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Loyalty Statistics: The Ultimate Collection

By Brandon Carter | Updated on Mar 5, 2018 6:02:00 AM

(New: Only want the latest data? Check out our collection of 2017 loyalty stats.)

Customer brand loyalty is a rich and complex subject to grasp. 

What is it? (Here's a definition.)

How is it earned?

Is it worth the effort?

For your convenience, we've compiled dozens of statistics to help light the way - 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

  • 60% of customers will tell friends and family about a brand they’re loyal to (Yotpo)
  • 39.4% of customers will spend more on a product even if there are cheaper options elsewhere (Yotpo)
  • Just over 90% of consumers considered themselves equally or more brand-loyal than they were a year ago (Yotpo)
  • Nearly 80% of consumers said it took at least three purchases for them to consider themselves loyal and 37% said they weren’t loyal until they had made at least five purchases (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)
  • Female consumers (68%) are more loyal to brands than males (55%) (Analytic Partners)
  • 61% of Americans switch brands due to price (Nielsen)
  • 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)
  • 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)
  • 30% of US consumers change brand often just for the sake of variety and novelty (GfK)
  • 25% of US consumers consider brand loyalty as something that impacts their buying behavior (Ernst & Young)
  • 78% of consumers are not loyal to a particular brand (Nielsen)
  • 77% of people are considered brand loyal (Facebook)
  • 82% of satisfied customers will “likely” or “very likely” keep shopping with a company and give it another chance if something goes wrong (MarketingSherpa)
  • 40% of satisfied customers will “very likely” keep shopping with a company and give it another chance if something goes wrong (MarketingSherpa)
  • 42% of satisfied customers will “likely” keep shopping with a company and give it another chance if something goes wrong (MarketingSherpa)
  • 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)
  • 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)
  • 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)
  • 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)
  • 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)
  • 84% of consumers say they share information as a way to support causes or brands that they care about (Edelman)
  • Two-thirds of consumers think it’s important for brands to take a public stance on social issues (Sprout Social)
  • 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)
  • 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)
  • Customers that continue to support your brand over time will spend 67% more than new customers (Edelman)
  • 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)
  • Only 27% of consumers see brand loyalty as important (The Marketing Store)
  • 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)
  • 89% of American consumers say they are loyal to brands that share their values (Wunderman)
  • Building loyalty with 5% more customers would lead to an increased average profit per customer of between 25% and 100% (The Loyalty Effect)
  • The cost of bringing a new customer up to the same level of profitability as an old one is up to 16x more (SoicalAnnex
  • Existing customers are 50% more likely to try new products, and spend 31% more than new customers (Koyne Marketing)   
  • A repeat customer spends 67% more than a new one (BIA/Kelsey)
  • 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)
  • “Fully engaged” customers deliver a 23% premium over the average customer in share of wallet, profitability and revenue (Cap Gemini
  • Customers who are fully engaged represent 23% premium in terms of share of wallet, profitability, revenue, and relationship growth (Gallup)
  • Engaged consumers buy 90% more frequently, spend 60% more per transaction and are five times more likely to indicate it is the only brand they would purchase in the future. All of these factors lead to engaged customers delivering three times the value to the brand over the course of a year (Rosetta)
  • The estimated cost of customers switching due to poor service is $1.6 trillion (Accenture)
  • 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)
  • 68% of Millennials will remain loyal to a program that offers them the most rewards (Internet 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)
  • Millennials are 1.75x more likely than Boomers to say they’d like to be brand-loyal (Facebook)
  • 86% of consumers say loyalty is primarily driven by likeability; 83% say trust (Rare)
  • 26% of consumers mention the terms “trust” and “consistency” as an important element of brand loyalty (Rare)
  • 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)
  • 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)
  • 89% of consumers say a great customer experience is key to driving brand loyalty (EConsultancy)
  • Eight out of Ten consumers are willing to pay more for better customer experience (Capgemini)
  • Value for money is a more important loyalty driver for Baby Boomers (70%) and Gen X (70%) than it is for Millennials (65%) and Gen K (61%) (Rare)
  • 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)
  • 81% of Americans say finding a great deal or offer is on their mind throughout the entire shopping journey (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)
  • Women are 22.19% more likely than men to always buy the same product or services regardless of price, quality, convenience, or brand promise (Crowdtwist)
  • Men and women are loyal to specific brands, but 35.66% of men and 28.77% of women would consider other alternatives that offer better quality (Crowdtwist)
  • 35.03% of women and 32.95% of men would consider other alternatives to their preferred brand or product that offer a better price (Crowdtwist)
  • 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)
  • Personalization is a higher priority for driving loyalty for Generation K (54%) and Millennials (52%), than it is for Generation X (48%) and Baby Boomers (40%) (Rare)
  • Fun is an important loyalty driver with 64% of Generation K listing it as a priority compared with 60% of Millennials, 55% of Generation X and 44% of Baby Boomers (Rare)
  • 60% of U.S. consumers have not completed an intended purchase based on a poor customer service experience. That translates into an estimated $83 billion in lost sales for U.S. retailers (BI Intelligence)
  • 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)
  • 15% of shoppers would give a brand or product a second chance after a poor experience (InReality)
  • 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)
  • 27% of small business owners estimate that 11-20% of first time customers don’t return to their business (Belly)
  • 45% of consumers maintained a consistent level of loyalty to the top 100 CPG brands in the U.S. from 2014-15 (Catalina)
  • 73% of consumers cite price and value as the leading factor that determined brand loyalty (Support.com)
  • 66% of consumers cite features, design and quality of product or service as the leading factor that determined brand loyalty (Support.com)
  • 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)
  • 53% of consumers listed a company falling victim to a data breach as a reason for breaking up with a brand (Talend)
  • 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)
  • 23% of millennial consumers say they have a relationship with brands (Edelman)
  • 62% of high-income consumers said that feeling like they had a personal relationship with a brand was a factor in loyalty (YouGov)
  • 53% of adults living in high-income households are willing to switch brands for the sake of using a coupon (GfK)
  • 26% of consumers say they shop more frequently at stores where they can earn rewards, 17% plan ahead to take advantage of rewards and promotions, and 14% shop only where they can earn rewards (Excentus)
  • 13% of consumers said the ability to earn more rewards or save more money would prompt them to switch brands or shop at a different store (Excentus)
  • 80% of shoppers would switch stores or brands when offered a compelling promotion (Market Track)
  • 49% of consumers will gladly switch brands for a coupon (GfK)
  • 63% of companies monitor customer retention (Experian)
  • 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)
  • 32% of executives say retaining existing customers is a priority (Forbes)
  • 31% of executives say improving customer engagement is a priority (Forbes)
  • 29% of executives say maximizing customer lifetime value is a priority (Forbes)
  • Millennials are substantially more likely than Boomers to reuse a product or service after a problem is resolved (JD Power)
  • 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)
  • Millennials are more willing than their Baby Boomer parents or middle-aged Generation X consumers to switch retailers (78%) or brands (55%) in order to earn fuel savings rewards (Excentus)
  • 55% of millennials claim to be more brand loyal today, compared to 39% of consumers in the 35-and-older group (Marketing Executives Networking Group)
  • 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)
  • Top 3 reasons consumers switch brands: cheaper pricing (31%), rude staff (18%) and too many mistakes (16%) (Verint)
  • 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)
  • 61% of consumers would tell friends and family about their experiences, while 27% reported that they would sign up to the company's loyalty scheme (Verint)
  • 26% of millennials said they prefer brands their friends use (NewsCred)
  • The most important driver of brand loyalty for millennials is a great product at 77%, followed closely by brand recognition and trust at 69% (NewsCred)
  • 81% of U.S. Gen Z consumers are willing to switch from their favorite brand if they find a similar product at higher quality (Interactions)
  • 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)
  • 62% of Millennials report that brand engagement is more likely to make them a loyal customer (USC Dornsife)
  • 91% of Millennials prefer brands associated with a cause vs. 85% U.S. average (USC Dornsife)
  • 28% of Millennials have participated in a boycott (Buzz Marketing Group)
  • 62% of Millennials said they tended to only ever buy a preferred brand, compared to just 54% of the wider population (American Express)
  • Top companies that have earned consumer loyalty are: USAA, H-E-B, Publix, Trader Joe’s, Apple, JetBlue Airlines, Aldi, Hy-Vee, Amazon.com, Chick-fil-A, Victoria Secret, ACE Rent A Car, A credit union, Kroger, QVC, Popeye’s, Whole Foods, Panera Bread, Lexus, Papa John’s, Costco & Wegmans (Temkin Group
  • Top brands that best meet Millennial consumers’ expectations and to which Millennials are most engaged and loyal, are: Apple, Nike, Chipotle, Target, Amazon, Samsung, Sephora, Levi’s, PayPal, Old Navy, Under Armour, Beats, Google, Asus, Chevrolet, Converse, Verizon, Victoria’s Secret, Ford and Ralph Lauren (Brand Keys)
  • 55% of consumers who leave feedback in a mobile app are not likely to remain a customer if their feedback goes seemingly ignored (Apptentive)
  • 66% of companies that saw a decrease in customer loyalty over the past year do not have a mobile app (Apptentive)
  • 55% of consumers said they are not likely to continue being a customer of a company that ignores their feedback (Apptentive)
  • 97% of consumers said they are somewhat likely to become more loyal to a company that implements their feedback (Apptentive)
  • Shoppers who notify retailers of poor experience and had their problem completely resolved were 84% less likely than silent shoppers to be at risk of decreasing their spend (LoyaltyOne)
  • 28% of consumers are loyal to their providers and brands, and only 31% are willing to recommend those providers and brands to others (Accenture)
  • 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)
  • 70% of customers cite poor customer service as a reason for not buying from a brand (McKinsey)
  • 30% of corporate executives struggled with customer turnover or slowed revenue growth, and a similar percentage had increased discounts given (Lithium)
  • 69% of Millennials say they feel good about themselves and the company they are doing business with when they resolve a problem without talking to customer service (Aspect Software)
  • 56% of Millennials have switched brands in the past year because of poor customer service (Aspect Software)
  • 85% of consumers say companies could have recognized & rewarded them for doing business with them (Accenture
  • Engaged customers are four times more likely to say they “appreciate when this brand reaches out to me” and seven times more likely to “always respond to this brand’s promotional offers.” (Rosetta)
  • Engaged customers are six times more likely to say they would “try a new product or service from the brand as soon as it becomes available.” (Rosetta)
  • For every customer experience failure, brands lose an average of 65% of the revenue they would have earned from the affected customer during the following year (SDL
  • Once a customer experiences what they consider a major customer experience failure, 64% will stop recommending the organization, start looking for an alternative brand or actively disparage the company via word of mouth, social media or other online channels (SDL)
  • 90% of those experiencing a customer failure spend the same or less with the brand during the following year. The 10% who spend more say they have no choice, being locked into a contract or have no other alternative (SDL)
  • While 30% of consumers say showing them how the business has improved as a result of their failure will bring them back to the brand, this only works for 8% (SDL)
  • 78% of consumers have bailed on a transaction because of a poor service experience (American Express)
  • 94% of customers who have a low-effort service experience will buy from that same company again (CEB)
  • 44% of millennials say they are loyal to brands they buy, and 52% will choose quality over price (IRI)
  • Millennials are 44% more likely to permanently disengage with brands if they receive high volumes of mass generic email communications (Aimia Institute
  • 80% of executives feel their brand understands the needs and desires of their consumers, only 15% of consumers agree (Capgemini)
  • Leading business concerns among US small business owners: finding new customers (66%) & retaining existing customers (40%) (Constant Contact
  • 82% of small business owners said that loyal customers were the main way they grow their business (Constant Contact)
  • 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)
  • 68% of consumers say that coupons generate loyalty (RetailMeNot)
  • 60% of mobile coupon users say they will “gladly switch brands to use a coupon" (GfK)
  • Consumers are most loyal to financial service providers (61%) and grocery retailers (47%) (Epsilon)
  • Over 50% of consumers who are loyal to a brand are 35-54 years old. Only 12% are in the 18-24 age bracket (Epsilon)
  • 46% of consumers said they’re more likely to switch providers than they were 10 years ago (Accenture)
  • 29% of consumers like to change brands for the sake of variety/novelty (Experian)
  • Frequency of interaction builds loyalty and advocacy: 87% daily, 64% weekly, 49% monthly and 33% few times/year (Strativity
  • 30% of less frequent customers wouldn’t miss a company or brand if they were gone or would leave for a better offer (Strativity)
  • Customers are willing to spend anywhere from 3% to 20% more on items from a business that engages with them through Twitter (Twitter)
  • Customers who receive responses on Twitter from a business are 30% more likely to recommend the brand to others, and 44% more likely to share their experience online and off (Twitter)
  • 1% of millennials said that a compelling advertisement would make them trust a brand more (Elite Daily
  • 62% of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer (Elite Daily)
  • 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)
  • Roughly 1 in 5 U.S. mother internet users said they love a brand most because they’re getting a good value for their money (Collective Bias)
  • 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)
  • 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)
  • 2.3% of U.S. mother internet users said they loved a brand because it brings back fond memories (Collective Bias)
  • 1.4% of U.S. mother internet users said Advertising was the primary thing making them loyal (Collective Bias)
  • 3.4% of U.S. mother internet users said a company that is socially responsible was the primary thing making them loyal (Collective Bias)
  • 60% of millennials said that they are often or always loyal to brands that they currently purchase (Elite Daily)
  • 48.3% of U.S. mother internet users are loyal to a product brand; of these, 58.2% said the main reason they love a brand is because of quality and consistency (Collective Bias)

