(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.
- Customer Loyalty Statistics
- Loyalty Program / Loyalty Marketing Statistics
- Retail / Shopping Loyalty Statistics
- Restaurant Loyalty Statistics
- Mobile / Online Loyalty Statistics
- Travel Loyalty Statistics
- Bank Loyalty Statistics
- Member and Subscriber Engagement & Loyalty Statistics
- B2B Loyalty Statistics
As 2020 draws to a close, the air is filled with comments like: “There’s no place like home for the holidays… too bad we can’t go.” and “Happy New Year… we hope.” and of course, “Is this dumpster fire of a year over yet?”
Indeed it has been a difficult year for many. Some said goodbye to loved ones too early. Some struggled with unemployment and financial strain. Others fought to keep doors open on restaurants, shops and other businesses big and small.
However you are weathering the storm, I’m sure we can all agree 2020 is destined to become synonymous with major change.
At Access, we started the year with big plans for expanded travel and lifestyle benefits, app updates and other member wants on our ultimate wishlist. But 2020 changed a lot of priorities for so many members, which in turn changed priorities for the member organizations, employers and merchants that make up our client base. As a result, Access had to refocus as well.
The holidays are a time for celebration. And all things considered, we at Access have a lot to celebrate.
Open enrollment season is also known as hug-a-harried-HR-professional season. Okay, I just made that up, but the fact remains that open enrollment is a busy and stressful time of year for those in Human Resources.
That’s because the stakes are high. More and more businesses are realizing they need to nail their employee benefits package in order to keep the best and brightest working for them for years to come. Every business and organization—from the smallest mom and pop restaurant to multi-million member associations—relies on happy and engaged employees to accomplish their goals.
Want to better serve your customer base? Want to help your members be more engaged? Studies show that the best place to start is with employees. According to a Cornell University study, companies on the Fortune Magazine Best Companies to Work For list boast higher customer satisfaction scores.
Just like a juicy Thanksgiving turkey, the best discount programs are made with carefully chosen ingredients that come together to create a recipe for success.
When we think about eating a delicious holiday bird, most of us imagine ingredients like parsley, celery, onion, lemon pepper, salt, sage and thyme. Almost no one is dreaming of eating a turkey where the main ingredient is, let’s say… Flamin’ Hot Cheetos powder (unfortunately this is a real thing).
Much in the same way, nobody wants to be a part of a discount program that has poor customer service, novelty discounts that people won’t use, low-value deals, online-only offers, discounts that are nonredeemable, and no mobile coupon options.
So for all you membership organizations out there, make sure the white label discount program you’re offering members is one you would actually want to use yourself – and not just every once in a while, but frequently.
And for those companies and organizations looking to make a switch or offer a discount/loyalty program for the first time, it’s important to be aware of the essential “ingredients” to look for that make a discount program effective.
After all, your members/customers/employees don’t just want a discount program for the sake of having one. It’s only valuable to them if they can utilize and incorporate it into their everyday lives, saving money often on the things they buy all the time.
The 2020 US election is complete. We hope everyone was able to vote safely and to make your voices heard. No matter how you feel about the results of any particular election, I think we can all agree that it’s wonderful to have a say in our future.
As we anxiously wait for the final votes to be tallied, here’s a question to keep your mind busy. Do your members have a say in what benefits they receive? Even with many value-added benefits to select from – like discount programs, birthday rewards, points earning, surprise and delight campaigns, etc. – you don’t have to blindly guess what members want. We’ve got some tips to help you figure out exactly what will keep them coming back year after year.
When membership organizations make bad decisions, we can learn a lot from their mistakes. Here is a tongue-in-cheek look at ten easy ways to scare away member loyalty and engagement. About a 7 minute read.
Sometimes member loyalty is skittish as a kid in a haunted house, tensed to bolt at the first sign that all isn’t well. Some members may fear a horror-filled experience. Others may worry your organization is secretly an identity-snatching zombie.
The worst thing is, they don’t often stay with organizations long enough to find out whether these warning signs are scary monsters or (more likely) simple mistakes.
My role as a marketing consultant has allowed me to work with all types and sizes of membership organizations. From large organizations with a million or so members, to small non-profit and trade groups with just a few thousand members. Most organizations seem to get it. They’ve figured out how to adapt to meet the unique needs of their members, and they can seamlessly integrate our discount platform into their existing suite of member benefits and privileges.
A few others -- dare I say -- are unprepared for success.
They have so many fundamental problems with how they run their organization that adding a powerful engagement tool, even one backed by the best discount program provider, will actually make matters worse.
After more than a decade in working with various groups, I’ve noticed some important patterns among the few groups that struggle the most. The ones that send members fleeing in the other direction.
I think there’s great value in learning from the mistakes of others, so here’s my list of the ten easiest ways an organization can scare away their member loyalty and engagement:
