of communication (Accenture)
  • 91% of consumers suggest that omnichannel experiences are either important or critical, with 29% suggesting that companies should be where I want, when I want, ready to share and communicate how I expect (CMO)
  • 78% of baby boomers said the frustration from restarting conversations with a brand through a new channel has led them to question why they do business with the brand at all (CMO)
  • 81% of U.S. consumers feel loyal to brands that are there when they need them, but otherwise, respect their time and leave them alone (Accenture)
  • 85% of U.S. consumers are loyal to brands that safeguard and protect the privacy of their personal information (Accenture)
  • 44% of U.S. consumers are loyal to brands that actively engage them to help design or co-create products or services (Accenture)
  • 41% of U.S. consumers are loyal to organizations that present them with new experiences, products or services (Accenture)
  • 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)
  • 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)
  • 59% of U.S. shoppers have told someone about a negative experience they’ve had with a company (Criteo)
  • 68% of U.S. shoppers have recommended a company to someone based on a good experience (Criteo)
  • 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)
  • 67% of customers say their standard for good experiences is higher than they’ve ever been (iperceptions)
  • 76% of customers say they expect companies to understand their needs and expectations (iperceptions)
  • 64% of customers find the customer experience more important than price when purchasing something (iperceptions)
  • $98 billion is left on the table every year by companies who fail to provide simple experiences (iperceptions)
  • An estimated $1.6 trillion is lost every year in the U.S. as a result of poor customer service (iperceptions)
  • Experience-driven businesses have an average annual revenue growth rate of 15% vs. 11% for other companies (iperceptions)
  • 67% of customers say they will pay more for a great experience (iperceptions)
  • 56% of consumers say the overall enjoyment of the purchase experience is important in their decision to buy a product or service (iperceptions)
  • 74% of consumers will likely switch brands if they find the purchasing process too difficult (iperceptions)
  • 32% of consumers stop doing business with a brand they love after only one bad experience (iperceptions)
  • 57% of consumers have stopped buying from a company because one of their competitors provided a better experience (iperceptions)
  • 64% of consumers are more likely to recommend a brand to others if it offers a simpler experience and communications (iperceptions)
  • Half of experience-driven businesses see increased advocacy as a result of their experience investments (iperceptions)
  • 71% of consumers recommend a product or service because they received a great experience (iperceptions)
  • Experience-driven businesses report between 1.6x-1.9x higher YoY growth in customer retention, repeat purchase rates, average order value and customer lifetime value than other companies (iperceptions)
  • Automatic, location-based offers when inside a store improved the experience for 83% of loyalty program members who have tried this functionality (Bond)
  • Instantly redeeming points for purchases at other merchants improved the experience for 84% of those who have done so (Bond)
  • Using Augment Reality to engage with a program improved the experience for 63% of loyalty program members (Bond)
  • Among those using card-on-file, 85% of loyalty program members say their experience improved (Bond)
  • 33% of U.S. consumers are loyal to brands that engage them in “multi-sensory” experiences, using new technologies such as virtual reality or augmented reality (Accenture)
  • 23% of U.S. consumers are loyal to brands that partner with celebrities (Accenture)
  • 42% of U.S. consumers are loyal to brands that their family and friends do business with (Accenture)
  • 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)
  • 66% of consumers agree that COVID-19 has strengthened the need for greater business involvement in improving social and environmental outcomes (Accenture)
  • 50% of Americans strongly agree that companies need to have a core set of values and morals built into their business model, and 42% strongly agree that companies have the power to influence social change (Global Strategy Group)
  • 33% of Americans say it is very appropriate for companies to take a stance or act on political or social issues (Global Strategy Group)
  • 37% of consumers plan to spend more on American-made products in the 2020 holiday season, up 6 points from the previous year (Adage)
  • 66% of consumers agree that COVID-19 has strengthened the need for greater business involvement in improving social and environmental outcomes (Accenture)
  • 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)
  • 37% of U.S. consumers show loyalty to brands that actively support shared causes, such as charities or public campaigns (Accenture)
  • Two-thirds of consumers think it’s important for brands to take a public stance on social issues (Sprout Social)
  • 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)
  • 79% of Gen Z would engage with a brand that could help them make a difference (Saatchi New York)
  • 39% of U.S. consumers feel loyal to brands that connect them with other providers, giving them the ability to exchange loyalty points or rewards (Accenture)
  • Over half of customers rated rewards as important for both big-ticket and small, habitual purchases (Wirecard)
  • Less than 8% of customers claimed rewards were not at all important to their purchasing decisions (Wirecard)
  • 42% of consumers said incentives sometimes sway consumers to choose one brand over another, even if they’re loyal to the brand without rewards (Wirecard)
  • 33% of consumers said incentives often sway consumers to choose one brand over another, even if they’re loyal to the brand without rewards (Wirecard)
  • 18% of consumers said incentives always sway consumers to choose one brand over another, even if they’re loyal to the brand without rewards (Wirecard)
  • 45% of consumers made 1-3 purchases because of incentives in the past year, 22% made 4-6 purchases, 14% made no purchases, 10% made 10 or more purchases, and 9% made 7-10 purchases (Wirecard)
  • About 45% of consumers said digital prepaid cards were their preferred way to receive rewards (Wirecard)
  • 39% of consumers said one day or less is the maximum amount of time it should take to receive a reward after applying to receive it, 24% said 3 days or less, 22% said 1 week or less, 9% said 2 weeks or less, 3% said 1 month or less, 2% said 3 weeks or less and 2% said longer than 1 month is okay (Wirecard)
  • Consumers’ top frustrations with the rewards experience include: long wait for reward (46%), user errors (34%), confusing redemption process (34%), and tracking points (27%) (Wirecard)
  • 70% of consumers currently manage their rewards/incentive programs with a mobile app, 35% with a physical rewards card, 25% with a web app, and 13% with a mobile wallet (Wirecard)
  • 75% of customers said they were likely to make another purchase after receiving an incentive (Wirecard)
  • After receiving a reward, consumers are likely to perform the following actions: over 75% made another purchase, over 50% discuss their experience with others, over 35% leave a positive review, and over 15% share their experience on social media (Wirecard)
  • How consumers engage with brands after a positive rewards experience: Almost 70% visit the brand’s retail locations, over 40% follow them on social media, about 35% view brand content, over 30% subscribe to their newsletter and about 15% attend the brand’s events (Wirecard)
  • 51% of U.S. consumers are loyal to brands that keep them on the cutting edge by consistently offering the latest products and services (Accenture)
  • 26% of U.S. consumers think brands should do everything possible to earn their loyalty (Accenture)
  • 55% of U.S. consumers express loyalty by recommending the brands and companies they love to family friends (Accenture)
  • 43% of U.S. consumers spend more with the brands and companies they are loyal to (Accenture)
  • 23% of U.S. consumers feel loyal to organizations that partner with social influencers (Accenture)
  • 40% of consumers chose “satisfaction” to describe their experience with brands to which they are loyal (InMoment)
  • Brands with a high sense of purpose have experienced a brand valuation increase of 175% over the past 12 years compared to the median growth rate of 86% (Kantar)
  • 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)
  • The top mobile tactic that marketers plan to implement in 2019 is providing offers and discounts exclusive for mobile users to boost sales (RetailMeNot)
  • 63% of global consumers prefer to purchase products and services from companies that stand for a purpose that reflects their own values and beliefs, and will avoid companies that don’t (Accenture)
  • 62% of consumers want companies to take a stand on the social, cultural, environmental and political issues they care about the most (Accenture)
  • 65% of consumers based purchased decisions on the words, values and actions of company leaders (Accenture)
  • Consumers are drawn to brands that are committed to using good quality ingredients (76%), treat employees well (65%) and are focused on reducing plastics and improving the environment (62%) (Accenture)
  • A company’s ethical values and authenticity influences purchase consideration for 62% of consumers, and 74% want more transparency in how companies highlight issues like sourcing products, ensuring safe working conditions and enforcing policies on animal testing (Accenture)
  • 36% of consumers are disappointed by how a company acted, which betrayed their belief in what the company stands for (Accenture)
  • 47% of consumers stopped doing business with a company in response to a moment of brand disappointment (Accenture)
  • 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)

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  • 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)
  • 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)
  • 66% of baby boomers, 50% of Gen X and 33% of millennials consider “American-made” products to be a positive contributor to a brand’s perception (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)
  • 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)
  • 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)
  • 89% of American consumers say they are loyal to brands that share their values (Wunderman)
  • Existing customers are 50% more likely to try new products, and spend 31% more than new customers (Koyne Marketing)   
  • Consumers with an emotional connection to a brand have a 306% higher lifetime value, stay with a brand for an average of 5.1 years vs. 3.4 years, and will recommend brands at a much higher rate (71% vs. 45%) (Motista)
  • 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)
  • 82% of consumers with high emotional engagement would always buy the brand they are loyal to when making purchase decisions vs 38% of consumers with low emotional engagement (Capgemini)
  • A strong emotional engagement with the consumer could help boost annual revenues by 5% (CapGemini)
  • 81% of emotionally connected consumers will not only promote the brand among their family and friends, but they will also spend more (Capgemini)
  • 70% of consumers with a high emotional engagement spend up to twice as much (Capgemini)
  • 86% of emotionally engaged consumers want brands to be engaged and reciprocate their loyalty in two-way interactions (Capgemini)
  • 81% of emotionally engaged consumers enjoy giving back to a brand (Capgemini)
  • 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)
  • 57% of Centennials say quality drives their loyalty to a brand more than any other factor, even more than price (55%), nearly 10% higher than any other generation (Yes Lifecycle Marketing)
  • 69% of millennials (ages 18-34) indicate they always or often choose the same brand when making a major purchase vs 58% of Gen-Xers (ages 35-54) and 56% of Boomers (ages 55+) (TD Bank)
  • Millennials are more likely than any other generation to say their loyalty to a brand has influenced their most recent purchase (70%) (Yes Lifecycle Marketing)
  • Millennials are more likely than other generations to remain loyal to a brand because of its loyalty rewards (22%) and its company reputation or philosophy (15%) (Yes Lifecycle Marketing)
  • 15% of Millennials say points influenced their most recent purchase (Yes Lifecycle Marketing)
  • 85% of Gen X consumers report that discounts influenced their last purchase (Yes Lifecycle Marketing)
  • Baby boomers led the generations when it comes to factors that drive brand loyalty: Price (62%), Convenience (30%) and Product Variety (21%) (Yes Lifecycle Marketing)
  • 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)
  • 77% of consumers and 60% of millennials say they’ve held relationships with specific brands for 10+ years (InMoment)
  • 61% of loyal customers go out of their way to buy from specific brands and 60% will make more frequent purchases (70% for millennials) and 50% will purchase more products (InMoment)
  • 75% of loyal customers will recommend a brand to friends and family (InMoment)
  • Consumer expectations for trust increased across all product and service categories and brands by an average of 250% year-over-year (Brand Keys)
  • 42% of consumers distrust brands (Trinity Mirror)
  • 37% of consumers trust brands less than they used to, compared to only 7% who trust brands more than they used to (Trinity Mirror)
  • 58% of adults don’t trust a brand until they have seen real world proof (Trinity Mirror)
  • 91% of consumers would reward a brand for its authenticity, and 62% said they would either purchase a product from a brand they deem to be authentic or express greater interest in buying from that brand in the future (Cohn & Wolfe)
  • 90% of customers who feel high levels of trust and loyalty are significantly more likely to share ratings in the 90% range for both and detailed commentary exceeding 70% about their experiences (InMoment)
  • 30% of customers who feel high levels of trust and loyalty are willing to hand over personal data and 41% are up for sharing their purchase data with trusted brands (InMoment)
  • 71% of U.S. consumers worry about how brands collect and use their personal data, and 34% don’t trust tech companies with their digital privacy (ExpressVPN)
  • Consumers prefer personalized rewards for their loyalty to a brand, with 68% indicating they would shop at a store offering them over one that did not (BRP consulting)
  • 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)
  • 70% of businesses said they were improving client experience because customers expect more personalization, while 60% simply want to improve customer loyalty (Winterberry Group)
  • 41% of U.S. consumers said they ditched a company because of poor personalization and lack of trust (Accenture)
  • 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)
  • 25% of Millennials are fully engaged customers (Gallup)
  • 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)
  • 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)
  • 50% of U.S. consumers said they switched companies they buy from this year because of poor customer experience (Accenture)
  • 47% of consumers will abandon a brand if it repeatedly provides “poor, impersonal or frustrating” customer experiences (CMO Council)
  • 52% of consumers said exceptional customer experiences include a fast response time to problems/suggestions (CMO Council)
  • 32% of contact center employees believe that customer problems will only become increasingly difficult over the next two years, and 45% worry customers will expect even more from companies (Calabrio)
  • 47% of consumers said a great customer experience includes instant access to knowledgeable sales staff 24/7 (CMO Council)
  • 74% of consumers think knowledgeable in-store staff is important to their brand experience (Oracle)
  • Eight out of Ten consumers are willing to pay more for better customer experience (Capgemini)
  • 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)
  • 76% of savvy millennial and gen x shoppers say an offer or discount is the largest factor in their purchase decisions (RetailMeNot)
  • 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)
  • 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)
  • 49% of consumers say their purchasing decisions are influenced by friends’ social media posts followed by a brand or retailer they follow on social media (30%) (Adtaxi)
  • 59% of consumers have at least considered purchasing a product after seeing a post about it from a social media influencer (Adtaxi)
  • 26% of consumers say their purchasing decisions are impacted by social media influencers, and 24% put the same level of trust in friends and influencers when it comes to product opinions (Adtaxi)
  • 81% of Americans say finding a great deal or offer is on their mind throughout the entire shopping journey (RetailMeNot)
  • 77% of shoppers say discounts can influence where they shop, and 48% say they can speed up the decision-making process (RetailMeNot)
  • Two-thirds of shoppers will either not shop without a discount or will look for discounts before they begin shopping (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)
  • 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)
  • 56% of consumers value personalized offers in the retail shopping experience (Oracle)
  • 16% of European consumers and 22% of global consumers agreed that the offers they receive from retailers are always personalized or always relevant (Oracle)
  • 47% of global consumers indicated it would be awesome to receive real-time offers based on what they’ve been browsing online (Oracle)
  • 75% of consumers believe that personalized offers from retailers are different than relevant offers (Oracle)
  • 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)
  • There was $756 billion this past year in lost retail and brand sales in the U.S. alone, and globally, $2.5 trillion (Accenture)
  • It takes 12 positive customer experiences to negate the poor impression left behind from one unresolved, bad experience (BI Intelligence)
  • Once a provider loses a customer, 68% of consumers will not go back (Accenture)
  • 80% of switchers feel the company could have done something to retain them (Accenture)
  • 83% of consumers who switched providers say if companies could provide better live or in-person support, it would have impacted their decision to switch providers (Accenture)
  • 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)
  • 57% of consumers listed “having a negative review unaddressed while continuing to receive offers for similar products” as the top reason they would break up with a brand (Talend)
  • 24 percent of consumers have either stopped doing business or done less business with a company after it was breached (Privitar)
  • 42 percent of consumers wouldn’t share sensitive data (e.g. name, address, email address, phone number, location information, health information, banking information, social security number) with a business for any reason (Privitar)
  • When it comes to brand loyalty, 40% of consumers think a brand’s trustworthiness is most important and 31% say it’s the brand’s commitment to protecting their data and 30% believe customer service matters most (Privitar)
  • 53% of consumers listed a company falling victim to a data breach as a reason for breaking up with a brand (Talend)
  • 83% of consumers will stop spending with a business for several months in the immediate aftermath of a security breach or a hack, and 21% will never return to a brand or business post- breach (PCI Pal)
  • 42% of consumers listed not providing live/real-time customer service support as a reason for breaking up with a brand (Talend)
  • 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)
  • 56% of high-income consumers feel less loyal to brands now than they previously did (YouGov)
  • 62% of high-income consumers said that feeling like they had a personal relationship with a brand was a factor in loyalty (YouGov)
  • 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)
  • 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)
  • The three most important aspects of customer service are a fast response, knowledgeable service agents, and a quick resolution to the issue (Loyalty360)
  • 95% of customers are looking for some degree of proactive communication from the companies with which they do business (Loyalty360)
  • 38% of customers want a moderate amount or lots of proactive communication, and another 37% want occasional proactive contact that is tailored to them (Loyalty360)
  • When asked how their customer service measures up, 71% of business leaders think they provide better customer service than their competitors (Loyalty360)
  • 63% of customers say that organizations should make getting to know them better a top priority (Loyalty360)
  • Nearly two-thirds of customers feel confident in how well organizations understand them (Loyalty360)
  • There’s a 24% gap in what customers think vs. businesses in how well they understand consumers (Loyalty360)
  • 89% of customers say that a company providing poor customer service damages their impression of the brand (Loyalty360)
  • 46% of customers will tell people they know if they’ve had a poor customer experience when making a purchase, and 44% will stop the purchase and seek a different provider (Loyalty360)
  • 75% of customers have stopped using an organization’s services because of a poor service experience (Loyalty360)
  • 35% of business leaders believe their organization loses customers all the time or regularly due to poor service (Loyalty360)
  • 33% of customers strongly agree customer service quality is a major determining factor of loyalty, 44% agree, 20% are neutral and 2% disagree (Loyalty360)
  • 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)
  • 47% of customers would take their business to a competitor within a day of experiencing poor customer service (24/7)
  • 79% of customers would take their business to a competitor within a week of experiencing poor customer service (24/7)
  • 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)
  • 37% of consumers who ended a business relationship did so because they were frustrated with the IVR (24/7)
  • A third of consumers are disappointed with a brand because of perceived lack of attention, 16% are frustrated and 12% are distrustful (Episerver)
  • 24% of employers that have increased educational requirements for their workforce have seen a positive effect on customer loyalty (CareerBuilder)
  • Experiences that would make customers take their business elsewhere include unfriendly service (60%) and employees’ lack of knowledge (46%) (PwC)
  • 50% of consumers said they were willing to give a retailer a second and third chance, with 50% abandoning brand loyalty only after the same mistake was made more than twice (SAP Hybris)
  • 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)
  • 81% of Americans say businesses are meeting or exceeding their customer service expectations (American Express)
  • 40% of Americans say they feel businesses are increasing their focus and attention on service (American Express)
  • Consumers spend up to 17% more with companies with excellent service (American Express)
  • Millennials were willing to spend up to 21% more with companies for great service (American Express)
  • 84% of Millennials say businesses are meeting or exceeding expectations (American Express)
  • 74% of Millennials would switch to a different retailer if they had poor customer service (ICSC)
  • 86% of Gen Xers and 85% of Baby Boomers would switch retailers immediately if customer service is poor (ICSC)
  • 58% of Millennials say they will buy the same brand of products no matter what (ICSC)
  • 80% of executives feel their brand understands the needs and desires of their consumers, only 15% of consumers agree (Capgemini)
  • 36% of millennials and 29% of gen Z often use coupons (Numerator)
  • 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)
  • 52% of consumers state that a key influence on loyalty is knowing that retailers are acting sustainable, especially for grocery (56%) and fashion (52%) (Oracle)
  • 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)

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  • 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)
  • 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)
  • 87% of consumers would request brands remove their personal information if given the option (Oracle)
  • 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 Program/ Loyalty Marketing Statistics

  • Businesses with loyalty programs report that 45% of their sales are made by loyalty program members (Antavo, 2023)
  • 79% of companies with loyalty programs plan to revamp in the next three years, up from 72% last year (Antavo, 2023)
  • The lifetime value of members who spend points in a loyalty program is 6.3x higher (Antavo, 2023)
  • Loyalty program members who redeem personalized offers spend 4.5x more annually (Antavo, 2023)
  • Loyalty program members who redeem partner rewards spend 3.4x more than other customers (Antavo, 2023)
  • During this time of inflationary crisis and potential recession, businesses believe that the main focus of loyalty programs should be: (Antavo, 2023)
    • Member communication and relationships (34%)
    • Transactional loyalty (33%)
    • Emotional loyalty (27%)
    • Member acquisition (6%)
  • 89% of respondents trusted loyalty initiatives to help them overcome the current inflation crisis (Antavo, 2023)
  • 56% of loyalty program owners are satisfied or very satisfied with their current loyalty program (Antavo, 2023)
  • 80% of companies that measure loyalty program ROI measured a positive return of 4.9x revenue than spend (Antavo, 2023)
  • 41% of loyalty programs are managed by a dedicated loyalty team, another 36% are the responsibility of a marketing team (Antavo, 2023)
  • On average, loyalty programs take up 28% of a company’s marketing budget, compared to 23% last year (Antavo, 2023)
  • 53% of B2C businesses plan to increase spending on loyalty in 2023 (Comarch, 2023)
  • Participation in quick-service restaurant loyalty programs grew 15% in the past year (PYMNTS, 2023)
  • When asked why they didn’t use a restaurant loyalty program, diners said: (PYMNTS, 2023)
    • The restaurants I like don’t have a loyalty program (42.7%)
    • I don’t buy enough to make a program effective (41%)
    • They are too hard to keep track of (23%)
    • I worry about the security of my personal data (15%)
  • Companies plan to invest $375K on average in the launch or revamp of their loyalty program (Antavo, 2023)
  • 84% of businesses offer a free loyalty program, and 47% of businesses that are planning to launch a loyalty program say it will be free (Antavo, 2023)
  • 8.1% of businesses offer both a free and a premium loyalty program, and 24% of businesses that are planning to launch a new loyalty program say they will offer both a free and a premium loyalty program (Antavo, 2023)
  • 40% of businesses believe the biggest benefit of linking payment cards to loyalty programs would be the ability to gather rich customer data (Antavo, 2023)
  • 22% of loyalty programs currently reward charity (Antavo, 2023)
  • 91% of executives say their loyalty program should provide more rewards or benefits (PWC, 2023)
  • 63% of company’s increased their loyalty program budget in the latest billing cycle (PWC, 2023)
  • 80% of executives say their loyalty programs are similar to others in the same industry (PWC, 2023)
  • 48% of consumers said discounts and rebates were the most important part of a personalized experience, 43% said flexible loyalty programs (PWC, 2023)
  • 68% of consumers agree that their loyalty is more difficult to than ever before (Clarus Commerce)
  • 81% of traditional loyalty program members would join a premium loyalty program at their favorite retailer, as long as the benefits were valuable (Clarus Commerce)
  • 79% of consumers say they don’t want to accumulate points anymore, but that loyalty programs should provide immediate benefits to maintain their loyalty (Clarus Commerce)
  • 90% of consumers would likely choose a retailer where they hold a premium loyalty membership over another retailer offering a lower price (Clarus Commerce)
  • 95% of businesses with traditional loyalty programs have discussed launching a premium loyalty program in 2021 (Clarus Commerce)
  • 90% of businesses say enhancing or expanding their loyalty programs is a priority in 2021
  • 78% of marketing and loyalty professionals anticipate an increase in the number of premium loyalty programs due to COVID-19 (Clarus Commerce)
  • 57% of marketing and loyalty professionals report lack of budget, internal resources or IT support as the main reasons for not launching loyalty programs (Clarus Commerce)
  • 51% of businesses with premium loyalty programs consider program members to be at least 4x as valuable as non-members (Clarus Commerce)
  • 41% of retailers say loyalty program members receive benefits in the first month (Clarus Commerce)
  • 65% of retailers say their premium loyalty program members receive benefits at least in the first week, 17% say immediately (Clarus Commerce)
  • 86% of retailers who deliver benefits to loyalty program members within the first week report that members shop at least once per week, compared to 63% of retailers who offer benefits within the first month (Clarus Commerce)
  • 62% of retailers who deliver loyalty program benefits in the first week of membership experience ROI within the first 6 months, compared to only 21% of retailers who deliver benefits within the first month (Clarus Commerce)
  • Only 7% of retailers offer holiday discounts as part of their program while 73% of millennials have joined a loyalty program solely to use discounts during the holiday shopping season (Clarus Commerce)
  • 37% of retailers report that competing priorities is the biggest barrier to launching a loyalty program (Clarus Commerce)
  • 27% of retailers who offer a loyalty program through a vendor say they have updated their program within the last month compared to only 8% of those who manage loyalty programs in-house (Clarus Commerce)
  • 44% of retailers who use a vendor report loyalty members shop with them at least one every few days, compared to 30% of retailers who manage their loyalty program in-house (Clarus Commerce)
  • 51% of retailers who use a loyalty program vendor report ROI within the first 6 months, compared to 41% of retailers who manage their loyalty program in-house (Clarus Commerce)
  • Consumers are motivated to join a premium loyalty program by these perks: free shipping (66%), instant discounts (60%), surprise rewards (45%), holiday discounts (38%) and exclusive deals (35%) (Clarus Commerce)
  • Only 22% of retailers who don’t offer instant discounts as a member benefit would like to in the future, while 60% of consumers report instant discounts would motivate them to join a premium loyalty program (Clarus Commerce)
  • 58% of retailers with premium loyalty programs think cost is the main deterrent to customers joining (Clarus Commerce)
  • 70% of consumers who aren’t enrolled in a premium loyalty program would join one if their favorite retailer offered it and the benefits were valuable (Clarus Commerce)
  • 94% of premium loyalty members shop at that program’s retailer at least once a month, 44% at least every few days (Clarus Commerce)
  • 84% of retailers with a premium loyalty program rate the profitability of their program at an 8 out of 10 or above (Clarus Commerce)
  • 51% of retailers offer a traditional loyalty program, but no premium loyalty program (Clarus Commerce)
  • 73% of premium loyalty members shopped more with their favorite retailers during the pandemic (Clarus Commerce)
  • 72% of consumers are more likely to be loyalty to a brand if it offers a personalized experience with additional rewards and benefits (Google)
  • 77% of millennial consumers belong to at least one premium loyalty program (Clarus Commerce)
  • The percent of consumers who belong to any premium loyalty program: 70% of Gen Z, 77% of millennials, 78% of Gen X, 57% of baby boomers, 74% of consumers over the age of 74 (Clarus Commerce)
  • 75% of current premium loyalty members are likely to join an additional premium membership in the next 12 months, 37% will definitely join (Clarus Commerce)
  • The top categories for which consumers will pay for a premium loyalty membership include: groceries (58%), clothing & accessories (49%), health & beauty (36%), gas (35%) and travel & hospitality (29%) (Clarus Commerce)
  • 88% of premium loyalty members say they are likely to recommend a retailer with valuable premium benefits to a family member or friend (Clarus Commerce)
  • In 2021, 67% of premium loyalty members shopped at their favorite retailers at least once a week, up from 58% in 2020 (Clarus Commerce)
  • In 2021, 72% of consumers expect to see benefits of a premium loyalty membership within the first week or immediately, compared to 70% in 2020 (Clarus Commerce)
  • 40% of consumers belong to 3-4 traditional (free) loyalty programs, 28% belong to 1-2, 20% belong to 5-6, 11% belong to 7+ (Clarus Commerce)
  • 81% of consumers say they are likely to pay to join a retailer’s premium loyalty program if they are already a part of its free traditional program, this is up from 67% in 2020 (Clarus Commerce)
  • The top 3 reasons for not belonging to a premium loyalty program include: I don’t see the value (44%), It’s too expensive (37%), I would, but the retailers I shop with don’t offer them (30%) (Clarus Commerce)
  • Mobile searches for “rewards app” have grown by over 90% in the past two years (Google)
  • 65% of customers say they enjoy loyalty programs (Criteo)
  • 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)
  • 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)
  • People belong on average to 14.8 loyalty program memberships, but are only active in 6.7 of them (Bond)
  • 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)
  • 73% of consumers are more likely to recommend brands with good loyalty programs (Bond)
  • 79% of consumers say that loyalty programs make them more likely to continue doing business with brands (Bond)
  • The top two reasons consumers across all generations are loyal to their favorite brands are: fair pricing and product selection (CrowdTwist)
  • 71% of Gen X, 70% of Millennials, 63% of Baby Boomers and 62% of Gen Z said a loyalty program influences their brand choices (CrowdTwist)
  • 79% of Baby Boomers are active in at least one loyalty program (CrowdTwist)
  • 38% of the Silent Generation said they don’t participate in any loyalty programs (CrowdTwist)
  • 68% of Gen Z participated in a loyalty program in 2018 and only 59% in 2019 (CrowdTwist)
  • The top reasons consumers join loyalty programs are saving money and member-only perks (CrowdTwist)
  • Free delivery was rated the number one loyalty perk across all generations (CrowdTwist)
  • 70% of Millennials understand the value of loyalty programs and are more willing to pay a premium in exchange for valuable perks like free shipping (CrowdTwist)
  • Millennials redeem rewards most often; 77% redeem at least once a quarter (CrowdTwist)
  • 26% of Gen Z never redeem loyalty program rewards (CrowdTwist)
  • The most popular reward across all generations was discounts, followed by free products (CrowdTwist)
  • Gen Z are more likely to refer a friend and Millennials are more likely to write reviews (CrowdTwist)
  • 79% of Gen Z, Millennials, and Gen X, plus 77% of Baby Boomers and 64% of the Silent Generation want to be rewarded with points for walking into a store or restaurant (CrowdTwist)
  • Completing surveys is the most popular engagement activity within loyalty programs across all generations (CrowdTwist)
  • The younger the generation, the more interested they are in playing a game to earn points (CrowdTwist)
  • 69% of C-suite executives reported their loyalty investments have grown in the past two years, and 55% reported their investments will continue to grow in the next two years (LoyaltyOne)
  • Reasons why companies increased loyalty investment in the past two years:
    • Program membership showed growth (42%)
    • In order to make technical improvements (36%)
    • Strong program performance supported case for increased investment (35%)
    • Leadership placing more strategic importance on loyalty programs/strong performance from competitors (34%)
    • To increase acquisition efforts through loyalty programs/new competitors in market (33%)
    • Need to increase value provided to loyalty members (30%)(LoyaltyOne)
  • 87% of companies are primarily using Loyalty data to optimize member experience, 60% for measurement and forecasting, and 48% for marketing (LoyaltyOne)
  • 61% of companies use loyalty data across at least three different departments in their organizations (LoyaltyOne)
  • 2% of practitioners reported that loyalty data is only used by traditional departments like marketing, PR and communications (LoyaltyOne)
  • On average, loyalty program members contribute 43% of companies’ annual sales (LoyaltyOne)
  • 95% of companies reported that their loyalty program members spend more than their non-members annually (LoyaltyOne)
  • 60% of companies report loyalty customers spend 2-3X more (LoyaltyOne)
  • 23% of companies report loyalty customers are spending 4x or more (LoyaltyOne)
  • Most companies are spending upwards of 4% of total revenues to activate customers and leverage the data asset to create personalized offers and extensions (LoyaltyOne)
  • 88% of practitioners believe their leaders view loyalty program strategy as an important component of the overall company strategy (LoyaltyOne)
  • 79% of top loyalty programs globally have a digital component (LoyaltyOne)
  • 70% of practitioners say members interact with their program via a website, followed closely by a physical card (LoyaltyOne)
  • 69% of programs still offer a physical card, and 31% are digital only (LoyaltyOne)
  • 18% of members say digital experience plays a role in program preference (LoyaltyOne)
  • 45% of ages 18-34, 35% of ages 35-54, and 16% of ages 55+ prefer using a mobile app to collect program currency (LoyaltyOne)
  • 56% of members prefer one loyalty program over another because it is easy to use, 50% because it offers rewards that are relevant, and 43% because the program is trustworthy (LoyaltyOne)
  • 76% of members do not currently pay a fee for the loyalty programs in which they participate (LoyaltyOne)
  • 64% of members would be willing to pay a fee if they received additional benefits like discounts, a better earn rate and expedited free shipping (LoyaltyOne)
  • 92% of practitioners believe their members are very or somewhat satisfied with their loyalty program, but only 79% of customer feel the same way (LoyaltyOne)
  • Members think loyalty programs have a 57% impact on how often they shop with a brand vs. operators at 76%  (LoyaltyOne)
  • Members think their loyalty programs increase the amount they spend by 54% vs. operators at 76% (LoyaltyOne)
  • Members think programs increase the number of items they purchase by 50% vs. operators at 77% (LoyaltyOne)
  • Members believe loyalty programs impact their decision to spend with one brand over another by 58% vs. operators at 75% (LoyaltyOne)
  • Areas where operators say loyalty programs can deliver more value to your organization:
    • Improving customer engagement through program improvements (16%)
    • Improving customer retention focus (15%)
    • Use data more effectively to drive promotional ROI/better marketing of program and benefits to support brand (14%)
    • Use programs as a tool for customer acquisition (11%)
    • Use data more effectively for operational improvements (10%) (LoyaltyOne)
  • 22% of companies believe better use of loyalty data can drive more business value (LoyaltyOne)
  • 21% of members said they will abandon a loyalty program if it doesn’t provide relevant rewards (LoyaltyOne)
  • 30% of companies are using loyalty data to help them develop customer and member segmentations (LoyaltyOne)
  • 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)
  • 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)
  • 53% of Americans participate in a loyalty program because of ease of use (Colloquy)
  • 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)
  • 52.3% of customers will join a loyalty or VIP program (Yotpo)
  • Over 70% of Millennials and Pre-millennials were members of loyalty programs vs. less than 20% among Baby Boomers (Oracle)
  • 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)
  • 82% of Gen X is active in at least one loyalty program (CrowdTwist)
  • 77% of Gen X loyalty program members redeem rewards at least once a quarter (CrowdTwist)
  • 35% of those born in 1945 or earlier said they don’t participate in any loyalty program (CrowdTwist)
  • 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)
  • 45% of Millennials don’t join a loyalty program because it requires too many purchases to earn rewards (Kobie Marketing)
  • 58% of consumers currently belong to a premium program while 65% of those who belong to a paid loyalty program plan to join additional programs in the next year (Clarus Commerce)
  • 31% of consumers say they have yet to join a paid loyalty program because the retailers they shop with don’t offer them (Clarus Commerce)
  • 87% of consumers who are satisfied with the special benefits offered by a retailer’s paid loyalty program will likely choose that retailer over a competitor that is offering a lower price (Clarus Commerce)
  • 84% of consumers are likely to recommend a retailer to friends or family when the retailer offers a paid loyalty program with benefits that are valuable (Clarus Commerce)
  • 15% of consumers use 100% of their free programs on a monthly basis vs. 29% of paid programs (Clarus Commerce)
  • 18% of consumers use 75% of their free programs on a monthly basis vs. 14% of paid programs (Clarus Commerce)
  • 31% of consumers use 50% of their free programs on a monthly basis vs. 24% of paid programs (Clarus Commerce)
  • 32% of consumers use 25% of their free programs on a monthly basis vs. 28% of paid programs (Clarus Commerce)
  • 4% of consumers use none of their free programs on a monthly basis vs. 5% of paid programs (Clarus Commerce)
  • More than 71% of consumers who do not currently belong to a premium loyalty program would join one if their favorite retailers offered them and the benefits were valuable (Clarus Commerce)
  • 73% of consumers are likely to invest in a retailer’s paid loyalty program if they already belong to that retailer’s free loyalty program (Clarus Commerce)
  • 15% of consumers expect to see benefits from paid loyalty programs every day, every few days (24%), once a week (22%), once every few weeks (17%), once a month (16%), less than once a month (7%) (Clarus Commerce)
  • Factors influencing consumers’ decisions to renew paid loyalty programs: frequency of benefits (40%), cost (39%), length of commitment (8%), degree of personalization (7%) and degree of exclusivity (6%) (Clarus Commerce)
  • 67% of consumers said instant discounts that can be used whenever you shop would motivate them to invest in paid loyalty programs, followed by faster/free shipping (61%), free giveaways (56%), surprise rewards (49%), exclusive deals (43%), faster shipping (38%), personalized offers (30%), exclusive in-store experiences (22%), and exclusive access to in-store events (21%) (Clarus Commerce)
  • 9% of consumers said that nothing would motivate them to invest in a paid loyalty program (Clarus Commerce)
  • 54% of consumers would be willing to join a paid loyalty program for grocery, gas (40%), entertainment (38%), clothes/accessories (34%), health & beauty (30%), travel & hospitality (24%) and furniture (11%) (Clarus Commerce)
  • 20% of consumers say they wouldn’t pay for loyalty in any industry (Clarus Commerce)
  • 45% of consumers are willing to pay less than $50 a year for premium loyalty, and 23% would pay between $50-$100 (Clarus Commerce)
  • 71% of millennials say their loyalty is more difficult for a retailer to maintain than ever before vs. 68% of non-millennials (Clarus Commerce)
  • 80% of millennials say they would be willing to join a paid loyalty program if their favorite retailers offered them and the benefits were valuable vs. 68% of non-millennials (Clarus Commerce)
  • 50% of millennials expect to receive benefits from premium programs every few days vs. 31% of non-millennials (Clarus Commerce)
  • 41% of millennials use premium loyalty benefits at least every few days vs. 24% of non-millennials (Clarus Commerce)
  • 29% of millennials would definitely join another premium loyalty program if the benefits were valuable vs. 16% of non-millennials (Clarus Commerce)
  • 90% of millennials would choose retailers with premium programs they belong to over other retailers vs. 86% of non-millennials (Clarus Commerce)
  • 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)
  • 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)
  • 11% of millennials actively engage with all the loyalty programs to which they are members (CodeBroker)
  • U.S. consumers hold 3.8 billion memberships in customer loyalty programs (Colloquy)
  • 79% of consumers look for deals in loyalty and reward programs before making a purchase (Hawk Incentives)
  • 26% of consumers look for deals in loyalty and reward programs while shopping (Hawk Incentives)
  • 74% of consumers choose a store based on a strong loyalty or discount program (IRI)
  • 72% of Gen Z and Gen X, 68% of Millennials, 56% of Baby Boomers and 42% of those born in 1945 or earlier said they could be persuaded to choose one brand over another due to the presence of a loyalty program (CrowdTwist)
  • 79% of both Millennials and Gen Xers want a strong loyalty or discount program, while just 74% of Baby Boomers and 66% of seniors feel the same (IRI)
  • 39% of U.S. consumers participate in a loyalty program because they give great discounts (Colloquy)
  • 37% of U.S. consumers participate in a loyalty program because they are easy to understand (Colloquy)
  • 54% of loyalty memberships are inactive (Capgemini)
  • 28% of consumers are abandoning loyalty programs without redeeming any points (Capgemini)
  • 70% of consumers abandon loyalty rewards because it takes more than six months to accumulate enough points to redeem rewards (Maritz)
  • 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)
  • 57% of U.S. consumers will abandon a loyalty program if it took too long to earn points or miles (Colloquy)
  • 56% of brands automatically enroll customers into their loyalty program at account signup (L2)
  • 39% of brands require additional information to enroll in their loyalty program (L2)
  • 86% of brand loyalty programs lack any rewards for completing a profile (L2)
  • 35% of brands reward loyalty members for non-transactional engagement (L2)
  • 51% of Americans still trust loyalty programs with their personal information (Colloquy)
  • 64% of brands reported an increase in loyalty program membership over the last year (3Cinteractive)
  • 70% of shoppers said they belonged to between one and five non-grocery loyalty programs (CodeBroker)
  • 16% of shoppers don’t belong to a loyalty program of any kind (CodeBroker)
  • 24% of shoppers use the rewards they earn (CodeBroker)
  • 38% of shoppers say they never knew if they had rewards available (CodeBroker)
  • 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)
  • 71% of consumers decide to join a loyalty program because of money off of every purchase and 63% for free products; these are the top two most attractive rewards to consumers (Oracle Hospitality)
  • The retail sector accounts for 1.6 billion reward program memberships, making it the largest (Colloquy)
  • Grocery program memberships dropped 24% to 142 million vs 188 million in 2015 (Colloquy)
  • Memberships in the financial sector rose to 664 million vs 578 million in 2015 (Colloquy)
  • The travel and hospitality sector, covering airline and hotel programs, restaurant, car rental, cruise line and gaming programs, accounts for 1.1 billion memberships (Colloquy)
  • The other/emerging loyalty sector, covering online-only offerings, entertainment, daily deals, point aggregators and card-linked offers, accounts for 12% of the U.S. loyalty market with 462 million memberships (Colloquy)
  • 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)
  • 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)
  • 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)
  • 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 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)
  • 78% of loyalty programs offer experiential rewards compared to 61% last year (Gartner)
  • Nearly all loyalty programs offer monetary benefits, ranging from product discounts to cash rewards (Gartner)
  • Free standard shipping is a growing monetary loyalty benefit, with 49% of retailers offering it over 39% last year (Gartner)
  • Adoption of loyalty programs grew 13% over last year, specifically across the activewear, big box and department store sectors (Gartner)
  • 61% of consumers say they want loyalty program points and rewards in return for personal data, and 61% expect discounts and other special offers (Retail Dive)
  • 65% of men who are willing to share their data say they want to get loyalty program points and rewards, followed by 60% who want discounts and special offers (Retail Dive)
  • 90% of consumers are okay with brands knowing more about them if it helps deliver a more rewarding and satisfying shopping experience (Episerver)
  • 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)
  • 66% of women who are willing to share their data want discounts while 59% say they want loyalty program rewards (Retail Dive)
  • 63% of Gen Z participates in at least one loyalty program, whereas 71% of Millennials do (CrowdTwist) 
  • 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)
  • 63.1% of Millennials and 61.3% of Gen X view loyalty programs as important to them (AlixPartners)
  • 73% of Millennials and 48% of Gen Z said they are influenced to purchase based on loyalty programs (Lab42)
  • 64% of Gen Z and Millennials could be persuaded to shop with a brand if they have a loyalty program (CrowdTwist) 
  • 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)
  • 40% of Gen Z reported playing games as the preferred way of earning loyalty points (CrowdTwist) 
  • Gen Z is almost 50% more likely than Millennials to write a product review in exchange for points (CrowdTwist) 
  • Gen Z consumers rank beauty and media & entertainment in the top five categories for loyalty programs (CrowdTwist)
  • 65% of Gen Zers want to get a lot for their money with discounts, coupons and a rewards program (National Retail Federation)
  • 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)
  • 43% of shoppers say physical cards are the biggest obstacle to claiming rewards, and 17% cite that looking up a missing card is most annoying (CodeBroker)
  • 28% of shoppers say they forget to bring paper rewards certificates to redeem (CodeBroker)
  • 15% of shoppers say linking a card online is the biggest hassle of loyalty programs (CodeBroker)
  • 62% of shoppers surveyed cited inconvenience as their top reason for not signing up for a mobile loyalty program (3Cinteractive)
  • 70% of shoppers say they would us a mobile version of their loyalty cards if they didn’t have to sign into a website or download an app (CodeBroker)
  • 71% of shoppers say they would be more likely to use their loyalty cards if they could access these cards and rewards from their mobile phone (CodeBroker)
  • 62% of U.S. mobile shoppers report increased store visits as a direct result of interaction with mobile loyalty programs (3Cinteractive)
  • Of the brands that have not launched a mobile component to their loyalty program, 81% cited lack of technical resources and support as their main obstacles to mobile loyalty implementation (3Cinteractive)
  • 43% of shoppers say rewards expire before they can be redeemed (CodeBroker)
  • 57% of members do not know their points balance, and 38% are unaware of their points value (Bond)
  • 21% of U.S. internet users wanted texts from loyalty programs (3Cinteractive)
  • 21% of U.S. internet users said they prefer to get loyalty communications via push notification (3Cinteractive)
  • 18% of U.S. internet users prefer to get loyalty communications via mobile wallets (3Cinteractive)
  • 35% of brands said Artificial Intelligence/Chatbot Integration was the next big opportunity for their loyalty program (3Cinteractive)
  • 87% of large companies stated customer experience efforts had a positive business impact (Temkin Group)
  • Active engagement rates for loyalty programs have remained flat in the past four years (Bond)
  • 61% of shoppers reported that user-generated content encourages them to engage with brands (TurnTo)
  • 87% of digital natives want omnichannel loyalty programs from retailers, restaurants, and gyms (CrowdTwist)
  • 70% of brands with a loyalty program don’t let the customer choose their preferred reward (IBM)
  • 40% of millennials want to track/redeem rewards on an app (Software Advice)
  • 37% of millennials prefer receiving discounts for their loyalty program reward (software Advice)
  • Millennials are most incentivized to join a loyalty program based on how quickly rewards accrue (51%) and the variety of rewards available (38%) (Software Advice)
  • 50% of millennials stated they quit a program because rewards took too long to accrue (Software Advice)
  • 40% of millennials prefer to use an app to identify themselves as loyalty members (Software Advice)
  • 23% of shoppers use mobile access to loyalty/rewards programs (PWC)
  • 71% of consumers who are members of loyalty programs say membership is a meaningful part of their relationships with brands (Bond)
  • Consumers are most satisfied with grocery store loyalty programs (50%) and least satisfied with airline loyalty programs (36%) (Bond)
  • The member experience accounts for almost 75% of driving member engagement (Bond)
  • 3 in 10 loyalty program members strongly agree the loyalty program experience is consistent with what they have come to expect from the brand (Bond)
  • 25% of loyalty program members agree that the program interacts with them through the right channels, resulting in an 8.6x lift in personalization (Bond)
  • 22% of loyalty program members agree that the program interacts with them at the right place, resulting in a 6.8x lift in personalization (Bond)
  • 22% of loyalty program members agree that the program interacts with them at the right moments, resulting in a 10.1x lift in personalization (Bond)
  • 22% of loyalty program members agree that the program interacts with them using the right messages, resulting in a 7.2x lift in personalization (Bond)
  • 52% of loyalty program members said it would be appealing to have the ability to use points to pay for recurring purchases (Bond)
  • 69% of loyalty program members said it would be appealing to have the ability to use points to pay for a pre-selected reward once you accumulate required points (Bond)
  • 67% of loyalty program members said it would be appealing to have the ability to use points to pay for an upcoming purchase you intend to make (Bond)
  • 27% of loyalty program members say they have a consistent experience across each point of interaction with the brand (Bond)
  • 67% of consumers would modify the brands/companies they purchase from in order to maximize points (Bond)
  • 3 billion loyalty cards will operate as mobile-only or be integrated into mobile apps by 2020, up from 1.4 billion in 2015 (Juniper)
  • 70% of consumers would have a more positive opinion of a brand that allowed them to save a plastic loyalty card in their smartphone (Vibes)
  • 22% of loyalty program members strongly agree that program representatives consistently make them feel positive emotions; only 21% strongly agree that these same people improve their understanding of the program (Bond)
  • Loyalty programs that establish positive emotional connections with members see 27% more of their membership increasing their spend with the brand (Bond)
  • 66% of consumers modify their brand spend to maximize loyalty benefits (Bond)
  • 50% of consumers have quit a loyalty program (500friends)
  • 64% of all consumers still find it appealing to earn points for purchases (HelloWorld)
  • 75% of consumers indicated they want to be rewarded for things like watching a brand video or taking a survey (HelloWorld)
  • 75% of consumers want to be rewarded for engagement beyond purchase (HelloWorld)
  • 40% of Millennials approve of loyalty programs that are fun and interactive (HelloWorld)
  • 81% of Millennials favor loyalty programs that do more than offer rewards for purchase (HelloWorld)
  • 60% of loyalty program members are interested in partnerships (Bond)
  • 70% of consumers overwhelmingly like the idea of programs partnering with other brands to increase ways to earn loyalty points (HelloWorld)
  • 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)
  • About 50% of all millennials say limited time offers are very enticing and something that they are on the lookout for (Coca-Cola)
  • 55% of Millennials and 38% of Gen-Xers express a preference for surprise and delight tactics in loyalty programs (HelloWorld)
  • 40% of Millennials believe loyalty programs should offer interactive games (HelloWorld)
  • 53% of all consumers said it takes too long to earn a reward (HelloWorld)
  • 77% of consumers believe that a loyalty program should offer personalized rewards (HelloWorld)
  • 72% of consumers believe a loyalty program should recognize them when they make a purchase (HelloWorld)
  • When it comes to loyalty programs, 82% of consumers prefer discounts and offers, 77% free products and 66% free services (HelloWorld)
  • Loyalty programs have a higher influence on Gen Z and Millennial consumer spend than on Boomers (66% vs 58%) (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)
  • The number of active program memberships consumers have the appetite and capacity to handle is seven (Bond)
  • 86% of customers are more loyal to the brands where they participate in rewards programs (Citi Retail Services)
  • Just 19% of loyalty program members say that brand representatives make them feel special and recognized (Bond)
  • 84% of all loyalty program members have made redemptions, and there is a 1.6x lift in satisfaction among redeemers vs. non-redeemers (Bond)
  • 53% of loyalty program members say they are interested in using game mechanics (Bond)
  • 62% of Gen Z and 67% of young Millennials are highly influenced by loyalty programs (Bond)
  • 41% of Gen Z and 44% of younger Millennials are very satisfied with their loyalty programs (Bond)
  • Gen Z and younger Millennials are 20% more comfortable than the average American with the information loyalty programs collect from them (Bond)
  • 32% of loyalty program members strongly agree the program makes their brand experience better (Bond)
  • When loyalty programs make the member experience with the brand better, there is a 9.2x lift in satisfaction, a 7.3x lift in good word-of-mouth, a 10.4x lift in retention, and 6.8x lift in spend (Bond)
  • 44% of loyalty program members indicate they are very satisfied with the program, down from 47% in 2018 (Bond)
  • Four out of five top drivers of member satisfaction and engagement are related to the experience (Bond)
  • Top five drivers of member satisfaction are: meets needs, enjoy participating, makes brand experience better, consistent with brand expectations, and rewards/benefits are appealing (Bond)
  • 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)
  • Effective brand representatives drive 3.9X higher member satisfaction (Bond)
  • Loyalty program member satisfaction remains steady year over year at about 46% (Bond)
  • Redemptions have the most impact on satisfaction in drug store retail, where 41% more redeemers than non-redeemers are satisfied (Bond)
  • Of the 66% of loyalty program members who have set a redemption goal, overall program satisfaction is 11% higher compared to members with no redemption goal (Bond)
  • 76% of consumers say loyalty programs are part of their relationship with brands (Bond)
  • Loyalty Program enrollment has grown by 31% over the last four years (Bond)
  • Boomers tend to be more satisfied with their loyalty programs (49%) compared with Millennials and Gen Z (30%) (Bond)
  • Loyalty Program Members who agree that a program is enjoyable are 10 times more likely to be satisfied (Bond)
  • 22% of loyalty program members say they are treated better than customers not enrolled in the program; within this 22%, overall program satisfaction is 3.4 times higher than those who do not sense they are treated better as a program member (Bond)
  • 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)
  • 46% of Gen Z consumers and 55% of Millennials are willing to share their data in exchange for personalized experiences (CrowdTwist)
  • 50% of consumers indicated they were willing to provide retailers with personal information if they receive meaningful and customized offers in return (BRP consulting)
  • 21% of those born in 1945 or earlier are willing to share personal information in exchange for personalized experiences (CrowdTwist)
  • 70% of Gen Z, 64% of Gen X and 63% of Millennials expect to receive personalized recommendations via an app while browsing in-store (CrowdTwist)
  • 42% of Millennials, 37% of Gen X consumers, 33% of Gen Z, 29% of Baby Boomers and 23% of the Silent Generation have purchased something that was recommended to them by a brand in the past six months (CrowdTwist)
  • 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)
  • 80% of consumers indicated they are more likely to do business with a company if it offers personalized experiences (Epsilon)
  • 28% of retailers have a process in place to communicate their most valuable customers to an associate (BRP consulting)
  • Consumers who believe personalized experiences are very appealing are ten times 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)
  • 38% of executives have a dedicated budget for customer experience (Leapfrog Marketing Institute)
  • 86% of consumers who like a loyalty program will shop more, and of those, 58% will shop 15% or more with their retailer/brand of choice (500friends)
  • Consumers spend 37% more with brands when they are a loyalty program member (Bond)New Call-to-action
  • 77% of digital natives are willing to pay a premium to participate in a loyalty program if they will be rewarded with valuable perks like free shipping (CrowdTwist)
  • 55% of those born in 1945 or earlier said they would not pay a fee for a loyalty program (CrowdTwist)
  • 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)
  • 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)
  • 73% of customers say the best promotions are the ones that have discounted fuel with in-store purchases (Coca-Cola)
  • 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) 
  • Fuel savings is the number one most preferred reward in loyalty programs (Excentus)
  • 64% of consumers indicated they belong to a program that provides options to save on the cost of gas, up from 59% in 2016 and 54% in 2015 (Excentus)
  • More than one-fifth of loyalty program members have never redeemed (Bond)

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Retail/Shopping Loyalty Statistics

  • 88% of consumers say they would be understanding if their favorite local businesses raised their prices because of the impact of inflation and the rising cost of goods (Square, 2023)
  • 51% of Gen Z consumers would rally behind smaller businesses that may be struggling (Square, 2023)
  • 43% of retailers already use or are planning a different marketing approach for Gen Z (Square, 2023)
  • 91% of retailers now sell goods directly through social channels, compared to 81% the previous year (Square, 2023)
  • 53% of consumers plan to hold back on non-essential spending, and 15% have stopped non-essential spending altogether (PWC, 2023)
  • 49% of consumers say they are buying certain products when on offer or promotion (PWC, 2023)
  • 46% of consumers shop around for retailers offering better value (PWC, 2023)
  • 40% of consumers are using comparison sites to find cheaper alternatives (PWC, 2023)
  • 34% of consumers are shopping in bulk to save cost (PWC, 2023)
  • 32% of consumers are buying retailers’ “own brands” in order to save money (PWC, 2023)
  • Among households earning less than $50K, spending on luxury apparel, accessories and footwear dropped by 7% compared to last year. In households earning more than $100K, spending on the same rose 9% (NRF, 2023)
  • 38% of consumers prefer to consistently shop with the same retailer (Customer Communications, 2023)
  • 32% of consumers usually shop around before making a purchase (Customer Communications, 2023)
  • 30% of consumers have a few go-to retailers but also shop around (Customer Communications, 2023)
  • If access, price and products were the same, consumers would choose one retailer over another based on: (Customer Communications, 2023)
    • Convenient shopping experience (47%, same as 2022)
    • Easy purchasing (43%, up from 42% in 2022)
    • Positive shopping experience (43%, up from 42% in 2022)
    • Trust (36%, up from 28% in 2022)
    • Incentives to shop (33%, down from 35% in 2022)
  • 74% of consumers are likely to be loyal to a brand if its app is seamless and easy to use (Google)
    Some of the most common types of purchases during the pandemic were clothing (47%) and electronics (44%), close behind were furniture (32%), housewares (23%), cosmetics (20%) and food & drink (20%) (C+R Research)
  • During the pandemic, 56% of consumers increased their shopping in closer neighborhood stores, and 30% of shoppers increased purchases with local brands (Accenture)
  • Retail footfall was down 12% July 2020 from January 2020 despite lifting restrictions (Accenture)
  • 67% of consumers agree that companies will “build back better” by investing in longer-tern, sustainable and fair solutions (Accenture)
  • Nearly 70% of consumers agree their loyalty is more difficult for a retailer to maintain than ever before (Loyalty360)
  • 88% of consumers agree retailers could do more to earn their long-term loyalty (Loyalty360)
  • Consumers who had a frustrating shopping experience are three times more likely than satisfied consumers to not buy from the retailer or brand again (Accenture)
  • 42% of consumers were frustrated with their most recent shopping experience (Accenture)
  • 47% of frustrated consumers would avoid doing business with the retailer or consumer goods brand (Accenture)
  • 47% of all consumers would be willing to pay more for an experience that exceeds their expectations every time, with frustrated customers almost twice as likely as satisfied consumers to say they’d be willing to pay more for such an experience (Accenture)
  • Frustrated consumers (62%) were far more likely than satisfied consumers (36%) to say they’d be willing to pay more for an experience that exceeds their expectations every time (Accenture)
  • 83% of U.S. shoppers who visited a store in the last week say they used online search before going into a store (Google)
  • More than 55% of shoppers say they used online video while actually shopping in a store (Google)
  • Nearly half of all shoppers say they confirm inventory before going to the store (Google)
  • 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)
  • Retail loyalty programs have experienced 89% growth as a method for fraud attacks (Forter Fraud Attack Index)
  • 61% of retail execs saw improved customer service as a result of their omnichannel efforts, 54% saw improved customer retention and 52% saw increased loyalty (Retail TouchPoints)
  • 38% of retailers now provide customers with access to cross-channel, real-time inventory data on their personal devices (Retail TouchPoints)
  • 60% of retailers are using a loyalty program as a tool to track consumer activity across the omnichannel purchasing journey (Retail TouchPoints)
  • 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)
  • 45% of millennials acknowledge they’re less loyal to retailers than a year ago (Brightpearl)
  • 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)
  • 37% of customers prefer to consistently shop with the same retailer, up from 35% in 2018 (CCG)
  • When asked which factors would encourage them to select one retailer over another if access, products and price were equal, consumers’ top answers were: convenient shopping experience (45%), easy to make purchases (40%), positive shopping experience (39%), receive incentives to shop with that retailer (34%), and easy to make returns (32%) (CCG)
  • 63% of consumers are likely to stop visiting a brick-and-mortar retailer if they have an unsatisfactory shopping experience (BRP)
  • 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)
  • 94% of consumers name a consistently good customer experience as the main reason they remain loyal to a brand (Blackhawk Network)
  • 66% of Americans view customer experience as important as quality or price in the retail interaction, and customer service as important as product quality and price when making a purchase (Uject)
  • 41% of millennials belong to an online retailer loyalty program versus 29% of Gen X and 25% of boomers (Hawk Incentives)
  • Positive experience with a staff member increases customer satisfaction, on average, by 33% (InMoment)
  • 77% of consumers name convenience as an important reason they remain loyal to a brand (Blackhawk Network)
  • 76% of consumers name an easy payment process as an important reason they remain loyal to a brand (Blackhawk Network)
  • 57% of consumers name lower prices as an important reason they remain loyal to a brand (Blackhawk Network)
  • 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)
  • 60% of consumers across all regions reported that purchasing products at the lowest price possible is most important to them when shopping online (Radial)
  • 86% of consumers engage with a brand they are loyal to by recommending it to others (Blackhawk Network)
  • 50% of non-loyal consumers would engage with a brand by recommending it to others (Blackhawk Network)
  • 65% of loyal consumers receive emails from their favorite brand or store about the latest deals and products vs. 39% of non-loyal consumers (Blackhawk Network)
  • 62% of loyal consumers watch for or take advantage of rebates from their favorite brand or store vs. 44% of non-loyal consumers (Blackhawk Network)
  • 44% of loyal consumers use their favorite store’s gift cards or egifts vs. 31% of non-loyal customers (Blackhawk Network)
  • 42% of loyal consumers use targeted offers from their favorite store vs. 27% of non-loyal customers (Blackhawk Network)
  • 59% of millennials use gift cards or egifts for brands or stores they are loyal to vs. 43% of Gen Xers and 32% of Baby Boomers (Blackhawk Network)
  • 55% of millennials signed up for the reward and/or loyalty program for a brand or store that they are loyal to vs. 41% of Gen Xers and 36% of Baby Boomers (Blackhawk Network)
  • 52% of millennials used targeted offers from a brand or store that they are loyal to vs. 43% of Gen Xers and 31% of Baby Boomers (Blackhawk Network)
  • 53% of millennials have used a mobile app for a brand or store they are loyal to vs. 27% of Baby Boomers and 39% of Gen Xers (Blackhawk Network)
  • 32% of millennials have purchased or used prepaid offers for brands or stores they are loyal to vs. 19% of Gen Xers and 7% of Baby Boomers (Blackhawk Network)
  • 65% of shoppers attempt to redeem a reward at POS and find it expired (CodeBroker)
  • 55% of shoppers have abandoned shopping carts because the cost was too high and 32% say they have abandoned a shopping cart online because they found a discount with a different retailer (RetailMeNot)
  • 56% of shoppers say they changed or abandoned a purchase when they realized their points had expired (CodeBroker)
  • 87% of online shoppers said they would abandon their shopping carts during checkout if the process was too difficult (Splitit)
  • 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)
  • 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)
  • 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)
  • 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)
  • 60% of consumers are confident with their purchases when they make them in-store and strongly appreciate the ability to return products conveniently and hassle-free to retail locations (DXC Technology)
  • 54% of consumers rate their overall in-store shopping experiences as emotionally satisfying (DXC Technology)
  • 94% of shoppers say a store associate’s help is important in feeling confident they are buying the right product (DXC Technology)
  • 57% of shoppers say online promotions are important (DXC Technology)
  • 70% of shoppers feel confident they are buying the right products when stores offer free, no-hassle returns (DXC Technology)
  • 24% of shoppers have purchased subscription retail or meal kit services, 15% have tried augmented or virtual reality applications for additional product information, 11% have used personalized assisted online shopping services, and 8% have bought personalized products or tailor-made clothes fitted online (DXC Technology)
  • 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)
  • 51% of U.S. retailers plan to offer loyalty programs to consumers in 2018 to positively affect sales growth (RetailMeNot)
  • 54% of brick-and-mortar retailers have introduced loyalty programs and 24% plan to do so in the future in efforts to help them face online competition (APT)
  • 40% of consumers say they are more likely to shop at a retailer again with whom they have a store card (Vyze)
  • When music is partnered with visuals and scent to create a branded in-store atmosphere, 59% of U.S. consumers surveyed say they’re more likely to revisit (Mood Media)
  • When music is partnered with visuals and scent to create a branded in-store atmosphere, 72% of U.S. consumers surveyed, ages 18-24, say they’re more likely to revisit (Mood Media)
  • 68% of consumers expect loyalty points for spending time in store and repeat visits (Capgemini’s Digital Transformation Institute)
  • 67% of shoppers said they will purchase items from different stores or websites to get the lowest price, and 72% said they would be enticed by promotions or coupons to shop at a store they have not used in the last year (Accenture)
  • 67% of shoppers visit between two and three retailers weekly (Acosta)
  • 60% of consumers reported shopping at more than one retailer because some products are priced lower at certain retailers (Acosta)
  • 53% of shoppers are choosing which store to shop at based on how much they like the store brand (Acosta) 
  • 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)
  • 56% of gen z says a fun in-store experience influences where they shop (NRF)
  • 79% of brand loyal consumers are influenced to buy a brand they wouldn’t typically have purchased due to coupon influence (Valassis)
  • 69.3% of women are willing to recommend their favorite brands to friends based on how they felt toward them (Corra)
  • 26.8% of women changed brands within the last month (Corra)
  • Women who earned $100,000 a year or more had the lowest response of brand loyalty and were more than twice as likely to switch their makeup products up on a regular basis versus those in the same pay range (Corra)
  • 82% of consumers switch stores to take advantage of weekly specials (Valassis)
  • 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)
  • 44% of shoppers are more interested in brands tailoring content for coupons based on location and 31% on images (Episerver)
  • 54% of consumers said they value staff who are knowledgeable about products and services; recognize past purchasing patterns and needs; and are aware of loyalty membership status (InMoment)
  • 65% of Millennials appreciate staff armed with personalization info (InMoment)
  • 21% of shoppers are more likely to purchase again from brands that do more to personalize their digital experience than those that do not, and 17% are more loyal (Episerver)
  • 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)
  • 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)
  • 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)
  • 34% of retailers are offering personalized rewards based on customer loyalty (Boston Retail Partners)
  • 54% of shoppers said they are open to sharing personal information and shopping preferences with retailers in order to receive personalized offers, compared to 51% last year, and 33% in 2014 (Accenture)
  • The factors most likely to entice shoppers to share personal data are discounts or coupons (78%), loyalty card points (52%) and highly relevant promotions (47%) (Accenture)
  • 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)
  • 62% of customers will shop elsewhere if they have a purchase incorrectly identified as fraud (CFI Group)
  • 95% of Gen Xers, 94% of Baby Boomers and 90% of Millennials are most loyal to food and beverage retailers, selecting them based on product brand (ICSC)
  • 59% of shoppers will be using loyalty program rewards for their Christmas purchases (Conversant)
  • 21% of consumers want to gain loyalty points or rewards through their Christmas shopping (Conversant)
  • 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)
  • Fast and direct communications about an order is the number one factor in winning the loyalty of millennials and baby boomers (Narvar)
  • Lacking produce availability has prompted 20% of shoppers to stop shopping with a retailer and 31% to stop shopping with online retailers (Blue Yonder)
  • 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)
  • 48% of consumers have left a brand’s website and purchased from a competitor due to a poorly personalized experience (Accenture)
  • 22% of consumers would leave for other brands after a creepy experience (InMoment)
  • 60% of Americans make a conscious decision to visit a specific business because they know it has nice restrooms (Bradley Corp)
  • Department store brands that reward non-transactional engagement also enjoy 48% more daily site visits, 13% long site visits, and a 5% lower bounce rate (L2)
  • 82% of consumers who returned an item were repeat customers (Retail Dive)
  • 68% of U.S. shoppers would be more inclined to shop on a merchant’s site that offered automated returns capability (Windstream Enterprise)
  • It is to a retailer’s advantage to provide fast exchanges and immediate refunds as 57% of shoppers replace the item they returned, 41% bought from the same retailer and 16% chose a different retailer due to reasons ranging from poor experience to a wanted item being out of stock (Navar)
  • 96% of consumers would give a retailer repeat business based on a good returns experience (Narvar)
  • The biggest turn-offs when buying with a retailer include paying for return shipping (69%), restocking fees (67%) and difficulty finding the return policy (33%) (Narvar)
  • 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)
  • 76% of retailers plan to offer more deals and discounts in 2019 vs. 2018 (RetailMeNot)
  • 55% of retailers will offer deeper discounts than they usually do because of the shortened time frame for holiday shopping this year (RetailMeNot)
  • 54% of retailers will begin running deals earlier this year than they usually do because of the shortened time frame for holiday shopping this year (RetailMeNot)
  • 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)
  • 71% of shoppers want one savings destination for all of their discounts or offers (RetailMeNot)
  • 38% of shoppers say they use savings apps today, a 28% increase from 2014 (RetailMeNot)
  • 51% of shoppers say they use savings websites today (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 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)
  • 38% of women ranked quality as their top consideration for being loyal to a specific brand followed by using the product for a long time (30.5%), and products are a good value (18.6%) (Corra)
  • 26% of Gen Z chooses a retailer because of low product pricing and 23% based on how easy it is to find products (IRI)
  • 55% of Gen Z agrees that brick and mortar retailers offer the same quality rewards/loyalty programs as online retailers (IRI)
  • 52% of Gen Z consumers will transfer loyalty from one brand to another if the brand’s quality is not up to par (IBM)
  • 66% of Gen Z consumers say product quality and availability are the most important factors when choosing one brand over another; 65% focus on value (IBM)
  • 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)
  • 16% of Gen Z’s shop at a single store for clothing/fashion compared with 26% of older millennials (Accenture)
  • 19% of Gen Z’s shop at a single store for health and beauty items compared with 34% of older millennials (Accenture)
  • Fewer than 38% of Gen Z’s shop at a single place for groceries compared with 55% of older millennials (Accenture)
  • 5% of U.S. Gen Z’s shop at a single place for clothing (Accenture)
  • 65% of millennials, 62% of Gen Xers, 45% of young baby boomers, and 37% of those 54 and older have abandoned an in-store purchase due to information found on their smartphones (eMarketer)
  • 76% of shoppers consider one of loyalty programs’ most valuable attributes to be recognizing shoppers based on their status (Cognizant)
  • 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)
  • 79% of consumers will leave a brand if their personal data is used without their knowledge (SAP Hybris)
  • 57% of Costco members also pay for Amazon Prime (MoffettNathanson)
  • 43% of consumers said if an Amazon Go opened nearby, they would shop less at traditional c-stores (AlixPartners)
  • 66% of consumers said they saw “no evidence” that stores they visit regularly know them as a consumer (Periscope)

Restaurant Loyalty Statistics

  • 65% of restauranteurs believe non-core offerings as necessary in order to diversify revenue and grow their brand (Square, 2023)
  • On average, 21% of restaurants’ revenue comes from products and services outside their core restaurant offerings (Square, 2023)
  • 57% of consumers have purchased retail items at a local restaurant in the past year and 41% have purchased other non-core items like premade frozen meals, meal kits or cooking classes (Square, 2023)
  • 29% of restauranteurs are planning to raise prices to weather a potential recession in 2023 (Square, 2023)
  • 26% of consumers used a discount for their most recent restaurant purchase, up from 14% the same time last year (PYMNTS, 2023)
  • 42% of consumers are willing to pay full price to eat at a restaurant they used to call their go-to spot (PYMNTS, 2023)
  • The average restaurant discount is 24% off menu price (PYMNTS, 2023)
  • Restaurants raised prices by an average of 7.4%, however consumers perceive the increase as 23%, 3x its actual amount (PYMNTS, 2023)
  • 60% of restaurant patrons say deals and discounts are now an important factor when choosing a restaurant (PYMNTS, 2023)
  • 86% of consumers who received a discount were satisfied with their dining experience, compared to 81% of those who paid full price (PYMNTS, 2023)
  • The foodservice industry is forecast to reach $997 billion in sales in 2023 (National Restaurant Association, 2023)
  • 92% of restaurant operators say the cost of food is a significant issue for their restaurant (National Restaurant Association, 2023)
  • 47% of restaurant operators expect competition to be more intense in 2023 than in 2022 (National Restaurant Association, 2023)
  • 84% of consumers say going out to a restaurant with friends and family is a better use of leisure time than cooking and cleaning up (National Restaurant Association, 2023)
  • 66% of consumers are more likely to order food for takeout than they were pre-pandemic (National Restaurant Association, 2023)
  • Working from home is blurring meal times, causing restaurants to see all-day dining (National Restaurant Association, 2023)
  • 55% of consumers consider restaurant takeout and deliver as essential (National Restaurant Association, 2023)
  • Over 90% of restaurant operators who set up outdoor dining plan to keep providing this service where permitted (National Restaurant Association, 2023)
  • Over 40% of restaurant operators plan to invest in technology to increase productivity in the front or back of house (National Restaurant Association, 2023)
  • 60% of full-service restaurant operators say delivery sales represent a larger proportion of sales volume than in 2019 (National Restaurant Association, 2023)
  • Total consumer spending on groceries and dining out grew 9% over the previous year (NRF, 2023)
  • Consumer spending at restaurants grew 9% over the previous year, fast food spending also grew 9% (NRF, 2023)
  • 94% of consumer spending on fast food happens inside a brick-and-mortar store, the other 6% happens online (NRF, 2023)
  • 94% of consumer spending on non-fast-food restaurants happens inside a brick-and-mortar store, the other 6% happens online (NRF, 2023)
  • Single parents are most likely to have switched to ordering food online rather than onsite since the pandemic began (31%) followed by married parents (25%), single adults (18%) and married couples (12%) (PYMNTS)
  • US households spent on average $4520 on digital food orders since the pandemic began, which is 42% of the average household ($10,832) spent on all food orders: $3,034 on food orders placed by phone and $3,278 on food orders placed in person (PYMNTS)
  • US households headed by married parents spent an average of $7,792 on digital food orders since the pandemic began (PYMNTS)
  • 56% of married couples who order at table-service restaurants do not use loyalty programs because they don’t believe one is available (PYMNTS)
  • Single parents are more likely to use restaurant loyalty programs than single people without kids (45% vs. 25%) (PYMNTS)
  • 37% of people reported a restaurant loyalty programs would encourage them to spend more on food orders, 40% of parents (PYMNTS)
  • 39% of people would spend more on food orders if they could pay online, 44% of married parents (PYMNTS)
  • 32% of people would spend more on food orders if they could place them via app, 37% of single parents (PYMNTS)
  • 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)
  • 38% of restaurant executives say that improving digital customer engagement and loyalty is firmly entrenched as their top tech objective for 2019 (Hospitality Technology)
  • 45% of diners will select a restaurant if they belong to its loyalty program (Hospitality Technology)
  • 65% of consumers are already members of one or more restaurant loyalty program (Oracle Hospitality)
  • 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)
  • 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)
  • 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)
  • 62% of consumers prefer plastic swipe cards as their restaurant loyalty program medium (Oracle Hospitality)
  • 56% of Millennials wanted to use apps as the preferred medium for restaurant loyalty programs, and 50% of Gen Xers agreed (Oracle Hospitality)
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Mobile/Online Loyalty Statistics

  • Online sales account for 42% of electronic sales, 40% of clothing sales, 34% of furniture sales, 10% of hardware/garden sales and 5% of grocery sales (NRF, 2023)
  • 79% of consumers make purchases directly from their mobile devices via shopping apps, social media and online shopping sites (Square, 2023)
  • 22% of mobile phone purchases are made while the shopper is scrolling (Square, 2023)
  • Retailers are seeing 27% of revenue from mobile sales (Square, 2023)
  • 32% of consumers like or follow business profiles, 24% comment on pages and posts and 21% watched a live video from a business (Square, 2023)
  • 22% of consumers have written a review on a business’s social media profile (Square, 2023)
  • 20% of consumers have participated in a giveaway or contest found by a business’s social media post and 20% have used a promo code found on a social media post (Square, 2023)
  • 17% of consumers booked an appointment directly and 17% purchased an item directly from a business’s social media profile (Square, 2023)
  • Mobile payments are up 117% in 2023 (Square, 2023)
  • 43% of consumers plan to increase online shopping in 2023 (PWC, 2023)
  • 54% of consumers who choose to shop online and pick up in store, do so because they want to check that the product is not broken or faulty (PWC, 2023)
  • 40% of consumers who plan to shop more in store and less online say they will do so because delivery costs are too high (PWC, 2023)
  • 9% of metaverse users have purchased products as a result of testing them or browsing stores via metaverse platforms (PWC, 2023)
  • 7% of metaverse users have purchased luxury goods after viewing them digitally first (PWC, 2023)
  • 30% of consumers are concerned about their personal data when engaging with retailers and 49% won’t share more personal data than necessary (PWC, 2023)
  • 32% of consumers opt-out of receiving emails, texts and other communications (PWC, 2023)
  • 81% of consumers research across multiple channels before making a purchase (McKinsey, 2023)
  • 63% of consumers will continue to seek out the best app experiences even once stores reopen after the pandemic (Google)
  • 71% of consumers have been purchasing more items online since the pandemic (C+R Research)
  • 67% of consumers did more than half of their shopping online during 2020, 14% did all shopping online (C+R Research)
  • 75% of online grocery shoppers say they are still shopping with the first retailer they tried for online grocery (Google)
  • Consumers who have adopted digitally enabled services (like in-app ordering, home delivery, social media shopping, etc) because of the pandemic are likely to continue doing so. For example, 54% of consumers have increased usage of contactless payment with 87% likely to sustain their increased level of usage (Accenture)
  • In Q2 2020, because of COVID-19 restrictions and store closures:
    • digital commerce saw 20% growth yoy, making it equal 15% of total revenue
    • buy online pick up in store revenue increased 125% yoy
    • trends predict that 30% of holiday shopping revenue will be from e-commerce
    • trends predict 10% of mobile orders will come from social referral (Salesforce)
  • 50% of online shoppers say images helped them decide what to buy (Google)
  • 53% of online shoppers say images inspire them to purchase (Google)
  • The latest data suggests there will be an increase of 169% in ecommerce purchases from new or low frequency users, post-outbreak (Accenture)
  • eCommerce accounted for 27% of retail sales in April 2020, increasing from 16% in 2019 (Accenture)
  • 75% of consumers decided not to buy a product because the video voiceover annoyed them (wyzowl)
  • 80% of video marketers say video has directly helped increase sales (wyzowl)
  • 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video (wyzowl)
  • When asked how they’d most like to learn about a product or service, two-thirds of people (66%) said they’d prefer to watch a short video (wyzowl)
  • 86% of people would like to see more video from brands in 2020 (wyzowl)
  • 54% of consumers want to see more video content this year (Hubspot)
  • 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)
  • 51% of U.S. retailers plan to provide offers/discounts exclusively for mobile app users in 2018 to positively affect sales growth (RetailMeNot)
  • 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)
  • 97% of millennials say they would actively engage with loyalty programs if they could access their rewards information from their smartphones (CodeBroker)
  • 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)
  • 28% of millennials want to access loyalty programs via a text link on their smartphone (CodeBroker)
  • 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)
  • 51% of consumers cited the top benefit for using a mobile app when shopping as exclusive in-app promotions, coupons or discounts (TD Bank)
  • 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)
  • 57% of members want to engage with loyalty programs on a mobile device (Bond)
  • 31% of consumers (up 20% from last year) use their loyalty program’s mobile app to manage their rewards (Excentus)
  • 52% of loyalty program members don’t know if an app exists for their programs (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)
  • 66% of 18-24 year-olds are more loyal to companies they follow through social media (Social Habit)

Travel Loyalty Statistics

Note: We found that interest in our travel statistics has grown beyond what can be contained in a section within this article. Therefore, the entire collection can now be found in a dedicated article -- Travel and Tourism Statistics: The Ultimate Collection. Below, enjoy a selection of travel and tourism loyalty program statistics:

  • 77% of travel businesses operate a loyalty program (Expedia, 2023)
  • 44% of consumers belong to a travel loyalty program (Expedia, 2023)
  • 63% of loyalty providers believe they are their members’ first choice when booking travel (iSeatz, 2023)
  • 51% of consumers visit their loyalty program website first when booking travel (iSeatz, 2023)
  • 61% of female and 58% of male travelers now pay more attention to travel discounts offered through loyalty programs than they did before the pandemic (Booking.com, 2023)
  • 61% of travelers believe their loyalty programs are helping them save money and get more value from travel experiences (iSeatz, 2023)
  • Loyalty providers reported their top goals for 2023 as increasing membership (59%), boost engagement (59%), increase customer lifetime value (40%), increase participation and total spend through the loyalty program (39%) and introduce new rewards and earn/burn options (39%) (iSeatz, 2023)
  • 86% of loyalty programs with travel rewards have booking capabilities (iSeatz, 2023)
  • 29% of loyalty programs with travel booking capabilities describe their program as “state of the art” (iSeatz, 2023)
  • Members of travel loyalty programs most value getting the following perks of membership: (Expedia, 2023)
    • Special discounted pricing (52%)
    • Collecting points to redeem for future purchases (46%)
    • Complimentary upgrades/add-ons (42%)
    • Exclusive access to amenities and services (34%)
    • Prioritized customer service (26%)
  • 53% of travelers say it is more important now than it was before the pandemic to stay with providers where they are a loyalty member (Expedia, 2023)
  • 25% of consumers dislike that they can’t book all travel options they want in one place with their loyalty program (iSeatz, 2023)
  • 24% of consumers have a hard time understanding their travel loyalty program’s earning and redemption rules (iSeatz, 2023)
  • 59% of consumers would engage more with their loyalty program if given deeper discounts, 31% if given more exclusive options, 25% if given a better booking experience and 40% if given a broader selection of rewards (iSeatz, 2023)
  • U.S. adults who are members of a travel loyalty or rewards program as of February 2023 include: (Insider Intelligence, 2023)
    • 42% of Gen Z
    • 48% of Millennials
    • 38% of Gen X
    • 41% of Baby Boomers
    • 29% of people making less than $50K
    • 55% of people making $50K-$100K
    • 76% of people making $100K or more
  • 46% of all U.S. adults are members of a travel loyalty/rewards program, with millennials the most likely to be members (56%) (Morning Consult, 2023)
  • 84% of high-income earners are members of a travel loyalty/rewards program (Morning Consult, 2023)
  • 61% of travelers plan to redeem points or rewards for travel in the next 6 months, of which 7% plan to redeem in the next month (Morning Consult, 2023)
  • Experts predict the number of people participating in incentive travel programs will increase by 48% in 2023 and 61% in 2024 (The IRF, 2023)
  • 20% of travel loyalty program providers say user experience is their biggest challenge (iSeatz, 2023)
  • 92% of travel loyalty program providers believe they are delivering on their members’ needs, only 52% of members agree (iSeatz, 2023)
  • 84% of consumers got frustrated by user experience issues when booking travel through their loyalty program (iSeatz, 2023)
  • 74% of travelers say they will spend more time choosing a destination this year in 2021 (TripAdvisor)
  • 66% of travelers say they will spend more time reading reviews about destinations in 2021 (TripAdvisor)
  • 72% of travelers say they will spend more time selecting their accommodations in 2021 (TripAdvisor)
  • 70% of travelers say they will spend more time finding things to do at their travel destination in 2021 (TripAdvisor)
  • The top factors that influence consumer trust in travel and hospitality businesses include (Morning Consult): 
    • Is reliable or dependable (85%
    • Has good customer service and is responsive to problems (84%)
    • Protects customers’ data, privacy and security (83%)
    • They have a good safety record (83%)
    • They make me feel secure and safe (83%)
    • Consistently delivers on what they promise (82%)
    • Is a good value for the price (82%)
    • Treats customers well , even in tough times (82%)
    • They regularly clean and sanitize (81%)
    • Has always treated me well (80%)
  • The top factors that cause consumers to lose trust in travel and hospitality businesses include (Morning Consult):
    • They mistreat passengers’ luggage or personal possessions (86%)
    • They have surprise fees (85%)
    • You had a bad experience with them or their customer service (85%)
    • They do not follow clear safety precautions (85%)
    • They had a data breach and your personal information was compromised (85%)
    • They are known for not being reliable (84%)
    • They do not regularly clean or sanitize (84%)
  • 35% of millennials say they have lost trust in a travel or hospitality brand and, as a result, will never use that brand again (Morning Consult)
  • Business travelers (61%) and wealthier Americans (57%) say if they trust a brand, they go out of their way to purchase from them. This is higher than the average among adult travelers (44%) (Morning Consult)
  • 8 of the 10 most trusted travel and hospitality brands are hotels or resorts, with only one airline on the list (Morning Consult)
  • Overall, travelers have a higher net trust in travel brands than they did before the pandemic (Morning Consult)
  • 65% of US adults say they would stop purchasing from a travel brand if it did not follow safety precautions, 62% would stop purchasing if a company failed to regularly clean (Morning Consult)
  • 47% of US adults say they tend to trust travel and hospitality companies by default, only losing trust if the company does something bad (Morning Consult)
  • 32% of US adults say travel and hospitality companies have to earn their trust (Morning Consult)
  • 57% of all US adults say trust is a major factor in deciding on travel brands. Trust is even more important to consumers who are members of airline and hotel rewards programs (64%) and business travelers (64%) (Morning Consult)
  • 82% of travelers say they enjoy travel loyalty programs, and 81% value the rewards they get (Criteo)
  • 76% of travelers understand very well the value they get from air miles and hotel points, and 72% enjoy perks going beyond just discounts (Criteo)
  • 79% of travelers mentioned loyalty programs as a main reason for choosing specific airlines or hotel brands (Criteo)
  • 27% of travelers often forget they signed up to a loyalty program, and 28% sometimes opt out because they get too many emails (Criteo)
  • 25% of travelers in the 15-24 age bracket are members of a loyalty program, compared to 43% in the 65+ age bracket (Criteo)
  • 46% of Americans subscribe to at least one loyalty program in the United States (Criteo)
  • 24% of U.S. travelers with an income of under $20,000 belong to a travel loyalty program (Criteo)
  • When booking directly with an airline, hotel or train company, the two most important factors were user-friendliness and force of habit (Criteo)
  • 35% of travelers agree that being a member of a loyalty program is still a factor for booking with a specific airline, and 26% say the same for hotels (Criteo)
  • Loyalty was fourth on the list of reasons for choosing travel brands (46%) (Google)
  • $48 billion worth of points and airline miles are unredeemed (Maritz)
  • 60% of travel customers want instant rewards, 59% want the ability to choose rewards, and 34% care about personalized rewards (HelloWorld)
  • 80% of consumers would revoke their personal information from hotel brands if they were given the choice (Oracle)
  • 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)
  • 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)
  • 70% of hotel loyalty members participate in multiple programs (Phocuswright)
  • 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)
  • 30% of leisure travelers staying primarily for holiday reasons wished to book with a familiar brand vs. 82% of business guests (Oracle)
  • 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)
  • 70% of hotel reward members have downloaded a hotel app (J.D. Power)
  • On average, business travelers consider three hotels before booking and 82% say loyalty programs matter when making that decision (GBTA)
  • 90% of business travelers view rewards points and perks as a motivating factor in selecting a hotel, and 81% believe being a loyalty member results in better service (GBTA)
  • 49% of business travelers use loyalty rewards on business travel and 43% use them during future leisure stays (GBTA)
  • 84% of business travelers feel having a personalized guest experience is important (GBTA)
  • 71% of business travelers have a loyalty membership, of those, 86% have filled out a custom loyalty profile with their preferences and 65% have different profiles for business and leisure trips (GBTA)
  • Top five rewards of loyalty membership include earning free nights (47%), room upgrades (46%), reward redemption flexibility (40%), express check-in (38%) and service perks (30%) (GBTA)
  • 29% of men have used an airline rewards program in the last three months vs. 20% of women (Vantiv)
  • Top hotels in terms of customer satisfaction: Hilton, Marriott, Hyatt (ACSI)
  • Top 5 best airline rewards programs: Alaska Airlines Mileage Plan, American Airlines AAdvantage, Southwest Rapid Rewards, JetBlue TrueBlue, HawaiianMiles (US News & World Report)
  • Top 5 best hotel rewards programs were: Marriott Rewards, Wyndham Rewards, Best Western Rewards, Club Carlson and IHG Rewards Club (US News & World Report)
  • Airline loyalty programs are tremendously popular, with approximately 288 million active loyalty members earning around 3.5 trillion points per year (On Point Loyalty)
  • The top three most valuable airline loyalty programs are: SkyMiles by Delta Air Lines ($21.7 billion), AAdvantage by American Airlines ($19.5 billion), and MileagePlus by United Airlines ($14.6 billion) (On Point Loyalty)
  • 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)
  • 62% of business travelers signed up for a hotel’s loyalty plan vs 54% of leisure travelers (Phocuswright & Acxiom)
  • 60% of business travelers signed up for an airline loyalty program vs 50% of leisure travelers (Phocuswright & Acxiom)
  • 92% of customers want fewer limitations in their loyalty programs like blackout dates (Cognizant)

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Bank Loyalty Statistics

  • A third of pioneers (risk takers, tech-savvy & hungry for innovation) had switched banks within the past year, and almost two thirds say that corporate social responsibility would influence their choice of a new provider (Accenture)
  • More than three-quarters of pragmatists (ubiquitous, trusting & channel agnostic) say they have a positive attitude toward bank brands, and 96% say they trust the advice they receive from human advisors at their insurance brand when making a claim (Accenture)
  • Skeptics (tech-wary, dissatisfied & alienated) stay with their bank for 14 years and their insurer for seven years (Accenture)
  • 86% of pioneers, 75% of pragmatists, 55% of skeptics and 30% of traditionalists want to receive offers and perks based on where they shop (Accenture)
  • 85% of pioneers, 70% of pragmatists, 50% of skeptics and 21% of traditionalists are interested in savings tips based on spending patterns (Accenture)
  • More than three-quarters of all consumers are willing to share the data required for benefits such as personalized offers, more efficient and intuitive services, and more competitive pricing (Accenture)
  • 94% of pioneers, 82% of pragmatists, 76% of skeptics and 50% of traditionalists are willing to share data to receive personalized offers based on current location (Accenture)
  • 94% of pioneers, 79% of pragmatists, 77% of skeptics and 45% of traditionalists are willing to share data to receive discounts on non-insurance related products or services (Accenture)
  • Top reasons why consumers would leave their current financial provider include: issues/concerns over data security, increase in costs/no longer offering competitive prices, no longer feeling valued as a customer, feeling like complaints are not taken seriously, and no longer being offered products and services that suit needs (Accenture)
  • 77% of consumers trust their bank to look after their long-term financial well-being, while 68% trust their insurer to do the same (Accenture)
  • 7% of consumers reported having switched bank accounts over the past year, giving better value products and services as their main motivator (Accenture)
  • Banks that lead in the CX+ Index have a recommendation rate that is 1.9 times higher than banks at the lower end of the index, their share of deposits is 1.9 times higher and their customers are 2.1 times more willing to take up new products and services from their bank (Kantar)
  • Banks that let their customer experience decline risk losing up to 12.5% of their share of deposits (Kantar)
  • 61% of female bank customers stay with their bank for more than five years (Kantar)
  • Women have a lower preference score for their bank than men (65 for women vs. 76 for men) (Kantar)
  • Women are less willing than men to take up additional products or services with their bank (64.3% vs. 73% of men) (Kantar)
  • 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)
  • Nearly 3 in 4 general purpose credit or charge card users participate in a credit or charge card rewards program (Mercator Advisory Group)
  • 80% of unbanked customers do not belong to any loyalty programs (Amdocs)
  • 61% of consumers consider it very important to have the ability to manage multiple loyalty programs within the same mobile wallet, but only 21% of providers offer the feature (Amdocs)
  • 46% of consumers indicated an immediate preference for the ability to pool points with family and friends, but only 21% of companies provide that capability (Amdocs)
  • 48% of the affluent middle class participate in credit card programs, down from 63% in 2014 (Collinson Group)
  • 42% of consumers said that a false decline would motivate them to leave their banking institution (Iovation)
  • 59% of Millennials said they were very or somewhat likely to leave their bank over a false decline vs. 21% of seniors (Iovation)
  • 44% of consumers with income over $100,000 per year and 48% with income between $75,000-$99,999 per year were somewhat or very likely to leave their Financial Institution over a mistakenly declined credit card transaction (Iovation)
  • 55% of bankers plan to increase spending on customer experience initiatives this year (CSI)
  • 80% of bank executives understand they are at risk of customer attrition; just 40% are focused on improving the customer experience (ACI Worldwide)
  • 43% of consumers reported high levels of trust in their main financial institutions (Hearts & Wallets)
  • 20% of consumers selected a financial institution for a loan or credit card based on whether or not it offered access to credit monitoring tools to help them better understand their credit scores (TransUnion)
  • 80% of consumers would switch financial institutions for a better experience (TransUnion)
  • 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)

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Member and Subscriber Engagement & Loyalty Statistics

  • 44% of organizations say membership increased over the previous year, 44% said it stayed the same and 12% (On24, 2023)
  • 47% of professional membership organizations increased overall membership levels (ASI, 2023)
  • 34% of professional membership organizations increased engagement (ASI, 2023)
  • 53% of associations believe their value proposition to members is compelling or very compelling (Marketing General, 2023)
  • Associations with 80%+ renewal rates and increased membership levels are more likely to report that their value proposition is compelling or very compelling (Marketing General, 2023)
  • 73% of associations have increased virtual professional development opportunities, 62% introduce new products and services and 54% expanded marketing efforts (Marketing General, 2023)
  • 51% of professional membership organizations brought in more members in the last year (ASI, 2023)
  • 44% of organizations reported that their number of new members increased since last year, and 12% said said it decreased (Growth Zone, 2023)
  • 19% of organizations have a 95%-100% renewal rate (Growth Zone, 2023)
  • 22% of organizations were able to improve renewal rates over the previous year, while 15% saw a decrease in renewal rates (Growth Zone, 2023)
  • 40% of organizations offer automatic membership renewal. Of those, 14% offer automatic monthly payments, 60% automatic annual payments and 26% offer both (Growth Zone, 2023)
  • 38% of organizations have a formal reinstatement initiative in place to reengage members lost in the previous year (Growth Zone, 2023)
  • 44% of organizations have documented diversity & inclusion policy, and 18% have one in development (Growth Zone, 2023)
  • 61% of organizations believe their members clearly understand the value of the organization and the solutions offered (Growth Zone, 2023)
  • 22% of organizations continually innovate and pursue new ideas for adding value, and 15% currently have a task force for short term innovation (Growth Zone, 2023)
  • 27% of organizations improve member engagement levels over the previous year, while 8% saw worse levels (Growth Zone, 2023)
  • 40% of organization have a written plan for member engagement (Growth Zone, 2023)
  • 33% of organizations raised dues in the previous year (Growth Zone, 2023)
  • 70% of members say job opportunities are an important benefit, but only 27% say their organization provides good job opportunities (NetForum, 2023)
  • 28% of organizations prioritize offering job opportunities (NetForum, 2023)
  • 73% of members want help with career advancement, but only 28% said their organization is doing a good job at helping (NetForum, 2023)
  • 38% of organizations prioritize offering help with career advancement (NetForum, 2023)
  • Members engage with organizations by: (NetForum, 2023)
    • Attending an annual meeting (39%)
    • taking continuing education (26%)
    • volunteering at an event (23%)
    • engaging in the organization’s social network (22%)
    • contributing to the foundation (17%)
  • 91% of members are satisfied with their current organization (NetForum, 2023)
  • 67% of members feel connected to their professional organization (NetForum, 2023)
  • 82% of members are likely to renew (NetForum, 2023)
  • 47% of organizations increased overall membership levels (iMIS, 2023)
  • 31% of organizations increased their retention rates, 19% saw decreased rates (iMIS, 2023)
  • 34% of organizations increased engagement, 7% saw decreased engagement (iMIS, 2023)
  • 51% of organizations brought in more new members in the past year (iMIS, 2023)
  • 25% of organizations lost members in the last year (iMIS, 2023)
  • Increasing member engagement is the number 1 goal for organizations in the coming year (iMIS, 2023)
  • 22% of organizations reported meetings and events were their most successful recruitment tool, 19% said member referrals, 16% said email and 12% said social media (iMIS, 2023)
  • 30 of organizations reported that events and webinars were their most successful formal engagement plan tool, 27% said annual conference attendance and 22% said member renewals (iMIS, 2023)
  • 50% of members failed to renew membership because of money, 36% because of lack of engagement, 31% because of too little value, 17% because they forgot and 14% because their trial membership didn’t convert (iMIS, 2023)
  • 30% of organizations reported a 90% or better retention rate of first year members (iMIS, 2023)
  • 49% of organizations said email was the best method of winning back lapsed members (iMIS, 2023)
  • 48% of organizations said phone calls impacted renewal rates of lapsed members (iMIS, 2023)
  • 58% of organizations do not offer automatically recurring memberships (iMIS, 2023)
  • 67% of organization executives feel confident about the future growth and sustainability of their organization, while 31% have concerns (iMIS, 2023)
  • 40% of organization executives are most concerned about member engagement, 34% about improving the member journey, 32% about recruiting and retaining members (iMIS, 2023)
  • 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)
  • 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)
  • 20% of membership executives reported they have a formal engagement plan vs. 28% in 2016 (ASI)
  • 34% of membership executives reported a 90+% retention rate (ASI)
  • 51% of membership executives saw a rise in their membership base vs. 55% in 2016 (ASI)
  • 35% of membership executives saw increases in member engagement (ASI)
  • 30% of membership executives reported they have a formal plan to measure their engagement efforts (ASI)
  • 46% of membership executives reported that donor engagement increased vs. 49% in 2016 (ASI)
  • 52% of membership executives said retention was either stagnant or had decreased (ASI)
  • 70% of all membership and fundraising participants are confident about their growth and sustainability in the next 5 years (ASI)
  • Overall churn rates across all industries is 6.73% (Recurly)
  • Average B2B churn was found to be 6.22%, while the average for B2C companies was 8.11% (Recurly)
  • Averages for voluntary churn were at 4.78% (Recurly)
  • Averages for involuntary churn were 1.44% (Recurly)
  • 61% of consumers want store memberships that offer lower prices (Capgemini’s Digital Transformation Institute)
  • 48% of individual membership organizations had an increase over the past year (Membership Marketing) 
  • Of those organizations that showed increases in overall membership, 25% report increases of 6%-10%, while 19% report increases in membership over the past year of more than 10% (Membership Marketing) 
  • 50% of associations report that their membership over the past five years has increased (Membership Marketing) 
  • 68% of associations report renewal rates of 80% or higher (Membership Marketing) 
  • The median membership renewal rate for associations is 84% overall (Membership Marketing) 
  • Trade associations have a higher median renewal rate (89%) compared to individual membership organizations (80%) and combination associations (82%) (Membership Marketing) 
  • Almost 75% of association members say they’re likely to renew their membership (Community Brands)
  • 45% of associations report increases in their new member acquisitions (Membership Marketing) 
  • Individual membership organizations are significantly more likely to be challenged in attracting and maintaining younger members (26%), while trade organizations struggle more with proving that their membership provides a tangible ROI (32%) (Membership Marketing)
  • Of members who receive personalized content, 60% say they feel extremely connected to their organization (Community Brands)
  • 55% of association members felt a connection with their professional organization, despite overall satisfaction rates of 84% (Community Brands)
  • Of members who describe themselves as very satisfied with their organization, 73% saw their organizations as early technology adopters, while 89% gave their organization an excellent ranking on the technology front (Community Brands)
  • Among members highly satisfied with their association’s technology, 88% are highly satisfied with their membership overall (ASAE Foundation)
  • Among those who are not highly satisfied with their association’s technology, only 47% are highly satisfied with their membership (ASAE Foundation)
  • Among members who reported being highly satisfied with their association’s technology, 95% indicated a high likelihood of renewing their membership (ASAE Foundation)
  • Among members who are not highly satisfied with their association’s technology, only 78% indicated a high likelihood of renewal (ASAE Foundation)
  • 49% of associations said their renewal rate has remained unchanged since last year (MemberZone)
  • 26% of associations saw an increase in renewals and 16% reported a decrease (MemberZone)
  • 68% of associations use email to get members to renew (MemberZone)
  • 66% of associations picked up the phone to get a member to renew (MemberZone)
  • 19% of associations involved their board of directors and 15% used calls from other members to spark renewals (MemberZone)
  • 16% of associations are using social media to target members for renewal (MemberZone)
  • 74% of association members said their organizations request their data, but less than half say they receive content based on that data (Community Brands)
  • 20% of consumers have subscribed to product subscription boxes in the past, but don’t anymore (Ask Your Target Market)
  • 97% of current fresh meal kit delivery services subscribers are using the company they originally signed up with, and 90% would recommend fresh meal kit delivery services to their friends (Packaged Facts)
  • 43% of consumers said they are at least somewhat likely to sign up for new subscription box services within the next year (Ask Your Target Market)
  • 69% of consumers who have subscribed to food boxes said they’ve been at least somewhat satisfied with the experience (Ask Your Target Market)

B2B Loyalty Statistics

  • 30% of businesses who partner with loyalty technology solution providers have kept their relationship for 8+ years (Comarch, 2023)
  • 48% of loyalty programs are managed by a loyalty technology solutions vendor (Antavo, 2023)
  • Companies that work with third party loyalty vendors report that the most valuable trait of that relationship is: (Antavo, 2023)
    • Easy technology integration (43%)
    • Customization (23%)
    • Innovative new features (15%)
    • Convenience (8%)
  • 61% of companies who work with a loyalty technology vendor are satisfied or very satisfied with their loyalty program (Antavo, 2023)
  • 44% of businesses believe that the biggest benefit of offering strategic partnership rewards would be the ability to create a unique loyalty experience (Antavo, 2023)
  • A brand’s business value has a 21.4% impact on perceived benefits, while personal value has a 42.6% impact (Loyalty 360)
  • 90% of B2B and consumer audiences agree that brand experiences delivering stronger personal interactions offer more compelling brand engagements (Loyalty 360)
  • About 85% of B2B decision makers start the buying process after a referral from a friend or colleague (Loyalty 360)
  • 88% of B2B content marketers agree that creating content makes their audience view their organization as a credible and trusted resource (PointVisible)
  • 81% of B2C content marketers are concerned with creating content that builds loyalty with existing customers (PointVisible)
  • 54% of B2B content marketers have built loyalty with existing clients by using content marketing successfully in the last 12 months (PointVisible)
  • 71% of B2B customers are at risk of taking their business elsewhere (Gallup)
  • 29% of B2B customers are fully engaged (Gallup)
  • B2B customers with high customer engagement scores achieve 50% higher revenue/sales, 34% higher profitability and 55% higher share of wallet (Gallup)
  • 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)
  • 46% of inbound marketers and 45% of outbound marketers said increasing revenue derived from existing customers is a marketing priority at their company (Hubspot)
  • 44% of US marketing executives said customer retention was a customer-related metric they expected to increase in the next 12 months (Duke)

Other Loyalty Statistics

  • 42% of organizations plan to invest in marketing automation in 2023, 39% in experience-based rewards, 36% in gamification and 26% in mobile apps (Open Loyalty, 2023)
  • 44% of consumers prefer automation over live help in product information or inventory (Square, 2023)
  • 38% of consumers prefer automation over live help for ordering or checkout (Square, 2023)
  • 41% of consumers prefer automation over live help for pickup or arranging delivery (Square, 2023)
  • 73% of consumers prefer automation over live help in at least one area of business (Square, 2023)
  • 78% of consumers are willing to pay higher for a product that is produced/sourced locally, 77% would for products made with recycled/eco-friendly materials and 75% would for a product made by a company with a reputation for ethical practices (PWC, 2023)
  • 47% of companies provide a personalized experience led by fast and easy access to products and services, 43% with flexible rewards and 40% with discounts or rebates (PWC, 2023)
  • 61% of consumers are willing to share their email address in exchange for a personalized experience, 57% of companies ask for this (PWC, 2023)
  • 48% of consumers are willing to share their age and birthday in exchange for a more personalized experience (PWC, 2023)
  • 15% of consumers would share their current location in exchange for a more personalized experience, 28% of companies ask for this (PWC, 2023)
  • 69% of business leaders are increasing their investment in personalization (Twilio Segment, 2023)
  • 92% of businesses are using AI-driven personalization to drive growth in their business (Twilio Segment, 2023)
  • 41% of consumers are comfortable with AI being used to personalize their experiences (Twilio Segment, 2023)
  • 51% of consumers trust brands to keep their personal data secure and use it responsibly (Twilio Segment, 2023)
  • 23% of consumers are less comfortable with personal data being used for personalization purposes compared to 2022 (Twilio Segment, 2023)
  • 39% of businesses struggle to implement personalization technology effectively (Twilio Segment, 2023)
  • 50% of companies say it’s a challenge to collect accurate data for their personalization efforts, compared to 40% in 2022 (Twilio Segment, 2023)
  • 78% of businesses consider first-party data to be the most valuable source of data for personalization (Twilio Segment, 2023)
  • By 2021, data analytics driven businesses are predicted to take $1.8 billion annually from less informed peers. (Forrester Research)
  • 60% of consumers have used a buy now, pay later service and 46% are currently making payments through a buy now, pay later service, even though 66% believe it’s “financially risky” (C+R Research)
  • The average debt for buy now, pay later purchases is $883 per person (C+R Research)
  • 57% of consumers say they regretted making a purchase through Buy Now, Pay Later because it was too expensive, and 56% have fallen behind making a payment (C+R Research)
  • 56% consumers say they prefer Buy Now, Pay Later over using credit cards for purchases, and 38% believe Buy Now, Pay Later services will eventually replace credit cards (C+R Research)
  • The top reasons why consumers prefer Buy Now, Pay Later over credit cards for purchases include: It’s easier to make payments (45%), more flexibility (44%), lower interest rates (36%) and easy approval process (33%) (C+R Research)

Got Members/Customers of Your Own?

We at Access Development have spent literal decades finetuning the art of member engagement through membership perks, member benefits, discount programs for associations and the like. Contact us to learn more about the largest private discount program in the nation. Whether it's B1G1 deals at local restaurants, deep discounts on travel bookings or mobile coupons good at thousands of in-store retail locations, Access has the platform you need to add universal, everyday value to any membership.

building engagement with discount programs. Download ebook to learn how

Topics: Discount Programs, customer loyalty

Written by: Ashley Autry

Ashley Autry has been a dedicated part of Access Development for over 14 years, currently heading the Product Marketing Team. She’s passionate about creating high-quality emails, event campaigns, and marketing materials, all aimed at helping people save money. Outside of work, Ashley is a lover of winter, movies, a good cup of tea, and all things Harry Potter.

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