customer appreciation

Loyalty Program/ Loyalty Marketing Statistics

  • 53% of Americans participate in a loyalty program because of ease of use (Colloquy)
  • 52.3% of customers will join a loyalty or VIP program (Yotpo)
  • 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)
  • 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)
  • 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)
  • 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)
  • Loyalty membership growth continues, but has slowed to 15% compared to the 26% growth rate achieved in 2015 (Colloquy)
  • 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)
  • Only 23% of consumers were satisfied with the way rewards and benefits are earned for loyalty programs (Bond)
  • Loyalty reward program users who do not use the redemptions are 2.3 times more likely to defect from the program and join another program (Bond)
  • 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)
  • 26% of North American consumers will stop using a loyalty program if it doesn’t have a smartphone app (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 loyalty management market is projected to grow from $1.68 billion in 2016 to $4.59 billion by 2021 (MarketsandMarkets)
  • 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)
  • 85% of loyalty program members prefer interacting with their favorite loyalty program online (Collinson Latitude)
  • 54% of U.S. loyalty program members said it’s frustrating when programs can’t be easily accessed on smartphones or when an app download is required (CodeBroker)
  • More than 50% of loyalty program members agreed that without easily accessible programs, rewards often go unused or expire because members aren’t aware they’ve accrued (CodeBroker)
  • 37% of loyalty program members prefer accessing loyalty program information via a periodic text message, 28% said a mobile app, 19% prefer desktop/laptop via website, 14% smartphone via digital wallet and 3% prefer Facebook messenger (CodeBroker)
  • 15% of loyalty program members favor loyalty program alerts, such as expiring rewards, through an app, 42% prefer email, and 32% text message notifications (CodeBroker)
  • 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)
  • 63% of loyalty program members believe having a wide range of rewards and offers is the most important aspect of a loyalty program (Collinson Latitude)
  • 64% of companies will offer exclusive loyalty promotions to specific customer groups (SheerID)
  • 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)
  • 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
  • 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)
  • 80% of U.S. Gen Z consumers are willing to sign up for loyalty cards in exchange for deals/discounts (Interactions)
  • 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)
  • 70% of consumers do not sign up for a loyalty program due to the inconvenience and time required to complete registration (3Cinteractive)
  • 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)
  • Points accumulated for free merchandise or travel (47%) and automatic discounts at time of purchase (41%) are the top reasons for signing up for rewards (Vantiv)
  • 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)
  • 43% of consumers say rewards programs require too much spending to reach the next level of status, 36% say the points or rewards expire before they can use them, and 33% say it’s hard to use the rewards because of all the restrictions (Vantiv)
  • 29% of Millennials rated “too many programs to keep track of” as one of their top three things they dislike about rewards programs vs. 17% of Gen X’ers and 20% of Boomers (Vantiv)
  • 33% of Millennials dislike rewards programs because there are too many cards to carry (Vantiv)
  • 72% of consumers said they would be more likely to sign up for a loyalty program if the process was simplified by text message (3Cinteractive)
  • 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)
  • 19% of marketers listed loyalty acquisition as a primary objective for their 2017 mobile initiatives (3Cinteractive)
  • 35% of brands said Artificial Intelligence/Chatbot Integration was the next big opportunity for their loyalty program (3Cinteractive)
  • Consumers said that savvy shoppers (34.5%), followed by credit card companies (27%), brands (26%) and wealthy people (12%) benefit most from customer reward programs (Colloquy)
  • 60% of consumers believe in their reward programs (Colloquy)
  • 76% of consumers said they plan to make no changes in their level of participation in reward programs in 2017, while 12% said they’d participate more and 12% said they’ll participate less (Colloquy)
  • 87% of large companies stated customer experience efforts had a positive business impact (Temkin Group)
  • 57% of marketers intend to increase their customer loyalty budgets in 2016 (CrowdTwist)
  • 57% of brands indicate that they will increase loyalty program budgets in 2017 (CrowdTwist)
  • 38% of brands do not deem their current loyalty efforts as either a success or failure (CrowdTwist)
  • 26% of marketers that do not have formal loyalty programs indicated they are using informal methods to encourage loyalty (CrowdTwist)
  • 74.17% of women said they would refer a friend to a loyalty program that they participate in compared to 67.05% of men (Crowdtwist)
  • 76.82% of women and 73.84% of men are likely to shop with a brand that has a loyalty program (Crowdtwist)
  • Active engagement rates for loyalty programs have remained flat in the past four years (Bond)
  • 31% of marketers ranked “driving engagement” as the main focus of their loyalty program (CrowdTwist)
  • 61% of shoppers reported that user-generated content encourages them to engage with brands (TurnTo)
  • 88% of marketers say executing coordinated campaigns across channels is an important activity relevant to loyalty efforts (CrowdTwist)
  • While 63% of consumers participate in payments rewards programs, only 19% use rewards programs regularly (Accenture)
  • 84% of U.S. businesses use some form of non-cash incentive awards (Incentive Federation)
  • The most commonly used award program types were employee rewards (72%), corporate gifts (72%), sales rewards (60%), customer rewards (45%) and channel partner rewards (41%) (Incentive Federation)
  • Of the industries in which customers are most interested in redeeming their points, grocery stores are a runaway winner, with 38% of the vote. Rounding out the top three were travel (20%) and gas stations (18%) (Points)
  • 25.05% of women will share a post on social media to earn loyalty points compared to 14.92% of men (Crowdtwist)
  • 45.1% of Millennials use coupons and loyalty points to save money (CCG Consulting)
  • The 2015 spending on customer loyalty rewards was 16.1 billion (Incentive Federation)
  • Non-cash loyalty programs are used in 45% of firms (Incentive Federation)
  • Gift cards are the most prevalent form of reward in all programs, except customer loyalty. Trips and travel is used least often within customer loyalty (Incentive Federation)
  • Organizations increased their use of non-cash incentives by 36% from 2013 to 2015 (Incentive Federation)
  • 63.7% of small businesses plan on using a customer loyalty program in 2016 (Belly)
  • 33% of consumers say they use their smartphones to sign up for a rewards program after making a purchase on their smartphone (Nielsen)
  • 70% of brands with a loyalty program don’t let the customer choose their preferred reward (IBM)
  • 67% of the affluent middle class value the flexibility to choose the rewards and benefits they are offered (Collinson Group)
  • 45% of consumers prefer rewards in the form of prepaid debit and gift cards (Blackhawk Network)
  • 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)
  • 69% of Millennials belong to a retail loyalty program and 70% of those are happy with the program (Blackhawk Network)
  • 23% of shoppers use mobile access to loyalty/rewards programs (PWC)
  • 52% of loyalty program members would not be willing to pay a membership fee (48% would) (Maritz)
  • More than 45% of consumers say the opportunity to earn rewards is a primary driver for purchasing from a brand (Maritz)
  • 43% of consumers join loyalty programs because of the desire to earn rewards (Maritz)
  • 68% of female vs. 60% of male loyalty program members are interested in earning rewards for non-purchase activities (Bond)
  • 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)
  • 70% of consumers are more likely to recommend a brand with a good loyalty program (Bond)
  • 77% of consumers say loyalty programs make them more likely to stay with brands (Bond)
  • 63% of consumers say they modify their spending habits to maximize loyalty benefits (Bond)
  • 17% of loyalty program members say they joined out of love for the brand’s products (Maritz)
  • 5% of loyalty program members say they joined because of a shared identity with brand values (Maritz)
  • 31% of loyalty program members say they joined because it was low effort to sign up (Maritz)
  • 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)
  • 27% of loyalty program members say they have a consistent experience across each point of interaction with the brand (Bond)
  • 25% of cards downloaded to Apple Pay are store and loyalty cards (First Annapolis)
  • 57% of Midwesterners belong to a loyalty program that enables them to save on fuel, compared with 56% membership rates in the West, 52% South and 50% Northeast (Excentus)
  • 15% of Northeasterners are more likely to join a fuel savings rewards program based on a peer’s recommendation than consumers elsewhere (9%) (Excentus)
  • 44% of Southerners say they join loyalty programs to save money any way they can, compared to 41% Midwest, 37% West and 33% Northeast (Excentus)
  • 46% of consumers modify brands they buy to maximize the loyalty benefits (Maritz)
  • 67% of consumers would modify the brands/companies they purchase from in order to maximize points (Bond)
  • 66% of consumers modify amounts they spend 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)
  • 44% of consumers have between 2-4 loyalty cards; 25% have between 5-9 loyalty cards (Vibes)
  • 77% of smartphone users said mobile offers have a positive or very positive impact on their brand loyalty (Vibes)
  • 66% of smartphone users would have a more positive opinion of a loyalty program if they could store and access information on their smartphone in a mobile wallet app  (Vibes)
  • 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)
  • 73% of smartphone users are very interested or somewhat interested in saving loyalty cards to their smartphones  (Vibes)
  • 89% of shoppers currently participate in some type of loyalty/reward program (General Mills)
  • There are 3.3 billion loyalty program memberships in the US, an average of 29 per household (Colloquy)
  • Of the total membership in loyalty programs, 58% don't actively participate in those memberships (Colloquy)
  • Top two benefits that motivate consumers to join a loyalty program are: earning points/miles on purchases (56%) and product or service offer/discount (55%) (Colloquy
  • 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)
  • Top two reasons consumers continue to participate in a loyalty program are: easy to understand (81%) and rewards and offers are relevant (75%) (Colloquy)
  • 87% of consumers want a customer loyalty program (Talech)
  • 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)
  • 70% of consumers overwhelmingly like the idea of programs partnering with other brands to increase ways to earn loyalty points (HelloWorld)
  • 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)
  • Top two reasons consumers stop participating in a loyalty program are: did not provide rewards/offers that were of interest (56%) and too hard to earn points for rewards (54%) (Colloquy)
  • 27% of consumers ranked the ability to earn points from multiple retailers as one of their top three appealing loyalty program features (Colloquy)
  • Loyalty programs have a higher influence on Gen Z and Millennial consumer spend than on Boomers (66% vs 58%) (Bond)
  • 74% of Baby Boomers, 58% of Gen X and 41% of Millennials claim they would be encouraged to spend with a brand that has a loyalty program (ICLP)
  • 63% of millennials said they had joined a program within the past year, versus 55% of the general population (Colloquy)
  • 25% of millennials said they joined a program in the past year because it offered access to members-only events, versus 16% of the general population (Colloquy)
  • 40% of millennials said they joined a program for access to members-only sales, products and services, versus 33% of the general population (Colloquy)
  • 63% of millennials said it’s important that their loyalty program participation supports lifestyle preferences versus 53% of Gen X’ers and 46% of baby boomers (Colloquy)
  • Millennials are 2.2 times more willing than boomers to pay a premium for products and services if they can also earn loyalty and reward points (Bond)
  • 49% of millennials stopped using a loyalty program after receiving irrelevant communications, compared to 37% of the general population (Colloquy)
  • 18% of millennials stopped participating in a program because it lacked a smartphone app, compared to 13% of the general population (Colloquy)
  • 27% of millennials continued their participation in a loyalty program because it featured a competitive game or a social element. By comparison, just 7% of baby boomers stayed with a program for those reasons (Colloquy)
  • 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)
  • 59% of Millennials value loyalty programs that offer special services like concierge (Bond)
  • Boomers (40%) don’t find loyalty programs as essential as Millennials (62%) and GenXers (64%) (Chase
  • The loyalty management market is expected to grow USD 1.4 Billion in 2015 to USD 4.0 Billion by 2020 (Markets and Markets
  • 83% of consumers say they belong to a loyalty program (DailyBreak)
  • 75% of consumers belong to up to 10 loyalty programs (Cognizant)
  • The average number of loyalty programs a consumer belongs to has grown to more than 14 from 10.9 memberships jut three years ago (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)
  • 34% of customers say they would not be loyal to the brand if it weren’t for the brand’s loyalty program (Bond)
  • Just 19% of loyalty program members say that brand representatives make them feel special and recognized (Bond)
  • Effective brand representatives drive 3.9X higher member satisfaction (Bond)
  • Loyalty program member satisfaction remains steady year over year at about 46% (Bond)
  • The fourth overall driver of brand satisfaction is loyalty/rewards program at 7% (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)
  • 86% of members agree loyalty programs are definitely worth the effort (Bond)
  • 81% of consumers agree that loyalty programs make them more likely to continue doing business with a brand (Bond)
  • Loyalty Program enrollment has grown by 31% over the last four years (Bond)
  • 42% of members are very satisfied with the loyalty program enrollment experience (Bond
  • 44% of loyalty program members are satisfied (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)
  • 45% of members are very satisfied with their entertainment loyalty program experience (Bond)
  • 31% of members are very satisfied with their consumer packaged goods loyalty program experience (Bond)
  • 73% of members are more likely to recommend and say good things about brands with good loyalty programs (Bond)
  • 87% of loyalty program members say they are open to having various details of their activity and behavior watched, monitored and traced in order to receive access to personalized rewards or engagements (Bond)
  • 28% of loyalty program members feel very satisfied that they get a personalized experience (Bond)
  • 80% of consumers indicated they are more likely to do business with a company if it offers personalized experiences (Epsilon)
  • Consumers who believe personalized experiences are very appealing are 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)
  • 80% of consumers say they are more likely to do business with a company if it offers personalized experiences (Edelman)
  • 10% of loyalty program members follow a loyalty program on social media (Bond)
  • 37% of members strongly agree that programs are trustworthy (Bond)
  • Brands that allocate 20% or more of their budgets toward customer loyalty have a better understanding of their customers (Loyalty360
  • 68% of companies report they are allocating less than 20% of their marketing budgets to loyalty, yet 58% of companies say that more than 20% of total sales or revenue is attributed to the program (Loyalty360)
  • More than 50% of software-as-a-service (SaaS) professionals planned to increase customer retention-related spending (Totango)
  • 32% of Executives believe referrals and recommendations from existing customers is the most important benefit of customer retention; driving incremental purchase from existing customers (19%); reduction of marketing costs (16%); increased revenue per customer over time (14%); predictable revenue (10%); and profitable revenue (9%) (Forbes/Sailthru)
  • 45% of media executives said the lack of a cross-channel reader experience was a key problem, while another 35% mentioned a lack of technologies to enable them to attain repeat or loyal customers (Forbes/Sailthru)
  • Brands that upped their spend on customer retention over the past one to three years drove a 200% higher chance of growing their market share (Forbes/Sailthru)
  • Management teams at companies that focus on retention are twice as likely to understand the impact of customer lifetime value on revenue and growth (Forbes/Sailthru)
  • Companies focused on retention are nearly 50% more likely to consider projected long-term profitability growth when making decisions about customer strategy (Forbes/Sailthru)
  • Companies see a return of $3 for every $1 invested in the customer experience (Avanade)
  • 58% of companies have seen increased customer satisfaction over the last 12 months, 37% have seen improved sales cycles (Avanade)
  • 38% of executives have a dedicated budget for customer experience (Leapfrog Marketing Institute)
  • 45% of companies have seen an increase in customer loyalty as a result of investing in the customer experience (Avanade)
  • 73% of Marketing and IT decision makers agreed that customer loyalty is lost without a focused brand experience (Sitecore)
  • 44% of digital marketers said they will somewhat increase loyalty budgets, and 13% plan to significantly (CrowdTwist)
  • 4% of digital marketers said they anticipate lowering investment in loyalty programs (CrowdTwist)
  • Nearly all the winners of the 2015 Loyalty360 Awards are investing more than 21% of marketing dollars to loyalty compared to one-third of the market at-large (Loyalty360)
  • While a loyalty/rewards program is the component that is most widely included in loyalty strategies (78%), customer experience (69%) and customer engagement (66%) are included almost as frequently (Loyalty360)
  • Winners of the 2015 Loyalty360 Awards are including, on average, at least 11 different components in their loyalty strategies, compared to 7.5 components for the market-at large (Loyalty360)
  • 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)Subscribe to the Access Loyalty Blog
  • 49% of members agree they spend more with brand now vs. pre-membership (Bond)
  • 44% of customers agree that it would be easy to replace the program with a competitor’s program (Bond)
  • Engagement metrics are used by 60% of companies, followed closely by customer satisfaction (55%) and sales/revenue (53%) (Loyalty360)
  • 19% of consumers would choose a different brand to earn 25-50 cents per gallon on fuel, 17%-20% would switch retailers to earn 25 cents to $1 per gallon on fuel, and 20% would purchase in-store rather than online to earn 25-50 cents per gallon on fuel (Excentus)
  • The total number of members of coalition loyalty programs worldwide is likely to have risen above 2 billion for the first time in 2015 (Finaccord)
  • Around 2.07 billion consumers worldwide are likely to be members of at least one coalition loyalty program, which is equivalent to approximately 28.4% of the world's adult population (Finaccord)
  • The largest coalition loyalty program in the world by number of members (with around 397 million) is India's Max Get More program (Finaccord)
  • The average number of external currency-earning partners per coalition loyalty program is around 93 (Finaccord)
  • The average number of external currency-redemption partners per coalition loyalty program is 73 (Finaccord)
  • 66% of millennials respond to loyalty cards/discounts, 65% to couponing and 50% to store circulars (IRI)
  • 46% of shoppers who use loyalty programs consider them to be important in their decision to purchase (InReality)
  • 62% of consumers said they’d consider joining a fee-based rewards program if their favorite retailer offered one (Loyalty One)
  • 75% of 18-24 year-olds and 77% of 25-34 year-olds said they’d consider joining a fee-based rewards program (Loyalty One)
  • 47% of consumers said rewards in fee-based programs are better than rewards in free programs (Loyalty One)
  • 61% of 18-24 year-olds and 54% of 25-34 year-olds said fee-based rewards are better (Loyalty One)
  • Of consumers who already participate in fee-based loyalty programs, 69% said they were enticed by free shipping, followed closely by special discounts at 67% (Loyalty One)
  • Women (67%) are slightly stronger than men (64%) in their belief that rewards are worth paying for (Loyalty One)
  • 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)
  • 79% of millennials ages 18 to 24 and 76% ages 25 to 34 said they would pay for rewards that correspond to their specific needs (Loyalty One
  • Millennials check their rewards status daily (13%) compared with Generation X (10%) or Baby Boomers (7%) (Excentus)
  • Millennials are more enthusiastic (26%) than Gen X (19%) and Boomers (13%) about using loyalty rewards to save on the costs of driving (Excentus)
  • Millennials would join a fuel savings reward program based on the recommendation of a family member or friend (19%), compared with Generation X (8%) or Baby Boomer (6%) consumers (Excentus)
  • Millennials link their rewards-earning capability to a credit card (26%), compared to Generation X (10%) and Baby Boomer (8%) consumers (Excentus)
  • Millennials prefer a variety of rewards activities to save money, including retailer/brand coupons (26%), fuel savings rewards (25%) and instant cash-register discounts (23%) (Excentus)
  • Category that’d be most appealing if compelling benefits were available through a fee-based program: Grocery & Mass Merchandise (35%), Credit Card Rewards(26%), Specialty Retail (13%), Travel (18%) and Restaurants (9%) (Loyalty One)
  • 32% of 18-24 year-olds and 34% of 25-34 year-olds said they have never been offered membership in a fee-based program, versus 25% of the general population (Loyalty One)
  • In the U.S. alone, companies spend a staggering $2 billion on loyalty programs every year (Cap Gemini)
  • 89% of social media sentiment on loyalty programs was negative among consumers (Cap Gemini)
  • The average household in the U.S. has over 21 loyalty program memberships, but only actively uses 44% of these (Cap Gemini
  • 97% of loyalty programs rely on transactional rewards (Cap Gemini)
  • 77% of transaction-based loyalty programs fail in the first two years (Cap Gemini)
  • 25% of loyalty programs reward customers for some form of engagement (Cap Gemini)
  • 11% of loyalty programs offer personalized rewards based on a customer’s purchase history or location data (Cap Gemini)
  • Among millennials, who are expected to spend more than $200 billion annually by 2017, negative sentiment towards loyalty programs stood at 85% (Cap Gemini)
  • 25% of companies reward any form of engagement (Cap Gemini)
  • 57% of airlines reward customers for at least one form of engagement (Cap Gemini)
  • 41% of hotel chains reward customers for at least one form of engagement (Cap Gemini)
  • 35% of consumer products reward customers for at least one form of engagement (Cap Gemini)
  • 15% of consumer electronics reward customers for at least one form of engagement (Cap Gemini)
  • 12% of the retail industry rewards customers for at least one form of engagement (Cap Gemini)
  • 7% of the telecom industry rewards customers for at least one form of engagement (Cap Gemini)
  • Key reasons for negative social media sentiment on loyalty programs: lack of reward relevance, flexibility & value (44%), lack of a seamless multi-channel experience (33%), customer service issues (17%) (Cap Gemini
  • Reward Mechanisms in Loyalty Programs: purchases (97%), activities (16%), participation in gamification campaigns (14%), mobile app downloads (6%), social media engagement (4%), in-store checkins (2%) (Cap Gemini)
  • 53% of young Millennials said reward programs are rigged, a 29% increase over the general population (Colloquy)
  • 37% of older Millennials said reward programs are rigged (Colloquy)
  • 59% of consumers say customer reward programs are not rigged, while 41% say that points, miles and cash back programs are rigged (Colloquy)
  • 72% of consumers would like better access to rewards online and 78% the ability to redeem their rewards more easily (Collinson Latitude)
  • 31% of consumers agreed they were receiving a great service from their loyalty program (Collinson Latitude)
  • Loyalty rewards is ranked above customer reviews (58%) and almost level with brand reputation (69%) in terms of their influence over consumers' decision-making process (Collinson Latitude)
  • 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
  • 54% of consumers belong to loyalty programs that enable them to save on the cost of fuel, and rank these programs first for membership and activity over credit card cashback rewards, coupons, discounts, airline miles, hotel points and other rewards programs (Excentus)
  • 46% of consumers say they earn, buy, redeem or check their fuel-savings rewards daily or weekly (Excentus)
  • 47% of consumers join rewards programs because they like saving money any way they can and 23% like earning rewards on everyday purchases (Excentus)
  • 37% of consumers ranked fuel savings as their preferred rewards program (Excentus)
  • 68% of consumers belong to fuel-saving rewards programs offered by grocery stores, 22% retail stores, 16% credit cards and 7% restaurants/dining venues (Excentus)
  • 46% of consumers say they join because rewards are offered as part of an existing loyalty program, 40% to save money, 37% to earn rewards where they already shop, 19% to save on the cost of driving, and 15% because the incentive is linked to a credit card (Excentus)
  • 9% of companies support reward redemption across all channels (Cap Gemini)
  • 45% of loyalty programs follow a tier-based method (Cap Gemini)New Call-to-action
  • Primary driver of repeat business according to US small business owners: established relationships with customer base (57%) & loyalty programs (10%) (Braun Research
  • 72% of Americans say they would prefer a rewards program that allows them to shop at many stores versus a single brand (American Express)
  • 83% of consumers belong to at least one loyalty/reward program, 13% belong to 5 or more (DailyBreak)
  • American consumers are members of 10 loyalty programs on average (The Marketing Store)
  • 91% of companies have a customer engagement or loyalty program (Experian)
  • 68% of women said that getting rewards from a brand makes them stay longer, and not switch to other brands, versus 53% of men (Cherry London)
  • Over half of consumers surveyed said they wanted to see a brand "invest heavily" in rewarding them for their custom (versus 42% who said they were happy with “a little" investment) (Cherry London)
  • 65% of consumers said recieving rewards impacts frequency of purchase, 64% said it influences the amount they spend and 69% said that it influences brand trial (Cherry London)
  • 69% of consumers said rewards make them more likely to shop with a brand (Cherry London)
  • 72% of women said rewards make them spend more vs. only 56% of men (Cherry London)
  • Rewards entice 75% of women to trial a brand for the first time vs. 62% of men (Cherry London)
  • Socially connected loyalty program members have an 18% lift in spend (CrowdTwist)
  • 93% of consumers think rewards are very important or somewhat important (CrowdTwist)
  • Socially connected loyalty program members have a 168% lift in engagement compared with non-loyalty program members (CrowdTwist)
  • 57.4% of consumers join loyalty programs to save money and 37.5% to receive rewards (TechnologyAdvice)
  • Members of a loyalty program have a 28% lift in purchase frequency versus non-loyalty program members (CrowdTwist)
  • 67% of customers said surprise gifts are very important for loyalty programs (CrowdTwist)
  • More than 71% of those making $100,000 or more a year are enrolled in a loyalty program (Software Advice)
  • 62% of shoppers say loyalty program membership is beneficial (Cognizant)
  • 16% of executives reported they have a "very effective" loyalty program (SAS)
  • 38% of marketers say their biggest 2015 challenge is improving customer acquisition and retention (TeraData)
  • Only 34% of SMBs have a loyalty program (BIA/Kelsey)
  • 58% of consumers buy from the stores and brands whose loyalty programs they belong to at least once a month (DailyBreak Media)
  • 65% of Gen X buy at least once a month from the stores or brands whose programs they belong to, followed by baby boomers (60.56%) and 68+ (54.84%) (DailyBreak Media)
  • Loyalty program membership is growing at 26.7%, while active memberships are growing at just 21.2% (Colloquy)
  • Just 49.6% of companies can identify their most loyal customers (Loyalty360)
  • 36.8% of consumers prefer card-based programs, 33.3% digital loyalty programs (TechnologyAdvice)
  • 57% of consumers modify when and where they buy in order to maximize the loyalty benefits (Maritz)
  • 78% of consumers say they would be more likely to make a purchase if offered points or miles (Points)
  • Redeemers are twice as satisfied with loyalty programs as non-redeemers (Bond)
  • 35% of points program members redeem awards (Forrester)
  • More than one-fifth of loyalty program members have never redeemed (Bond)
  • Non-redeemers are 2.3 times more likely to defect than recent redeemers (Bond)
  • 69% of consumers say choice of retailer is influenced by where they can earn customer loyalty/rewards program points (Maritz)
  • 66% of consumers agree that earning points or miles in a loyalty program is important (Points.com)
  • 60% of consumers actively look for promotions that will help them earn more points or miles (Points.com)
  • 56% of consumers said they never miss a chance to earn points and miles in their favorite loyalty programs, even when the amounts given are small (Points.com)
  • 61% of retailers use points or benefits through the company’s loyalty program as a means of adding value to the customer relationship (Colloquy)
  • 83.3% of consumers said they would be less likely to participate in a program that relied on social rewards (TechnologyAdvice)
  • 70% of members feel loyalty programs are part of their relationship with a company (Maritz)
  • Customers who are enrolled in at least one loyalty program are 82% more likely to shop at businesses that offer similar reward programs (TechnologyAdvice)
  • 59% of people would be more likely to join a loyalty program that offered a smartphone app (TechnologyAdvice)
  • 53% of Members enrolled in loyalty programs stopped actively participating in at least one loyalty program in the past year (only 7% formally opted out) (Maritz)
  • 41% of consumers have redeemed points to give the rewards or benefits as gifts (Maritz)
  • % driven to interact with a brand online by loyalty programs: 64% of millennials, 79.6% of Gen-X’ers, and 66.2% of baby boomers (DailyBreak Media)
  • 94% of senior executives feel that keeping customers for life is a priority within their business (Forbes)
  • The average repeat customer spent 67% more in months 31-36 of his or her shopping relationship than in months 0-6 (Bain)
  • 38% of companies are primarily focused on retaining repeat customers for revenue growth (Forbes)
  • 63% of marketers say that engagement is manifested in customer renewals, retention and repeat purchases (Marketo)
  • 50% of marketers said they routinely apply data to engage consumers (TeraData)
  • 75% of consumers say discounted or free products was the most valuable loyalty program benefit (Neilsen)
  • 42% of companies claim to measure the lifetime value of a customer (EConsultancy)
  • 64% of millennials say reward programs push their online brand interaction (Dailybreak Media)
  • 69% of consumers said they would break habit and choose a different brand in order to earn more points or miles (Points.com)
  • 54% of consumers buy more from companies when they are being rewarded for purchases (Points.com)
  • Merchant funded rewards programs are 80% less costly than traditional loyalty programs (Aite)
  • 70% of executives named customer retention as the #1 objective of loyalty programs (Forrester)
  • 56.8% of consumers are more likely to participate in programs that offer exclusivity-based rewards, such as VIP status (TechnologyAdvice)
  • 26% of consumers watch the timing of loyalty promotions and adjust their purchasing to these time periods (Colloquy)
  • 40% of women and 31% of men said when doing their 2014 holiday shopping, they will choose retailers that operate loyalty programs in which they participate (Colloquy)
  • Fees (68%) and privacy (56%) are leading reasons consumers won't join loyalty programs (Bond)
  • 40% of members feel their values are aligned with the values of their loyalty programs (Maritz)
  • 32% of Americans believe that the privacy of their personal information is an important attribute of a loyalty program (Mintel)
  • 43% of shoppers are willing to share loyalty program data (Cognizant)
  • 80% of members want plenty of options for accruing points (Cognizant)
  • What consumers see as important in a loyalty program: Ease of redeeming rewards (55%), ease of earning points (51%), monetary rewards (51%), access to exclusive deals and coupons (36%), easy enrollment options (22%) (Mintel)
  • 90% of consumers want to receive communications from loyalty programs; only 46% deem those communications relevant - 93% of that 46% report very high overall satisfaction (Bond)
  • Small businesses that send loyalty members two to three communications per week see three times more customer visits than businesses that do not send any communications (SpotOn)
  • 68% of Millennials wouldn't be loyal to a brand without a strong loyalty program (Bond)
  • 80% of members agree that loyalty programs are worth the effort (Maritz)
  • 64% of consumers said that rewards programs are overcomplicated, and 63% said they are hard to use (Collinson Latitude)
  • 86% of consumers said more reward choices would help improve their experiences (Collinson Latitude)
  • 69% of consumers are unhappy with the level of service offered by their program (Collinson Latitude)
  • Members of a loyalty program are 40% more likely to click “open” on promotional emails (Merchant Warehouse)
  • 57% of loyalty marketers were not completely confident in their loyalty program (Big Door)
  • 84% of marketers report personalization impacts customer retention and loyalty (Exact Target)
  • 37% of members strongly agree their consumer packaged goods loyalty programs are trustworthy (Bond)
  • 36% of members strongly agree their entertainment loyalty programs are trustworthy (Bond)

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Retail/Shopping Loyalty Statistics

  • 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)
  • 94% of consumers name a consistently good customer experience as the main reason they remain loyal to a brand (Blackhawk Network)
  • 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)
  • 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)
  • 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)
  • 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)
  • 40% of retailers offer loyalty apps (PointSource)
  • 43% of retailers track loyalty mobile metrics (PointSource)
  • 57% of retailers offer mobile coupons (PointSource)
  • 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)
  • 91% of global online shoppers reported that they are a member of a loyalty/reward program (PWC)
  • Top 3 benefits global online shoppers said they received from their loyalty/reward programs: member-only discounts (70%), collecting reward points (61%), and free shipping (58%) (PWC)
  • 72% of global consumers agree that, all other factors equal, they’ll buy from a retailer with a loyalty program over one without (Nielson)
  • 66% of global consumers say they belong to one or more loyalty programs (Nielson)
  • 74% of global loyalty program participants agree that loyalty programs make them more likely to continue doing business with a company, and 67% agree they shop more frequently and spend more at retailers with loyalty programs (Nielson)
  • 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)
  • 60% of global online shoppers say they shop at their favorite retailer because the prices are good, items wanted are in stock (32%), and they trust the brand (32%) (PWC)
  • 56% of Millennials say they shop at their favorite retailer because their prices are good, brand affinity (33%), reliable delivery (25%), and an easy-to-use website or mobile site (23%) (PWC)
  • 66% of global consumers agree they’d shop more at online retailers if they provided loyalty benefits similar to those of traditional in-store retailers (Nielson)
  • 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
  • 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)
  • 93% of shoppers who sign up for a loyalty program said special promotions influence their decision to sign up (CFI Group)
  • 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)
  • 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)
  • Once in-store, more than 80% of consumers use their mobile phones to compare prices on other retail sites and social networks, and see if stores have online coupons or loyalty programs (Crowdtap)
  • Post-purchase, 47% of consumers will use the retailer’s site or social networks to write a review. Of these shoppers, 68% will purchase from the same brand again within 3 months (Crowdtap)
  • Retailers and publishers that increased their spending on retention in the last 1-3 years had a near 200% higher likelihood of increasing their market share in the last year over those spending more on acquisition (Forbes/Sailthru)
  • 46% of retailers currently offer mobile coupons or mobile checkout and say it works well (PointSource)
  • 59% of shoppers stated they would be encouraged to shop more with a brand if it had a loyalty scheme (ICLP)
  • More than 50% of all shoppers would be encouraged to shop more frequently or spend more with a brand if they received discounts on future purchases (ICLP)
  • 43% of global online shoppers said interaction with their favorite brands on social media made them respect/value the brand more (PWC)
  • 80% of emerging markets online shoppers who have had interactions on social media valued the brand more, while just 47% of established markets online shoppers valued the brand more after social media interactions (PWC)
  • 59% of retailers plan to utilize brand advocacy/social media endorsement as a source for identifying their most valuable customers within three years (Boston Retailer Partners)
  • 59% of retailers utilize social media comments as a means of measuring customer satisfaction (Boston Retailer Partners)
  • 62% of customers will shop elsewhere if they have a purchase incorrectly identified as fraud (CFI Group)
  • 19% of consumers said they would stop shopping at a retailer that had been a victim of a cybersecurity hack, even if the company took the necessary steps to remediate the issue (KPMG)
  • 33% of consumers indicated that fears of further exposure of their personal information would prevent them from shopping at a breached retailer for at least three months (KPMG)
  • Members of retailers’ loyalty programs generate between 12% and 18% more revenue for retailers than those who do not belong (Accenture)
  • 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)
  • Loyalty programs are most influential for consumers when shopping at mass merchandisers (55%) and least influential at office supply retailers (24%) (Berkeley Research Group)
  • 65% of women have used a grocery store loyalty program in the last three months vs. 50% of men (Vantiv)
  • U.S. internet users for whom loyalty programs will be influential when deciding where to shop during the 2016 holiday season: department stores (48%), electronics retailers (43%), club stores (37%), drug stores (35%), apparel retailers (33%), sporting goods retailers (25%) (Berkley Research Group)
  • 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)
  • The biggest reason consumers leave a store without making a purchase is that they couldn’t find what they were looking for (60%) and the high price (51%) (Berkeley Group)
  • 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)
  • While retailers can woo 91% of shoppers to spend more if they offer free shipping, 81% of consumers will shop at a competitor if a product is backordered or out-of-stock (Radial)
  • Fast and direct communications about an order is the number one factor in winning the loyalty of millennials and baby boomers (Narvar)
  • 51% of consumers will stop shopping with a retailer that delivers their order later than expected (Radial)
  • Lacking produce availability has prompted 20% of shoppers to stop shopping with a retailer and 31% to stop shopping with online retailers (Blue Yonder)
  • 70% of purchase decisions are made in front of the shelf, so if your product is out of stock, you’re out of luck (Nielson)
  • 37% of consumers purchase another brand when their favorite brand is out of stock, while 21% visit another store (Nielson)
  • 49% of American adults say they would shop more at a retailer that offers a wider selection of multicultural products (The Harris Poll)
  • 59% of consumers said their opinion of a retailer would be more positive if they started to receive coupons and offers that could be saved on their smartphones (Vibes)
  • 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)
  • 31% of global online shoppers have accessed a coupon/promotional code on their mobile/smartphone whilst in-store and 21% have accessed loyalty/reward programs in-store (PWC)
  • 36% of Millennials have accessed a coupon/promotional code on their mobile/smartphone whilst in-store vs. 26% of other age groups, and 23% of Millennials have accessed loyalty/rewards programs in-store vs. 18% of other age groups (PWC)
  • 51% of global loyalty program participants say product discounts are among their three most valued benefits, followed by rebates & cash back (45%), free products (33%) and free shipping (32%) (Nielson)
  • 81% of global loyalty program participants say it’s appealing to earn rewards regardless of whether or not a purchase was made in-store, on a website or mobile device (Nielson)
  • 79% of global loyalty program participants say it’s appealing to be able to choose among several types of rewards (79%) (Nielson)
  • 57% of Baby Boomers say product discounts are among their three most valued benefits, followed by rebates & cash back (54%), free products (33%) and free shipping (34%) (Nielson)
  • 77% of global loyalty program members find personalized promotions based on past purchases appealing, as well as the opportunity to earn bonuses by doing a specified activity (76%) (Nielson)
  • 67% of global loyalty program members say integration with a mobile payment system is appealing, so they can automatically earn and use rewards when they use a mobile wallet (Nielson)
  • 67% of global loyalty program members say points or rewards for referrals is appealing, as well as tiered programs with exclusive rewards for customers in a particular level or status (60%) (Nielson)
  • 62% of global loyalty program members say points or rewards for sharing products and pages on social networks is appealing, as well as a store-specific loyalty program mobile app (60%), and integration with third-party apps that consolidate loyalty program information (51%) (Nielson)
  • 80% of Millennials find points or rewards for purchases made in-store, on a website or mobile device appealing, as well as the ability to choose among several types of rewards (81%), and opportunities to earn bonuses by doing some specified activity (81%) (Nielson)
  • 48% of Millennials say product discounts are among their three most valued benefits, followed by rebates & cash back (41%), free products (33%) and free shipping (32%) (Nielson)
  • 79% of Baby Boomers find points or rewards for purchases made in-store, on a website or mobile device appealing, as well as the ability to choose among several types of rewards (75%), and personalized or promotional offerings (70%) (Nielson)
  • 22% of customers claim suggestions based on past purchases drive their loyalty (ICLP)
  • 25% of consumers are likely to spend more in a retail store where they are greeted by name and made to feel like a valued customer (ICLP)
  • Companies that are able to send receipts via email get more repeat visits from consumers, as this is something 24% of consumers stated would lead them to shop more frequently with a retailer (ICLP)
  • 48% of consumers have left a brand’s website and purchased from a competitor due to a poorly personalized experience (Accenture)
  • 13% of consumers will choose retailers that offer money-can’t-buy experiences or a stylist to advise on purchase over those that don’t offer personalized benefits (ICLP)
  • 11% of American adults say they won't do business with a company whose data was breached again (Rand Corp)
  • 27% of shoppers would give a physical store a second chance after a poor interaction (InReality)
  • 16% of shoppers would give an ecommerce site a second chance after a poor experience (InReality)
  • 66% of online consumers said a poor delivery experience could prompt them to hit another ecommerce retailer (Convey)
  • 60% of shoppers are willing to jump ship to a rival retailer if their preferred method of delivery isn't available (Kibo Commerce)
  • 68% of shoppers belong to at least two grocery store loyalty programs (Blackhawk Engagement)
  • 60% of shoppers consider themselves loyal to a particular grocery store (Blackhawk Engagement)
  • 64% of the affluent middle class are members of supermarket loyalty programs, down from 70% in 2014 (Collinson Group)
  • 93% of U.S. adults would not return to a retailer if they experienced some type of issue related to the facility (Cintas)
  • 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)
  • There are 229.6 million department store loyalty program memberships, an 18% increase from last year (Colloquy)
  • 82% of consumers who returned an item were repeat customers (Retail Dive)
  • 60.6% of shoppers would abandon a retailer if they had an unpleasant experience returning an item there (LoyaltyOne)
  • Of the total figure for all coalition loyalty programs (2.07 billion), 169.9 million belong to the retail sector (Finaccord)
  • 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)
  • Loyalty programs are a top priority for 46% of retailers (Boston Retail Partners)
  • 74% of U.S. retailers reveal that customer engagement is their #1 concern; 62% of those retailers said they are increasing their budgets to enhance loyalty initiatives in 2015 (Boston Retail Partners)
  • When retailers can collect insights from their loyalty-based data to refine pricing, promotions, assortment and marketing to customer preferences, there is a consistent 1% to 4% increase in sales and a 4% to 7% increase in profits (Boston Retail Partners)
  • Less than half of retailers feel their company pricing strategies are building customer loyalty (Precima)
  • 181% more retailers plan to use gamification within loyalty programs in five years (Boston Retail Partners)
  • 56% of retailers plan to participate in mobile loyalty applications in five years (Boston Retail Partners)
  • 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)
  • 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)
  • 70% of consumers say their top motivation to try a new store or website is to seek better prices (Deloitte)
  • 59% of shoppers said holiday gift return policies make or break their opinion of a retailer (Colloquy)
  • 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)
  • 35% of members strongly agree their retail programs are trustworthy (Bond
  • Online responses of more than 1,200 consumers revealed that returning gifts is a major factor in the average shopper's connection to a company (LoyaltyOne)
  • 79.3% of consumers said that a positive experience returning a gift would motivate them to shop more often at the store (LoyaltyOne)
  • 45% of loyalty program members are very satisfied with their retail program experience (Bond 
  • Consumers’ favorite grocery retailers in 2016: Wegmans, Publix, Trader Joe’s (Market Force Information)
  • 11% of retailers plan to adopt customer loyalty programs (Talech)
  • There are 267.6 million drug store memberships, 88% increase (Colloquy)
  • There are 433.5 million specialty retail memberships, 20% increase (Colloquy)
  • There are 164.3 million mass merchant memberships, a 17% increase (Colloquy)
  • There are 24.5 million fuel/convenience memberships, a 3% decrease (Colloquy)
  • 92% of consumers belong to at least one retail program (Cognizant)
  • 47.6% of Millennial shoppers say they feel most valued by retailers who reward them with loyalty points (Cue Connect)
  • 61% of retailers cite customer retention as their biggest challenge (Retail Systems Research)
  • 25% of consumers prefer retailer/brand coupons (Excentus)
  • 24% of consumers prefer cash-register instant discounts (Excentus)
  • 22% of consumers prefer retailer-specific points/rewards (Excentus)
  • 16% of consumers prefer grocery rewards (Excentus)
  • 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)
  • Rewards that help consumers save on the cost of gasoline ranked #1 in 2016 as the most popular loyalty program currency, with 37% of consumers preferring fuel discounts over credit card rewards, coupons, retailer points and instant discounts at the cash register (Excentus)
  • Consumers say they prefer fuel-saving rewards because they like saving money any way they can (39%) and they like earning rewards from everyday purchases made (23%) among a variety of retailers (Excentus)
  • 62% of consumers said they'd switch to grocery rewards if a grocer offering gas rewards gave them the option of a different type of reward; 24% said they'd stay with gas rewards; 8% said they'd opt for travel rewards; 6% chose electronics, housewares or apparel (LoyaltyOne
  • 64% of consumers report being loyal to an existing grocery, but 90% agree that they are open to visiting other grocery stores based on promotions and incentives (Precima)
  • 47% of consumers say relevant offers increase their grocery store loyalty (Precima)
  • Over 50% of shoppers say they would pay a higher price for the customer experiences they value most, and 77% of shoppers would be more loyal to stores that provide their personal top three customer experiences (Synchrony Financial)
  • 73% of customers will shop at an apparel store more often as a result of helpful, attentive associates; clothes they like and a variety of merchandise; and good value and prices (Synchrony Financial)
  • 62% of shoppers will visit a department store more if there are helpful, courteous associates; value, affordability and good sales; and clothes they like in their size (Synchrony Financial)
  • 89% of millennials indicate they would be more loyal to retailers offering the benefits they want most (Synchrony Financial)
  • 64% of retailers say their loyalty/rewards program is the best way to connect with consumers (Forrester)
  • 46% of retailers say loyalty programs are the best sales drivers (Forrester)
  • Top loyalty program metrics cited by retailers: membership growth rates (45%), share of transactions by members (42%), retention rate (40%), customer long-term value (37%), number of transactions per year (36%), reward redemptions (32%), campaign response rates (27%), ROI (19%)  and customers engaged socially (16%) (Accenture)
  • Fewer retailers are focused on engagement metrics such as number of reward redemptions (32%), campaign response rates (27%) and customers engaged socially (16%) (Accenture)
  • Less than 1 in 5 retailers focus on ROI as a key metric of success for their loyalty program (Accenture)
  • Top loyalty program challenges cited by retailers: Keeping up with the underlying technology or investing enough in technology (40%), keeping up with competing loyalty programs (33%), managing the liability and financial complexity of the program (33%), and having enough people and the right kind of talent required for today’s loyalty programs (30%) (Accenture)
  • 71% of retailers say their loyalty program is differentiated from those of their competitors (Accenture)
  • 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)
  • 80% of shoppers would switch stores or brands when offered a compelling promotion (Market Track)
  • 83% of consumers belong to one or more brand/store loyalty programs, and 13% said they belonged to five or more (Dailybreak Media)
  • 84% of consumers said they're more likely to visit the website of a retailer with a loyalty program (Neilsen)
  • 61% of Millennials have ditched one of their favorite brands for another (GT Nexus)
  • 67% of U.S. Millennials admit to having switched one of their favorite brands in the last 12 months (GT Nexus)
  • 49% of consumers cite quality problems and 44% cite issues with product availability as the two biggest reasons for switching from one of their favorite brands to another (GT Nexus)
  • 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)
  • 32% of consumers would turn on a brand if it doesn’t treat or pay its workers fairly (GT Nexus)
  • 27% of consumers would switch brands if the product isn’t environmentally friendly (GT Nexus)
  • The lack of a strong social media presence (9%), the lack of a mobile app (7%) or the lack of a cool website (7%) don’t compel millennials to turn on their favorite brands (GT Nexus)
  • 6% of Millennials cited absence of social media or a poor website experience as reason for switching brands (GT Nexus)
  • 5% of Millennials cited the lack of a mobile app as reason for switching brands (GT Nexus)
  • 40% of Millennials cited product quality or the unavailability of a brand in-store or online as primary reasons for dumping a brand for a competitor (GT Nexus)
  • 47% of Millennials cited the importance of providing ethically sourced and environmentally-friendly products as reasons for switching apparel brands (GT Nexus)
  • In the consumer electronics industry, fully engaged shoppers make 44% more visits per year to their preferred retailer than do actively disengaged shoppers (Gallup)
  • 41% of consumers are loyal to the women’s apparel brands they wear (The Marketing Store)
  • 54% of consumers are loyal to their favorite grocery store (The Marketing Store)
  • 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)
  • 26% of consumers consider retailers’ loyalty programs worth joining (Cognizant)
  • 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)
  • 42% of customers prefer to receive rewards while they shop (The Logic Group)
  • 76% of shoppers consider one of loyalty programs’ most valuable attributes to be recognizing shoppers based on their status (Cognizant)
  • 70% of consumers said they would remain loyal to certain retailers because of good customer service (PriceGrabber)
  • 91% of back-to-school shoppers would shop elsewhere if a competing store offered a promotion or rewards program (Merchant Warehouse)
  • premium incentive dealcash58% of retailers agree loyalty campaigns can have a positive impact on their back-to-school shopping season; 34% plan to run a loyalty campaign during the 2014 back-to-school shopping season (Merchant Warehouse)
  • 57% of consumers were unlikely to return to a business after their personal data was breached (SafeNet)
  • 79% of consumers will leave a brand if their personal data is used without their knowledge (SAP Hybris)
  • 27% of shoppers affected by an incorrectly identified fraudulent charge said they will no longer shop with that retailer (CFI Group)
  • 40% of shoppers affected by an incorrectly identified fraudulent charge indicate they will be hesitant to order from that retailer again (CFI Group)
  • 69% of the general population said an expert session with a chef or nutritionist would motivate them to shop more with the grocer offering the session (LoyaltyOne)
  • A Facebook fan of a brand will spend 50% more over time than those who are not (Collective Bias)
  • Facebook fans bought 35% more than the typical customer (Collective Bias)
  • Facebook fans visited the store 30% more than a typical customer per year (Collective Bias)
  • 60% of customers indicated they will use rewards for gifting during the holiday shopping season (Colloquy)
  • 35% of U.S. shoppers currently participate in a convenience store or gas station loyalty program (General Mills)
  • 35% of consumers are “very satisfied” with their c-store/gas station loyalty program (General Mills)
  • 64% of consumers participate in a grocery loyalty program (General Mills)
  • 52% of consumers participate in a drugstore/pharmacy loyalty program (General Mills)
  • 80% of customers are loyal to e-commerce retailers with free and easy return policies (TrueShip)
  • 92% of consumers will shop again at an online store with easy returns (TrueShip)
  • 82% of consumers will not shop again at an online store with difficult returns (TrueShip)
  • 35% of consumers plan their holiday purchases to maxi­mize their loyalty earnings during holiday shopping (Colloquy)
  • 20% of consumers adjust their gift ideas based on which products offer significant bonuses and related rewards (Colloquy)
  • 83% of retailers say that giving loyalty programs members more reward options is important (Colloquy)
  • 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)
  • Based on overall program satisfaction, the best mid-frequency retail program was Amazon, followed by Barnes & Noble. The worst was Best Buy (Bond
  • Based on overall program satisfaction, the best high-frequency retail program was Kroger, followed by Food Lion. The worst was Target Pharmacy Rewards (Bond)
  • Based on overall program satisfaction, the best consumer packaged goods program was L’Oreal Paris, followed by General Mills. The worst was Pepsi (Bond)
  • Based on overall program satisfaction, the best entertainment program was Regal Cinemas, followed by AMC. The worst was Cinemark (Bond)
  • Top 5 loyalty programs are Amazon Prime (47%), Costco Executive Gold Start Membership (45%), Kroger Fuel (45%), Jiffy Lube Rewards (44%) and Denny’s Rewards (41%) (Bond)
  • Top 3 programs that make its customers more loyal to the brand are GameStop PowerUp Rewards (44%), Cabela’s CLUB REWARDS (43%) & L’Oreal Paris Gold Rewards (43%) (Bond)
  • Bottom 3 programs that make its customers more loyal to the brand are Kellogg’s Family Rewards (16%), American Eagle Outfitters AERewards (14%) and Pepsi Experience Points (12%) (Bond)
  • 66% of consumers said they saw “no evidence” that stores they visit regularly know them as a consumer (Periscope)
  • 27.5% of retailers report that customer loyalty increased due to deploying in-store customer WiFi (EarthLink Holdings)
  • The loyalty promotions most likely to encourage a consumer to shop at a specific store: Gift cards (52%), coupons (49%), cash-back offers (48%) special promotions (46%), reward points (46%), early access to a product or event (10%) (Colloquy)

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Restaurant Loyalty Statistics

  • 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)
  • 96% of millennials are using restaurant loyalty programs (Software Advice)
  • 59% of millennials quit restaurant loyalty programs because rewards “aren’t valuable enough” (Software Advice)
  • 30% of millennials prefer earning points based on the money they spend at the restaurant (Software Advice)
  • An integrated loyalty program is the #6 feature restaurants look for when upgrading restaurant POS systems (Toast)
  • Loyalty signup rates increase by 1,000% when the loyalty program is integrated with the customer’s credit card and the buying experience (Toast)
  • 69% of consumers say their experience paying affects their willingness to return to a restaurant (Blackhawk Network)
  • 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)
  • 52% of millennials want to use their mobile devices to take advantage of loyalty programs offered by restaurants, bars and coffee shops (Oracle)
  • Restaurant loyalty programs increase visits by 35% (Loyalogy)
  • 52% of members are very satisfied with their casual dining program experience (Bond)
  • More than 70% of retail and restaurant customers visit only once (Thanx)
  • 41% of members are very satisfied with their quick serve restaurant program experience (Bond)
  • 9% of consumers believe Restaurants would be the most appealing category to a loyalty program if compelling benefits were available through a fee-based program (Loyalty One)
  • 7% of consumers belong to fuel-saving rewards programs offered by restaurants/dining venues (Excentus)
  • 42% of members strongly agree their casual dining programs are trustworthy (Bond)
  • 41% of members strongly agree their quick serve restaurant programs are trustworthy (Bond)
  • 50% of consumers belong to a restaurant frequent diner program (Deloitte)
  • 73% of consumers would recommend a restaurant more if it offered an appealing rewards program (Loyalogy)
  • Just 25% of customers consider loyalty programs important when choosing a restaurant (Deloitte)
  • 75% of consumers would like to have one rewards program membership that was honored at multiple restaurant chains (Loyalogy)
  • Based on overall program satisfaction, the best quick serve restaurant program was Subway, followed by Chick-fil-A. The worst was Qdoba Mexican Grill (Bond)
  • Based on overall program satisfaction, the best casual dining program was TGI Fridays, followed by Pizza Hut. The worst was Outback Steakhouse (Bond)
  • One of the top loyalty program climbers over the last year was SUBWAY Rewards (+31%) (Bond)
  • Two of the top loyalty program decliners in the past year were Qdoba Rewards (-11%) and Outback Steakhouse My Outback Rewards (-19%) (Bond)
  • One of the top loyalty programs is Denny’s Rewards (41%) (Bond)
  • 16% of consumers prefer restaurant rewards (Excentus)
  • 8% of consumers have used a restaurant or coffeehouse loyalty program in the past four weeks (Packaged Facts)
  • Restaurants have 54.8 million loyalty program members, 107% increase (Colloquy)
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Mobile/Online Loyalty Statistics

  • 7% of retailers are offering mobile loyalty programs (Boston Retail Partners)
  • 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)
  • 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)
  • People who use Facebook more than five times a day are 1.25x more likely to be Brand Loyalists than people who use Facebook at least once a month. The same is true for Instagram (1.26x) (Facebook)
  • 64% of enterprise mobile marketers said that their top priority for mobile apps is to enhance the customer experience and drive customer loyalty (FollowAnalytics)
  • 51% of consumers cited the top benefit for using a mobile app when shopping as exclusive in-app promotions, coupons or discounts (TD Bank)
  • 48% of consumers cited SMS as their preferred means of receiving loyalty messages, followed by email (22%) and app notifications (20%) (3Cinteractive)
  • 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)
  • 21% of brand marketers are using SMS for loyalty program communications (3Cinteractive)
  • 28% of marketers reported using mobile wallet as their primary channel for loyalty messaging and 21% citing SMS and push notifications (3Cinteractive)
  • 94% of smartphone users that currently use a mobile wallet said they are likely to save personalized mobile wallet offers and coupons, and 82% agree that digital coupons are much more convenient than their paper counterparts (Vibes)
  • Mobile wallets are now among the top 4 ways consumers prefer to stay updated on sales, offers and coupons (Urban Airship)
  • The top 3 mobile wallet items consumers have used the most are loyalty cards, coupons and boarding passes (Urban Airship)
  • 84% of Millennials and 80% of adults with household incomes of $60k+ are more likely to use mobile payments if loyalty rewards and discounts are automatically applied (Urban Airship)
  • If adults receive expiration reminders via mobile wallet, 64% are more likely to use the coupon (Urban Airship)
  • 67% of U.S. adults and 58% of U.K. adults are likely to visit a store if they receive coupon expiration reminders when they’re close to a store (Urban Airship)
  • 69% of adults are more likely to use their loyalty card if it’s on their phone (Urban Airship)
  • 73% of adults are more likely to join a loyalty program if points and rewards are automatically updated and immediately visible on mobile wallet loyalty cards (Urban Airship)
  • 39% of American consumers would leave to a competitor's website and never return to a retailer's site after a "poor" user experience (Maxymiser)
  • 62% of Millennials feel online content drives brand loyalty (NewsCred)
  • 89% of consumers will go elsewhere if their first e-commerce purchasing experience with a brand isn't up to standard (PIP)
  • 57% of members want to engage with loyalty programs on a mobile device (Bond)
  • Millennials rely on mobile apps (33%), smartphones/tablets (27%) or wearable devices (7%) to check their rewards status (Excentus)
  • 31% of consumers (up 20% from last year) use their loyalty program’s mobile app to manage their rewards (Excentus)
  • Nearly 40% of "digital native" Millennials rely on mobile apps to track and redeem their rewards, while across all age groups, the use of plastic membership cards dropped by 4% during 2016 (Excentus)
  • 33% of members say they visited the program’s website in the past year (Bond
  • 52% of loyalty program members don’t know if an app exists for their programs (Bond)
  • 62% of women vs. 52% of men would like to engage with programs on a mobile device (Bond)
  • 42% of millennials continue to participate in a program because it has a mobile payment option, while just 15% of baby boomers said the same (Colloquy)
  • 62% of customers using the program’s mobile app are satisfied with the program, as compared to only 45% among members who have not downloaded a mobile loyalty app (Bond
  • 37% of US mobile phone users have used mobile reward program apps to collect or redeem points, and 21% were interested in trying one (451 Research)
  • 57% of consumers are interested in using their mobile device to check their points balances, redeem reward points (55%), find a location/store (54%), and browse reward options (54%) (Bond)
  • 31% of loyalty program members, but only 15% of all U.S. online adults, will use a brand’s mobile app (Forrester)
  • 83% of companies support reward redemption on website, 62% in-store, 24% via mobile apps (Cap Gemini)
  • 37% of marketers used mobile campaigns for loyalty efforts (Salesforce)
  • 30% of mobile users use their device to compare prices when shopping in a bricks-and-mortar store (Forrester)
  • 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)
  • 25% of mobile users search or redeem coupons on their smartphones (Forrester)
  • 57% of mobile users admitted that loyalty programs and points are the top feature in a mobile wallet, with 56% giving that title to discounts and deals (Forrester)
  • 94% of customers indicated that they would use mobile wallets more often if they were able to earn and redeem loyalty rewards through the platform (Points)
  • 86% of marketers ranked mobile loyalty campaigns as very effective or effective (Salesforce)
  • 72% of consumers say social media helps them stay more engaged with brands (Lithium)
  • 66% of 18-24 year-olds are more loyal to companies they follow through social media (Social Habit)
  • 91% of members are likely to download a program’s application (Maritz)
  • 73% of smartphone users are interested in interacting with their programs through their mobile device (Maritz)
  • 64% of millennials, 79.6% of Gen-X'ers, and 66.2% of baby boomers say loyalty programs drive them to interact with a brand online (Dailybreak Media)
  • 55% of millennials use their smartphone to discover brands via digital media on the app store (Annalect)
  • 47% of millennials use their smartphone to discover brands via digital media because someone else followed/liked/pinned/tweeted info on social media (Annalect)
  • 38% of millennials use their smartphone to discover brands via digital media from deal-of-the-day websites (Annalect)
  • 35% of millennials use their smartphone to discover brands via digital media from apps for coupons/deals (Annalect)
  • 32% of millennials use their smartphone to discover brands via digital media from product/service recommendations/ads based on their online activity/visiting blog and reviewing sites (Annalect)
  • 36% of millennials said they shared digital content “to receive a coupon/discount/promotion.” (Annalect

Travel Loyalty Statistics

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  • $48 billion worth of points and airline miles are unredeemed (Maritz)
  • 75% of travelers are willing to share personal information in exchange for tailored promotions, coupons, priority service or loyalty points (Zebra Technologies)
  • 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)
  • 46% of loyalty program members said they like the ability to earn points on everyday spending with their airline loyalty program (Collinson Latitude)
  • 47% of loyalty program members said they like the ability to earn points on everyday spending with their hotel loyalty program (Collinson Latitude)
  • 61% of hotels believe that guests would openly sign up to every loyalty program, but in reality only 30% rarely join loyalty programs, 46% only sign up to select relevant programs and 24% sign up to every loyalty program (Oracle Hospitality)
  • 54% of hotels believe their offers are mostly relevant while only 22% of guests believe those offers are mostly relevant and 39% feel those offers are rarely relevant (Oracle Hospitality)
  • 38% of millennials and 32% of pre-millennials (18-24) note they are more loyal to hotel brands than before (Oracle Hospitality)
  • 29% of millennials plan to sign up to every hotel loyalty program while baby boomers are more discerning with 40% noting they will only sign up to select, relevant programs (Oracle Hospitality)
  • 40% of hotel operators will only take into account activity measures of loyalty (Oracle Hospitality)
  • 48% of people are likely to feature the hotel on social media in exchange for a reward (Oracle Hospitality)
  • 46% of hotel guests are likely to link social media activity to a rewards program with automatic rewards for posts (Oracle Hospitality)
  • 90% of guests note being able to accept or reject offers so that the hotel loyalty program can learn what products and offers are of most interest as appealing (Oracle Hospitality)
  • 33% of guests will recommend to others the hotels they are most loyal to (Oracle Hospitality)
  • 38% of hotel guests would submit a product review through YouTube in exchange for an offer/reward (Oracle Hospitality)
  • 41% of guests say it is important that they can engage with new and exciting features in hotels they are loyal to (Oracle Hospitality)
  • 33% of consumers will typically stick to the hotel brands they like rather than shop around (Oracle Hospitality)
  • 55% of hotel guests would exchange personal details in exchange for a personalized offer or promotion (Oracle Hospitality)
  • 59% of guests would always shop around for different hotels to stay at (Oracle Hospitality)
  • 61% of hotel guests think a loyalty program based on experience than points-based rewards would be appealing (Oracle Hospitality)
  • 69% of hotel guests think personalized offers based on their stated preferences are appealing (Oracle Hospitality)
  • 65% of hotel guests think a more personal service from the staff is appealing (Oracle Hospitality)
  • 65% of hotel guests think personalized offers based on purchase history are appealing (Oracle Hospitality)
  • 78% of hotel guests think immediate benefits are more appealing than accumulating points (Oracle Hospitality)
  • 75% of hotel guests think a loyalty program that can be used at a range of brands is appealing (Oracle Hospitality)
  • 73% of hotel guests think frequent rewards/offers which are not dependent on earning/redeeming points are appealing (Oracle Hospitality)
  • 90% of consumers find it appealing to receive a personalized service form Hotel staff that understand their preference and point them to the relevant excursion, recommendation and offers (Oracle Hospitality)
  • 86% of hotel guests indicate they are willing to complete a questionnaire about personal preferences as part of a new loyalty program membership that offers can be tailored (Oracle Hospitality)
  • 83% of hotel guests prefer to redeem loyalty points or rewards for new alternative experiences based on Social Media profile and preferences (Oracle Hospitality)
  • 70% of hotel reward members have downloaded a hotel app (J.D. Power)
  • 75% of U.S. consumers would be open to using a site operated by a loyalty program if it allowed easy itinerary adjustments (Colloquy)
  • 83% of U.S. consumers would be open to using a site operated by a loyalty program if it were easy to use (Colloquy)
  • 69% of U.S. consumers would be open to using a site operated by a loyalty program if it allows for paying all travel expenses with loyalty points (Colloquy)
  • 59% of U.S. consumers would be open to using a site operated by a loyalty program if it had a mobile app (Colloquy)
  • 69% of U.S. consumers would be open to using a site operated by a loyalty program if it provides info about planned travel destinations (Colloquy)
  • 64% of U.S. consumers would be open to using a site operated by a loyalty program if it kept track of travel preferences (Colloquy)
  • 56% of U.S. consumers would be open to using a site operated by a loyalty program if it provided personalized travel recommendations (Colloquy)
  • 85% of consumers said they were either “very satisfied” or “somewhat satisfied” with their air travel experiences last year (Airlines for America)
  • 43% of passengers said they were “very satisfied” with their air experiences (Airlines for America)
  • 53% of U.S. consumers would be open to using a site operated by a loyalty program if it offered customization of in-flight amenities (Colloquy)
  • 76% of business travelers said they would extend their business trips for leisure if their hotels offered discounts for additional nights or the chance to have a friend or family member join at a discounted rate (Colloquy)
  • 92% of business travelers cited ease of redemption gets their attention, 84% cited convenience of schedule holding appeal and 73% cited ability to personalize in-flight services (Colloquy)
  • 81% of business travelers cited a higher level of service as having an impact on their evaluation of a loyalty program (Colloquy)
  • 19% of consumers would skip their plans if they were to encounter added charges when booking with loyalty points (Colloquy)
  • 29% of men have used an airline rewards program in the last three months vs. 20% of women (Vantiv)
  • 40% of passengers picked their airport based on the airport loyalty program (ICLP)
  • When choosing an airport, Generation X (44%) and Millennials (41%) are much more influenced by airport loyalty programs than Baby Boomers (31%) (ICLP)
  • 80% of U.S. airline loyalty program members are inactive (Skift)
  • 61% of travelers look for loyalty programs with a broad spectrum of rewards (Collinson Latitude)
  • 55% of the affluent middle class hold frequent flyer memberships, down from 65% in 2014 (Collinson Group)
  • 71% of travelers think the value of a loyalty program decreases if it offers a limited range of rewards (Collinson Latitude)
  • 77% of travel loyalty program members continued to spend with a brand and earn further points following a redemption on non-core inventory, compared to just 71% who redeemed on flights and hotels alone (Collinson Latitude)
  • 42% of travelers believe that loyalty programs offering only core inventory reward are “dated and old-fashioned” (Collinson Latitude)
  • 40% of travel loyalty program members would tell friends and family about a program following a positive redemption experience (Collinson Latitude)
  • 33% of travel loyalty program members would actively encourage family & friends to join the program following a positive redemption experience (Collinson Latitude)
  • Travel reward programs influence purchasing decisions for 74% of customers (Collinson Latitude)
  • Travelers fly or stay in hotels 2-3 times a year, like to book travel online and are more often than not swayed by reward programs when choosing where to buy travel (Collinson Latitude)
  • 41% of travelers prefer to receive products and services from a travel brand's own range and 82% want to choose which categories of rewards they receive (Collinson Latitude)
  • While 15% of travelers believe they do not hear from their travel reward programs at all, 77% said they would like more input in shaping their own reward program experience (Collinson Latitude)
  • 41% of Millennials joined a travel loyalty program because it was easy to use (Internet Marketing)
  • 48% of Millennials report loyalty programs are important when booking flights and 51% say they use them when booking hotels (Diamond Resorts)
  • 84% of US Millennials prioritize price over airlines when choosing a flight (ADARA)
  • 75% of Millennials will remain loyal to a hotel brand even if they lost all reward points (Internet Marketing)
  • 41% of Millennials joined a travel loyalty program because it was easy to use (Internet Marketing)
  • Top hotels in terms of customer satisfaction: Hilton, Marriott, Hyatt (ACSI)
  • Top hotel loyalty programs based on customer satisfaction: Hilton HHonors, Marriott Rewards, IHG Rewards Club (JD Power)
  • 83% of highly satisfied hotel loyalty program members say they “definitely will” recommend the brand (JD Power)
  • 77% of hotel loyalty program members say their program is equally as valuable as it was in 2015; 11% say their program is less valuable than the year before (JD Power)
  • Major hotels chains increased loyalty program members in 2015 by 13.1% compared with 2014 (Skift)
  • 40% of customers choose hotel loyalty programs based on convenience of locations (JD Power)
  • 79% of business travelers earned more than 100,000 frequent flyer miles over the past 12 months (ExpertFlyer)
  • 60% of business travelers said they earned the majority of points by flying (ExpertFlyer)
  • 39% of business travelers earned more miles through credit card purchases in 2015 (ExpertFlyer)
  • 17% of consumers prefer airline miles (Excentus)
  • 14% of consumers prefer hotel points (Excentus)
  • 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)
  • Of the total figure for all coalition loyalty programs (2.07 billion), 5.4 million belong to the travel sector excluding airlines (Finaccord)
  • Of the total figure for all coalition loyalty programs (2.07 billion), 343.7 million belong to the hospitality sector (Finaccord)
  • Of the total figure for all coalition loyalty programs (2.07 billion), 662 million belong to the airline sector (Finaccord)
  • 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)
  • Airlines have 355.9 million loyalty program members (Colloquy)
  • Hotels have 288.7 million loyalty program members (Colloquy)
  • Car Rental & Cruise industries have 44.9 million loyalty program members, 14% increase (Colloquy)
  • 87.9% of frequent travelers usually define a redemption goal immediately following activation (Loy Logic)
  • A survey of 10,000+ airline loyalty members indicates that reward choices surprisingly matter much more than program status (Loy Logic)
  • Flexibility of how to redeem points (31.7%) as well as the ease of the process itself (23.7%), followed by the received value of the miles (21.3%) are most significant for members (Loy Logic)
  • 81% of the members actively collect every possible extra mile/point (Loy Logic)
  • 55% of Millennials earn travel points from a credit card (Hipmunk)
  • 57% of GenX earns travel points from a credit card (Hipmunk)
  • 43% of Millennials rank free wifi as their favorite hotel perk (Hipmunk)
  • 84% of shoppers say airline loyalty programs influence them to engage with a particular brand (Cognizant)
  • 67% of hotel guests say loyalty programs are highly influential in their selection (Cognizant)
  • 64% of consumers find travel loyalty programs difficult to understand (Collinson Latitude)
  • 38% of travelers book a trip based on the best deal; only 9% book based on loyalty to an airline or hotel (Wakefield Research/Capital One)
  • 61% of consumers examine the quality of reward offerings before making travel purchase decisions (Collinson Latitude)
  • The participation rate in multiple hotel loyalty programs is about 10% higher among slightly older millennials than younger (Software Advice)
  • 46% of millennials say the number one reason for joining a hotel rewards program is because they are loyal to the hotel brand (Software Advice)
  • 70% of millennials most often spend loyalty program points on a free or discounted stay or a room upgrade (Software Advice)
  • 27% of millennials say they are “very likely” to post on social media about a hotel brand for loyalty points (Software Advice)
  • 14% of millennials enrolled in at least 1 hotel loyalty program (Software Advice
  • 8% of Millennials are enrolled in 1 hotel loyalty program, 6% are enrolled in 2 and 86% none (Software Advice)
  • 41% of millennials say they joined a hotel loyalty program because the rewards were easy to earn (Software Advice)
  • 51% of millennials most frequently redeem loyalty points on a free or discounted stay, followed by room upgrades (19%) and airline tickets (12%) (Software Advice)
  • 49% of millennials say they prefer to learn about their loyalty points via a simple notification email, 18% at check-in, 18% via online dashboard & 15% by app notification (Software Advice)
  • 58% of millennials say they would find a mobile app for a hotel’s loyalty program “very” or “moderately valuable" (Software Advice)
  • 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)
  • 66% of Corporate Travel Managers agree hotel loyalty programs play at least a “slightly important” role in their negotiations with hotels and 20% admit they play a “very important” or “extremely important” role (GBTA
  • One-third of Travel Managers say they actively inform travelers about hotel loyalty programs (GBTA)
  • 78% of Travel Managers are allowed to use individual hotel loyalty accounts when traveling for business (GBTA)
  • New Call-to-action77% of Travel Managers are interested in a corporate loyalty program that rewards companies through various discounts and perks (GBTA)
  • 72% of Travel Managers are interested in allowing travelers to belong to individual loyalty programs to accrue points more quickly if they booked through a channel agreed upon by both the Travel Manager and the hotel (GBTA)
  • 69% of loyalty club members feel that points are a reward in exchange for their loyalty (IHG)
  • 78% of consumers belong to an airline FFP, 70% belong to a hotel program (Deloitte)
  • 69% of frequent travelers belong to more than one hotel loyalty program (Deloitte)
  • 62% of business travelers signed up for a hotel’s loyalty plan vs 54% of leisure travelers (Phocuswright & Acxiom)
  • Only 10% of fliers are loyal to an airline, and half of those would switch if given $50 off another airline (fly.com)
  • 37% of consumers show a high degree of loyalty to the hotels they stay at (The Marketing Store)
  • 68% of frequent travelers indicate they consider themselves loyal to the program where they have accumulated the most points (Deloitte)
  • 66% of millennial high-frequency travelers rate "unique rewards" as an important factor when choosing a hotel loyalty program (Deloitte)
  • Frequent flyer program members trust their banks and cable companies to deliver on promises more than their airline mile programs (MileCards)
  • 65% of global travelers turn to loyalty programs to help fund vacations and 37% organize entire vacations using points alone (IHG)
  • 44% of business travelers, 72% of high-frequency business travelers are active in two or more airline loyalty programs (Deloitte)
  • 60% of business travelers signed up for an airline loyalty program vs 50% of leisure travelers (Phocuswright & Acxiom)
  • Millennials indicate they would pay $41 more per night and travel up to 15 minutes out of their way to stay with their preferred hotel brand (Deloitte)
  • 75% of millennials would remain loyal to a hotel brand even if they lost all their points and status (Deloitte)
  • Air Canada had the highest level of consumer engagement in the Airline category (Brand Keys)
  • Avis had the highest level of consumer engagement in the Car Rental category (Brand Keys)
  • Hotels that had the highest level of consumer engagement were: Wyndham Microtel (economy), Best Western (midscale), Hyatt (upscale) and Fairmont (luxury) (Brand Keys)
  • Travelocity had the highest level of consumer engagement for the Online Travel Site category (Brand Keys)
  • 92% of customers want fewer limitations in their loyalty programs like blackout dates (Cognizant)
  • 76% of consumers would rather redeem their points against a range of reward items than exchange them for cash at a lower exchange rate (CollinsonLatitude)
  • 48% of millennials consider loyalty programs to be important when booking flights (Expedia)
  • 75% of frequent travelers expect their loyalty program data to be secured to at least the same standard as a financial institution; only 33% feel their accounts are secure enough (Deloitte)
  • 38% of frequent travelers said they would be less likely to use the company responsible in the occurrence of a loyalty program data breach (Deloitte)
  • 72% of airline loyalty programs have an issue with fraud (Airline Information)
  • 86% of millennials will redeem reward points earned from business travel for leisure compared to just 72% of those 46-65 (Expedia)
  • Uses for points in the IHG program: accommodations (70%), hotel upgrades (32%) and booking an extra week on an existing vacation (24%) (IHG)
  • HHonors members accounted for 52% of Hilton of room nights in 2015 (Skift)
  • Wyndham’s active membership percentage increased nearly 25% from 2013 to 2015 (Skift)
  • InterContinental Hotels Group’s IHG Rewards Club is the world’s largest hotel loyalty program with more than 92 million members as of December 31, 2015 (Skift)

member benefits

Bank Loyalty Statistics

  • 27% of rewards credit card holders said they signed up for their card to receive cash back, followed by travel rewards (21%) and to avoid an annual fee (17%) (U.S. News)
  • Nearly 3 in 4 general purpose credit or charge card users participate in a credit or charge card rewards program (Mercator Advisory Group)
  • 45% of rewards credit card holders redeemed cash back rewards in the last year, followed by airline rewards (19%) and gift cards (16%) (U.S. News)
  • 97% of rewards card holders earned at least some rewards in the last year (U.S. News)
  • 23% of rewards card holders don’t take advantage of all cardholder benefits (U.S. News)
  • 66% of rewards card holders report spending the same amount of money knowing they get rewards, while 14% report spending more (U.S. News)
  • 46% of rewards card holders did no research before applying for a reward credit card (U.S. News)
  • 56% of rewards card holders report shopping for a new rewards card less than once every three years (U.S. News)
  • 52% of loyalty program members said they like the ability to earn points on everyday spending with their retail banking loyalty program (Collinson Latitude)
  • 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)
  • 30% of the affluent middle class use bank loyalty programs, down from 47% in 2014 (Collinson Group)
  • 73% of Americans say rewards are one of the most important factors when choosing a credit card (NerdWallet)
  • 57% of consumers participate in grocery rewards and 56% participate in credit card rewards (Vantiv
  • Consumers prefer credit card rewards (37%) over grocery store rewards (18%) (Vantiv)
  • 42% of Baby Boomers participate in credit card rewards and 22% of retirees participate in grocery rewards (Vantiv)
  • Nearly 60% of consumers belong to grocery store and credit card rewards programs and use them at least once every three months (Vantiv)
  • Millennials ages 25-34 are 2-3 times more likely to close all accounts with their primary financial institution than people in other age groups (FICO)
  • Millennials are 2 times more likely this year than last year to close all accounts and switch banks (FICO)
  • 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)
  • 45% of Millennials ages 25-34 and 36% of Millennials ages 18-24 cited high fees as a reason for switching banks (FICO)
  • A negative experience related to a missed payment was the number 2 reason for Millennials ages 25-34 to switch banks (FICO)
  • Inconvenient branch locations and too few ATMs tied as the number 3 reason Millennials (age 25-34) switch banks (FICO)
  • Younger Millennials reported switching banks due to a negative fraud-related experience (FICO)
  • 16% of Millennials (age 25-34) are considering opening an everyday banking product with an online-only bank within the next year (FICO)
  • 35% of consumers cite reward points/cash back as the credit card benefits they love most (CreditCards.com)
  • 31% of senior citizens have been using the same card most often for at least a decade and another 20% have never switched from their primary card (CreditCards.com)
  • 24% of consumers said they switched their favorite card in the past one to three years (CreditCards.com)
  • 43% of cardholders between the ages of 18 and 29 reported switching cards in the past 1-3 years (CreditCards.com)
  • 19% of consumers say they've favored the same card for at least 10 years, 15% report never changing their primary card (CreditCards.com)
  • 51% of U.S. consumers ages 18-34 say they’d be happier if their banks understood them better compared to just 27% of those ages 35+ (NGDATA)
  • Less than 30% of consumers believe that offers from their banks are customized for their individual needs (NGDATA)
  • 55% of bankers plan to increase spending on customer experience initiatives this year (CSI)
  • 32% of consumers cited easy-to-use online services as the most important factor when interacting with their bank (NGDATA)
  • 42% of consumers don’t believe that any financial service provider understands them (NGDATA)
  • 8% of Millennials cite rewards as a primary draw to use credit cards (Facebook)
  • 8% of Millennials trust financial institutions (Facebook)
  • 45% of Millennials say they would switch banks, credit cards or brokerage accounts if a better option came along (Facebook)
  • 30% of Millennials want to feel rewarded for their loyalty to a financial institution (Facebook)
  • 66% of financial executives said acquiring new customers was their top strategic objective for their loyalty program. Just 56% said customer retention was their top objective (Forrester)
  • 68% of banks are somewhat or completely satisfied with their loyalty programs (Forrester)
  • 69% of banks use call centers as part of their loyalty program communication (Forrester)
  • 63% of banks use mass media as part of their loyalty program communication, compared to just 49% of other industries (Forrester)
  • 66% of banks see purchase frequency and brand advocacy as desired outcomes of loyalty programs (Forrester)
  • 22% of banks see redeeming points for rewards as a desired outcome of a loyalty program (Forrester)
  • 81% of banks use customer retention as a key metric in evaluating the success of their loyalty program (Forrester)
  • 80% of bank executives understand they are at risk of customer attrition; just 40% are focused on improving the customer experience (ACI Worldwide)
  • Financial services has 577.9 loyalty program memberships, a 5% increase (Colloquy)
  • 3% of the banking industry rewards customers for at least one form of engagement (Cap Gemini)
  • 46% of Millennials look for new financial companies/services that better meet their needs (Experian)
  • More than 3 out of 4 Millennials will switch financial accounts if they find a better alternative (Experian)
  • Most frequently mentioned reasons Millennials switch financial institutions include: better interest rates (47%), better reward programs (43%), better identity protection (32%) and better customer service (35%), among others (Experian)
  • 63% of Millennials and 54% of Boomers cite personal experience, reviews or recommendations as being the most influential when choosing where to open a checking account (Medallia)
  • 80% of Millennials cite personal experience, reviews or recommendations as the top reason for switching banks (Medallia)
  • 13% of Millennials & 20% of Baby Boomers cited convenience as most critical in their bank selection process (Medallia)
  • 42% of consumers identify failure to protect their personal data as the biggest threat to a financial firm’s reputation (Makovsky)
  • 44% of financial firm executives have already lost 20% or more of their business over the past 12 months due to reputation and customer satisfaction issues (Makovsky)
  • 43% of consumers reported high levels of trust in their main financial institutions (Hearts & Wallets)
  • 61% of consumers still do not fully trust the financial firms they conduct business with on a regular basis (Makovsky)
  • 77% of financial firm executives are concerned about losing customers to companies who could offer alternative financial services (Makovsky)
  • 73% of consumers would likely switch to an alternative financial provider should there be a breach of their personal and financial information. 68% would also consider switching given negative news about their current financial services firms (Makovsky)
  • 81% of financial firm executives agree increased regulations will improve their reputations and trust with customers faster (Makovsky)
  • 79% of Millennials are more likely to switch financial service providers because of cyber security; 75% would change due to reputation and lower fees (Makovsky
  • 69% of U.S. Millennials were more likely to report trust in financial institutions, a trust that was still missing compared to consumers ages 35 to 54 (59%) and 55 and over (54%) (Makovsky)
  • 79% of Millennials were more likely to change to an alternative digital financial services provider because of unauthorized access and theft of personal data (Makovsky)
  • 75% of Millennials were more likely to change to an alternative digital financial services provider because of negative news relating to their financial institution (Makovsky)
  • 76% of Millennials were more likely to change to an alternative digital financial services provider because of lower costs or fees, and 68% because of advanced and mobile technology for more helpful financial services (Makovsky)
  • 49% of Millennials would be much more likely to consider banking and financial services from digital alternative providers like Google, Apple or Amazon is available, compared to consumers age 35 to 54 (37%) and age 55 and over (16%) (Makovsky)
  • 55% of consumers chose rewards as the most attractive feature of their preferred credit card (TSYS)
  • Of the total figure for all coalition loyalty programs (2.07 billion), 500.5 million belong to the banking sector (Finaccord)
  • Customers who are fully engaged bring 37% more annual revenue to their primary bank than do customers who are actively disengaged (Gallup)
  • The number of prepaid cards in the United States grew by nearly 50% from 2010 to 2014 (Colloquy)
  • 63% of consumers are influenced by rewards offered when choosing a new bank and credit card (Collinson Latitude
  • 32% of consumers prefer credit-card cashback programs (Excentus)
  • 24% of consumers prefer credit card rewards (Excentus)
  • 54% of bank customers want their financial institution to locate discounts on purchases for them (Accenture)
  • 38% of bank customers rate good online banking services as the top reason they stay with their bank (Accenture)
  • 79% of bank customers said they would make more mobile payments if their financial institution offered discounted pricing and/or coupons based on past purchasing behaviors (Accenture)
  • 78% of bank customers said they would increase their mobile usage if they received rewards points (Accenture)
  • 54% of bank customers said they would make mobile payments if their FI offered discount pricing or coupons, and 53% would increase usage in exchange for rewards points (Accenture)
  • New Call-to-action92% of Millennials report being satisfied with their online banking experience at their primary bank, yet they also change banks more often than customers in other age groups (Accenture
  • 18% of Millennials said they switched from their primary bank in the past 12 months, compared with 10% of customers aged 35-54 and only 3% of people 55 and older (Accenture)
  • Local/community banks are the biggest “winners” in attracting millennials with a 5% migration (Accenture)
  • Large regional or national banks are the biggest “losers” with a millennial loss of 16% (Accenture)
  • Credit unions experienced a 3% growth in new millennial customers (Accenture)
  • 62% of retail banking executives think they are delivering excellent customer service but only 35% of retail customers agree - a 27% gap (IBM)
  • Only 30% of customers believe they are receiving a personalized customer experience, while 45% of bankers indicate they think they are delivering on that promise (IBM)
  • 96% of bankers believe their customers trust them more than other non-bank competitors - yet only 70% of customers agree (IBM)
  • 48% of banks think they are doing a good job encouraging strong customer loyalty while only 35% of customers agree (IBM)
  • 54% of consumers would not consider a credit card that did not have a good loyalty program (Maritz)
  • 36% of payment card program users claim they would not be loyal to the brand if not for the loyalty program benefits (Bond)
  • 56% of Millennials said they would leave their current bank for an account that didn’t automatically pay overdraft items for a fee (Saylent)
  • 54% of unbanked/underbanked consumers would switch to a financial institution that offered a product with no overdraft fees (Saylent)
  • 70% of mass market consumers would enroll in eStatements to get a cash reward or a better interest rate (Saylent)
  • Mobile banking is more likely to increase a customer's likelihood of recommending the bank than any other channel interaction (Bain)
  • 43% of consumers believe their bank does not know them (Cisco)
  • 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)
  • 82% of mobile banking app users are satisfied with their bank, compared with only 71% among those who do not use a mobile banking app (FICO)
  • 76% of the mobile app users are likely to recommend their bank, compared with only 67% of the non-users (FICO)
  • Chase had the highest level of consumer engagement for the Bank category (Brand Keys)
  • One in three Millennials are open to switching banks in the next 90 days (Scratch)
  • All four of the leading Banks are among the ten least loved brands by Millennials (Scratch)
  • Only 1 in 10 consumers say financial services rewards programs offer an excellent service (Collinson Latitude
  • The average satisfaction score among those in a retail reward program was 4/5, compared to only 3/5 in the finance sector (Collinson Latitude)

Member and Subscriber Engagement & Loyalty Statistics

  • 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)
  • 49% of associations show member growth, up from 46% in 2015 (Marketing General Incorporated)
  • 31% of associations report a retention rate of less than 85%, the lowest since 2012 (McKinley Advisors)
  • 68% of associations report renewal rates of 80% or higher (Marketing General Incorporated)
  • 54% of association leaders say their association’s retention rate has stayed the same over the past 12 months (McKinley Advisors)
  • 51% of associations say their membership has increased over the past five years (Marketing General Incorporated)
  • 44% of associations report no change in renewal rates, 24% showed increase (Marketing General Incorporated)
  • 22% of associations report declines in membership over the past year (Marketing General Incorporated)
  • Associations with less than 60% member renewal rates aim to boost membership rates (66%), while associations with 80% or higher renewal rates seek to increase member engagement (57%) (Marketing General Incorporated)
  • 55% of all association members have engaged in at least one activity with the association in the past year (Marketing General Incorporated)
  • Trade association members are the most active, with 64% participating in at least one activity in the past year (Marketing General Incorporated)
  • 31% of associations worldwide have a formal plan for measuring member engagement (Advanced Solutions International)
  • 58% of associations have an initiative or plan for increasing member engagement (Marketing General Incorporated)
  • Associations with 20,000 or more members are 71% more likely to have an engagement plan (Marketing General Incorporated)
  • 66% of associations that measure member engagement have seen an increase in renewals (Advanced Solutions International)
  • 60% of associations with a renewal rate of 80% or higher have an engagement plan (Marketing General Incorporated)
  • Top reasons members don't renew memberships: lack of engagement (33%), left the industry (30%), couldn't justify costs (29%) (Marketing General Incorporated)
  • 51% of associations that measure member engagement have seen an increase in web traffic (Advanced Solutions International)
  • 83% of associations cite engaging members as a motivation for using social media (Marketing General Incorporated)
  • 74% of association members said their organizations request their data, but less than half say they receive content based on that data (Community Brands)
  • 38% of associations do not offer an online community (Marketing General Incorporated)
  • 51% of associations that measure member engagement have seen an improvement in webinar/event attendance (Advanced Solutions International)
  • 45% of associations that measure member engagement have seen an improvement in social media participation (Advanced Solutions International)
  • 44% of associations that measure member engagement have seen an improvement in annual meeting attendance (Advanced Solutions International)
  • 26% of associations that measure member engagement have seen an improvement in organization volunteerism (Advanced Solutions International)
  • 23% of associations that measure member engagement have seen an improvement in non-due/non-membership fees revenue (Advanced Solutions International)
  • 22% of associations that measure member engagement have seen an improvement in membership upgrades (Advanced Solutions International)
  • 18% of associations that measure member engagement have seen an improvement in online community participation (Advanced Solutions International)
  • 63% of programs offering a young professional program saw an increase in participation (Marketing General Incorporated)
  • 55% of members say they join associations to network with peers (Marketing General Incorporated)
  • 76% of associations with increasing renewal rates indicate increased participation in their private social networks (Marketing General Incorporated)
  • 56% of associations with a renewal rate of 80% or better used fixed renewal dates (Marketing General Incorporated)
  • Most effective channels for generating member renewals: email (77%), mail (58%), staff phone calls (37%) (Marketing General Incorporated)
  • Most effective channels for reinstating lapsed members: email (66%), phone (41%), direct mail (35%) (Marketing General Incorporated)
  • 47% of associations send 2-3 emails per week (Marketing General Incorporated)
  • 73% of association donors who volunteer are more likely to donate again (Abila)
  • 74% of association donors who attend an event are more likely to donate again (Abila)
  • 72% of association donors may stop donating because of unsatisfactory content (Abila)
  • 71% of association donors say personalized messages make them feel more engaged (Abila)
  • 22% of association leaders say improving member retention is a top 2016 priority (McKinley Advisors)
  • 25% of association leaders cite developing new methods for member engagement as a top 2016 priority (McKinley Advisors)
  • 65% of association leaders are concerned with membership retention in light of the current economic situation (McKinley Advisors)
  • 16% of associations report that their attrition rate was higher than normal after their last dues increase; 60% note that it was about the same (McKinley Advisors)
  • Top communication methods used in new member onboarding: email (80%), mailed welcome kit (50%), membership card (46%) (Marketing General Incorporated)
  • 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

  • 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)
  • 54% of B2B marketers said making customers more loyal was a leading business challenge, a 10% increase from the previous year (B2B International)
  • 52% of consumers said they trust business organizations (Edelman)
  • 28% of buyers rate their vendor relationship as “very good,” while 56% rate it “good” (LinkedIn)
  • 68% of B2B executives said customers are less loyal than they used to be (Bain)
  • 55% of B2B marketers say improving customer engagement is a top priority for content marketing programs (Ascend2)
  • 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)
  • Increasing engagement rates is the top goal for 54% of email marketers followed by increasing customer acquisition (48%) and improving email personalization (43%) (Ascend2)
  • 51% of marketing professionals said that email list segmentation is the most effective email marketing tactic for them (Ascend2)
  • 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)
  • 32% of US marketers said customer loyalty was their top strategic strategy priority (Clutch)

discount programs ebook

Topics: Discount Programs, customer loyalty

Written by: Brandon Carter

Brandon is a former writer and marketer for Access Development. He's a frequent blogger on customer and employee engagement & loyalty, consumer trends, and branding. Connect with him on LinkedIn or Twitter at @bscarter

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