Ultimate List of Customer Loyalty Statistics 2019

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These customer loyalty statistics paint a picture of the ongoing challenge companies have in generating repeat business from customers.

I’ve pulled together lots of statistics to help you understand a bit more about the state of customer loyalty.

These customer loyalty statistics are pulled from a variety of sources, and where relevant I have included source links for each of them.

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Sometimes the figures don’t match and that is a result of the way the research is conducted and other factors.

I’ll update this from time to time as new reports become available. If you come across any customer loyalty stats that you think are relevant then drop a note in the comments section.

Customer Loyalty Statistics

60% of customers will tell friends and family about a brand they’re loyal to (Yotpo).
77% of brands could disappear and no one would care (Havas).
One-third of those ages 23-38 are quick to drop a brand that doesn’t meet expectations (Brightpearl).
More than 50% of consumers say their loyalty depends on the brand or product/service (InMoment).

Note on these Customer Loyalty Statistics: Customer Loyalty depends on a number of factors not least of which is the customer buying cycle. Consumer goods will be different than a TV manufacturer.

26% of customers said they tend to feel more loyalty to brands vs. products (InMoment).
30% of Millennials say they feel loyal to brands (InMoment).
Brands trending well in customer loyalty include: Airbnb, Netflix, Waze, Lyft and Nike (Bond Brand Loyalty).
80% of shoppers said they grew to love a brand over time, 15% experienced love at first sight and 7% committed after a glowing recommendation from a trusted source (InMoment).
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).

Note on these Customer Loyalty Statistics: The customer experience is now one of the key differentiators for many brands.

64% of consumers said fair pricing motivates them to try a new brand, followed by free shipping (61%), reviews (57%), word of mouth (46%), great shopping/buying experience (37%), loyalty perks/rewards (35%), ads (15%) and influencer endorsement (4%) (Yotpo).
78% of consumers report they are retracting loyalty at a faster pace than three years ago (Accenture).
82% of U.S. adults are loyal to brands and 84% are loyal to retailers (ICSC).
40.7% of baby boomers indicated that price was more important than a loyalty program vs 22.5% of Millennials (Aruba).
92% of loyal customers rank price and value as the top driver for loyalty to specific retailers, followed by product/quality at 79% and variety/selection at 71% (ICSC).
51% of 18-21 year-olds said they would like to try out different items even when they know there’s one they like (Morning Consult).
67% of Gen X and 75% of boomers said that when they find a product they like, they buy it over and over again (Morning Consult).
Boomers said they stopped buying from a brand because the quality of products or services went down (24%), prices went up (17%) and some had customer service issues (14%) (Morning Consult).
Younger consumers were more likely to stop buying from a brand because of quality (32%), price (19%) and customer service issues (19%) (Morning Consult).
56% of U.S. internet users have some brand preferences that they will look at first, but will usually consider alternatives (Morning Consult).
29% of U.S. internet users that make $100K+ tend to be loyal to specific brands and largely buy from them repeatedly vs. 18% of those that make $50K-$100K and 18% of those that make under $50K (Morning Consult).
59% of U.S. internet users that make $100K+ have some brand preferences that they will look at first, but will usually consider alternatives vs. 64% of those that make $50K-$100K and 52% of those that make less than $50K (Morning Consult).
When making purchase decisions, 66% of consumers rely on customer ratings and reviews and technical product data (55%) (DXC Technology).

Note on these Customer Loyalty Statistics: How shoppers experience brands online and offline now matters more than ever. Confusing navigation, lack of CRM integration across touchpoints causes customers dissatisfaction.

59% of shoppers said useful and relevant search and navigation results were important for engagement (DXC Technology).
53% of consumers rated quality as the most important factor when making purchases compared to price (38%) (First Insight).
54% of men and 51% of women ranked quality as the most important factor when making a purchase (First Insight).
36% of Baby Boomers, 36% of Millennials and 41% of Gen X say price is the most important factor when making a purchase (First Insight).
19% of millennials in the U.S. describe their purchase tendencies as loyal to specific brands and largely buying from them repeatedly (Morning Consult).
48% of millennials in the U.S. usually consider alternatives despite some brand preferences when it comes to their purchase tendencies and 28% don’t pay attention to brands (Morning Consult).
68% of millennials cited reliability and durability as having the biggest influence on loyalty (Morning Consult).
54% of millennials cited high quality given the price as important contributors to brand loyalty (Morning Consult).
When asked to associate a variety of terms with the brands they are loyal to, Millennials were most likely to associate well priced given the quality (85%), reliable (81%) and high quality (80%) (Morning Consult).
62% of affluent consumers (who make more than $100,000 per year) ranked quality as the most important factor when making a purchase vs. 49% of those that made less (First Insight).

Note on these Customer Loyalty Statistics: Quality now is perceived as not only the quality of the product but the overall brand experience.

58% of U.S. consumers said it takes several really bad experiences in order to make the hard choice to leave a brand, with 34% saying it’s more a matter of growing apart as they experienced a gradual decrease in what was special (InMoment).
19% of customers said they only give a brand one chance to fail before they leave (InMoment).
Nearly 50% of customers say they’ve left a brand to which they were loyal to go to a competitor that is better at meeting their needs (InMoment).
Prices would have to be at least 10% lower to get millennials to switch from one major retailer to a competitor (Dinesh Gauri)
52% of millennials said they’d switch from one major retailer to another for discounts of 15% or more and 7% wouldn’t switch (Dinesh Gauri).
76% of consumers that have aligned with a brand are likely to change their mind (Adtaxi).
30% of US consumers change brand often just for the sake of variety and novelty (GfK).
6.5% of millennials considered themselves brand loyal, and those who prefer personalized communications have a 28% higher brand loyalty than those who do not (SmarterHO).
54% of U.S. consumers have switched providers in the past year (Accenture).
13% of customers are loyalists, who don’t shop around (McKinsey Research).
29% of customers shop around but ultimately repurchase from the same brand (McKinsey Research).

Note on these Customer Loyalty Statistics: Conversely, that also means a lot of shoppers are disloyal to brands leaving a margin for improvement.

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).
77% of consumers crave free products (HelloWorld).
75% of consumers expect discounts/offers (HelloWorld).
66% of consumers want free samples and 57% want free services (HelloWorld).
41% of consumers welcome opportunities to win something and 32% like surprises from brands (HelloWorld).
95% of loyalty program members want to engage with brands through a mix of new, emerging, and growing tech, including augmented reality, virtual reality, card-on-file and more (Bond).
85% of loyalty program members who have redeemed with their mobile phone say their experience was improved by that technology (Bond).
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).

Note on these Customer Loyalty Statistics: New technologies offer new ways to engage customers, improve the customer experience and deliver more personalised communications.

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).
Two-thirds of Gen Z consumers said their impression of a brand is positively impacted by its association with a social cause, and 58% report such an association could spur a purchase (DoSomething Strategic).
12% of Gen Z consumers have a top-of-mind association between brands they know and a social cause (DoSomething Strategic)
Aiding awareness by providing a list of social causes to survey takers brought cause association up to 24% (DoSomething Strategic)
Brands with the highest correlation to a social cause were Savage & Fenty, Dove, Fenty Beauty and Nike, while Loft, StitchFix, Coach and DSW had the lowest (DoSomething Strategic).
79% of Gen Z would engage with a brand that could help them make a difference (Saatchi New York).
39% of U.S. consumers feel loyal to brands that connect them with other providers, giving them the ability to exchange loyalty points or rewards (Accenture).

Note on these Customer Loyalty Statistics: Having a corporate social responsibility policy is no longer enough. Customers now expect brands to actively demonstrate their policy in their products, marketing and actions. Transparency and visibility is key to customer success.

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).
Brands with a high sense of purpose have experienced a brand valuation increase of 175% over the past 12 years compared to the median growth rate of 86% (Kantar).
87% of retailers say taking a stand on social issues is worth the risk and 83% believe not taking a stand can negatively affect their bottom line (RetailMeNot).
61% of consumers will recommend brands that align with their social values (RetailMeNot).
The top mobile tactic that marketers plan to implement in 2019 is providing offers and discounts exclusive for mobile users to boost sales (RetailMeNot).
63% of global consumers prefer to purchase products and services from companies that stand for a purpose that reflects their own values and beliefs, and will avoid companies that don’t (Accenture).
62% of consumers want companies to take a stand on the social, cultural, environmental and political issues they care about the most (Accenture).

Note on these Customer Loyalty Statistics: Brands and businesses in general to have a clear policy on Sustainability. Furthermore, they need to align their innovation processes and outcomes to be sustainable.

65% of consumers based purchasing decisions on the words, values and actions of company leaders (Accenture).
Consumers are drawn to brands that are committed to using good quality ingredients (76%), treat employees well (65%) and are focused on reducing plastics and improving the environment (62%) (Accenture).
A company’s ethical values and authenticity influences purchase consideration for 62% of consumers, and 74% want more transparency in how companies highlight issues like sourcing products, ensuring safe working conditions and enforcing policies on animal testing (Accenture).
36% of consumers are disappointed by how a company acted, which betrayed their belief in what the company stands for (Accenture).
47% of consumers stopped doing business with a company in response to a moment of brand disappointment (Accenture).
Brands seen as meaningful and viewed as making the world a better place have seen their wallet share multiply by 9, and see a 24-point greater purchase intent (Havas).
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).
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).
Consumers with an emotional connection to a brand have a 306% higher lifetime value, stay with a brand for an average of 5.1 years vs. 3.4 years, and will recommend brands at a much higher rate (71% vs. 45%) (Motista).
The best ways to engage consumers are:
- Surprise offers or gifts for being a customer (61%).
- More convenient shopping process (50%).
- Solving a problem or question (45%).
- Recommending products based on needs (27%).
- Keeping customers up-to-date on the latest news and products (23%).
- Welcoming customers when they visit (20%).
- Engaging customers on social media (9%) (HelloWorld).
82% of consumers with high emotional engagement would always buy the brand they are loyal to when making purchase decisions vs 38% of consumers with low emotional engagement (Capgemini)
A strong emotional engagement with the consumer could help boost annual revenues by 5% (CapGemini).

Note on these Customer Loyalty Statistics: Brands need to engage customers with stories, weave stories through the omnichannel experience and ensure consistency in campaigns.

81% of emotionally connected consumers will not only promote the brand among their family and friends, but they will also spend more (Capgemini).
70% of consumers with a high emotional engagement spend up to twice as much (Capgemini)
86% of emotionally engaged consumers want brands to be engaged and reciprocate their loyalty in two-way interactions (Capgemini)
81% of emotionally engaged consumers enjoy giving back to a brand (Capgemini).
63% of Gen Z and Millennials agree they have many choices of where to shop, so a brand must show them loyalty to earn their business (Alliance Data).
76% of Gen Z and Millennials only give brands two to three chances before they stop shopping them (Alliance Data).
55% of older millennials said they rarely purchase something different if they like a brand, and 53% of younger millennials and 51% of Gen Z said the same thing (Alliance Data).
57% of Centennials say quality drives their loyalty to a brand more than any other factor, even more than price (55%), nearly 10% higher than any other generation (Yes Lifecycle Marketing).
69% of millennials (ages 18-34) indicate they always or often choose the same brand when making a major purchase vs 58% of Gen-Xers (ages 35-54) and 56% of Boomers (ages 55+) (TD Bank).
Millennials are more likely than any other generation to say their loyalty to a brand has influenced their most recent purchase (70%) (Yes Lifecycle Marketing).
Millennials are more likely than other generations to remain loyal to a brand because of their 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).
77% of consumers and 60% of millennials say they’ve held relationships with specific brands for 10+ years (InMoment).
61% of loyal customers go out of their way to buy from specific brands and 60% will make more frequent purchases (70% for millennials) and 50% will purchase more products (InMoment).
75% of loyal customers will recommend a brand to friends and family (InMoment).
Consumer expectations for trust increased across all product and service categories and brands by an average of 250% year-over-year (Brand Keys).
42% of consumers distrust brands (Trinity Mirror).
37% of consumers trust brands less than they used to, compared to only 7% who trust brands more than they used to (Trinity Mirror)
58% of adults don’t trust a brand until they have seen real world proof (Trinity Mirror).
91% of consumers would reward a brand for its authenticity, and 62% said they would either purchase a product from a brand they deem to be authentic or express greater interest in buying from that brand in the future (Cohn & Wolfe).
90% of customers who feel high levels of trust and loyalty are significantly more likely to share ratings in the 90% range for both and detailed commentary exceeding 70% about their experiences (InMoment).
30% of customers who feel high levels of trust and loyalty are willing to hand over personal data and 41% are up for sharing their purchase data with trusted brands (InMoment).
71% of U.S. consumers worry about how brands collect and use their personal data, and 34% don’t trust tech companies with their digital privacy (ExpressVPN).
93% of businesses with advanced personalization strategies increased their revenue last year (Monetate).
77% of businesses that exceeded their revenue goals in 2018 have a documented personalization strategy, while 74% have a dedicated budget for it (Monetate).
86% of companies that achieved a higher return on investment themselves said that personalization activities accounted for 21% or more of their marketing budgets (Monetate).
Companies reporting the highest ROI from personalization programs were shown to be twice as likely to name customer lifetime value as a primary business objective than those who achieved lower ROI (Monetate).
70% of businesses said they were improving client experience because customers expect more personalization, while 60% simply want to improve customer loyalty (Winterberry Group).
41% of U.S. consumers said they ditched a company because of poor personalization and lack of trust (Accenture).
63% of consumers expect personalization as a standard of service and believe they are recognized as an individual when sent special offers (RedPoint Global).
34% of consumers said it was frustrating when they were sent an offer for a recently purchased item, offers that aren’t relevant (33%), or when a brand fails to recognize them as an existing customer (31%) (RedPoint Global).
54% of customers are willing to share personal information with companies if it will be used to create a personalized experience (RedPoint Global).
25% of Millennials are fully engaged customers (Gallup).
44% of millennial parents claim to only shop brands and retailers that reflect their social or political values, making them twice as likely as other parents (23%) and three times as likely as millennial non-parents (15%) to do so (NRF).
61% of millennial parents will shop somewhere else if they become dissatisfied compared to 44% of millennial non-parents (NRF).
54% of millennial parents identify as very loyal to the brands and retailers they shop compared to 40% of other parents and 31% of millennial non-parents (NRF).
64% of millennial parents are more likely than other parents (54%) and millennial non-parents (49%) to typically shop first at a brand or retailer they are loyal to before looking elsewhere (NRF).
52% of millennial parents are more likely than other parents (53%) and young non-parents (22%) to purchase from a brand or retailer they are loyal to even if there is a more convenient option at their disposal (NRF).
49% of millennial parents will choose to buy from a brand or retailer they’re loyal to even if there’s a cheaper option available, a rate that compares favourably to other parents (30%) and millennial non-parents (19%) (NRF).

Note on these Customer Loyalty Statistics: The technology exists for retailers to provide more immersive experiences in store but most retailers are lacking behind customers expectations. Meanwhile online is accelerating and broadening the technology gap between offline and online experience.

46% of millennial parents are loyal to at least 5 brands and 32% of millennial non-parents claim that many brand loyalties (NRF).
Twice as many Millennials as Baby Boomers indicated they’d search for and even purchase a brand’s products online 70% of the time or more after learning there was no physical location near them (Euclid).
21% of Baby Boomers and 29% of Gen X indicated they’d search for and even purchase a brand’s products online after learning there was no physical location near them (Euclid).
Nearly 20% of shoppers would switch allegiance to a similar retailer with a physical location in their vicinity and another 40% would choose to shop at the retailer’s e-Commerce site or travel to the next-nearest location instead (Euclid).
41% of millennial shoppers would search for or purchase a retailer’s products online 70% of the time or more (Euclid).
50% of U.S. consumers said they switched companies they buy from this year because of poor customer experience (Accenture).
47% of consumers will abandon a brand if it repeatedly provides “poor, impersonal or frustrating” customer experiences (CMO Council).
52% of consumers said exceptional customer experiences include a fast response time to problems/suggestions (CMO Council).
32% of contact center employees believe that customer problems will only become increasingly difficult over the next two years, and 45% worry customers will expect even more from companies (Calabrio).
47% of consumers said a great customer experience includes instant access to knowledgeable sales staff 24/7 (CMO Council).
74% of consumers think knowledgeable in-store staff is important to their brand experience (Oracle).
Eight out of Ten consumers are willing to pay more for better customer experience (Capgemini).
47% of millennial women know their favorite brand’s origin story, 41% know who founded the brand and 40% follow the founder or someone affiliated with their top brands on social media (Merkle and Levo).
76% of savvy millennial and gen x shoppers say an offer or discount is the largest factor in their purchase decisions (RetailMeNot).
49% of consumers say their purchasing decisions are influenced by friends’ social media posts followed by a brand or retailer they follow on social media (30%) (Adtaxi).
59% of consumers have at least considered purchasing a product after seeing a post about it from a social media influencer (Adtaxi).
26% of consumers say their purchasing decisions are impacted by social media influencers, and 24% put the same level of trust in friends and influencers when it comes to product opinions (Adtaxi).
81% of Americans say finding a great deal or offer is on their mind throughout the entire shopping journey (RetailMeNot).
77% of shoppers say discounts can influence where they shop, and 48% say they can speed up the decision-making process (RetailMeNot).
Two-thirds of shoppers will either not shop without a discount or will look for discounts before they begin shopping (RetailMeNot).
65% of consumers said a great offer is more important to them than customer service and 48% would avoid brands that don’t offer discounts (RetailMeNot).
80% of consumers feel encouraged to make a first-time purchase with a brand that is new to them if they found an offer or discount (RetailMeNot).
94% of consumers said they search for special offers when shopping online and 48% said they search for deals before they start shopping and often decide what to buy based on the offers they find (RetailMeNot).
67% of consumers have made a purchase they weren’t originally planning on because they found a coupon or discount (RetailMeNot).
65% of consumers would spend more than originally planned to secure a discount (RetailMeNot).
78% of consumers said saving money greatly impacts how positively they feel about a brand and 21% of consumers have recommended the brand to friends and family or went back online to write a positive review (16%)(RetailMeNot).
93% of consumers agreed they’d choose to shop with an online retailer again if offered good discounts (RetailMeNot).
53% of consumers always look for sales or promos before buying online, nearly 70% said they couldn’t complete a purchase without first searching for a deal and 88% will try a new retailer or brand because they’ve found an offer (RetailMeNot).
57% of millennial women say that their purchase decisions are driven by a brand’s values and stance on issues that are important to them (Merkle and Levo).
Comments, customer ratings and reviews influence purchase decision for 84% of millennial women, and 62% report trying a brand based on recommendations from an influencer (Merkle and Levo).
81% of millennial women think brands are designing products with their needs in mind, and 70% think brands listen and respond to their needs (Merkle and Levo).
The top 60% of millennial women spenders are 19% more likely to spend during a specific time frame and will spend 25% more than other segments of the U.S. population with the same spend rankings (Merkle and Levo).
56% of consumers value personalized offers in the retail shopping experience (Oracle).
16% of European consumers and 22% of global consumers agreed that the offers they receive from retailers are always personalized or always relevant (Oracle).
47% of global consumers indicated it would be awesome to receive real-time offers based on what they’ve been browsing online (Oracle).
75% of consumers believe that personalized offers from retailers are different than relevant offers (Oracle).
67% of savvy millennial and gen x shoppers reported they would give retailers and brands more information about themselves to gain access to a more personalized shopping experience, and 53% admitted it would help that seller earn their loyalty (RetailMeNot).
67% of savvy millennial and gen x shoppers say they enjoy personalized email reminders from brands and retailers that highlight previously viewed products, and may also contain personalized offers (RetailMeNot).
There was $756 billion this past year in lost retail and brand sales in the U.S. alone, and globally, $2.5 trillion (Accenture).
It takes 12 positive customer experiences to negate the poor impression left behind from one unresolved, bad experience (BI Intelligence).
Once a provider loses a customer, 68% of consumers will not go back (Accenture).
80% of switchers feel the company could have done something to retain them (Accenture).
83% of consumers who switched providers say if companies could provide better live or in-person support, it would have impacted their decision to switch providers (Accenture).
Experiences that are most likely to motivate in-store buyers worldwide to return to the store are: buying the item on promotion as advertised (48%) and receiving promotions relevant to me, based on my shopping behavior and history (26%) (Planet Retail RNG).
57% of consumers listed “having a negative review unaddressed while continuing to receive offers for similar products” as the top reason they would break up with a brand (Talend).
53% of consumers listed a company falling victim to a data breach as a reason for breaking up with a brand (Talend).
83% of consumers will stop spending with a business for several months in the immediate aftermath of a security breach or a hack, and 21% will never return to a brand or business post- breach (PCI Pal).
42% of consumers listed not providing live/real-time customer service support as a reason for breaking up with a brand (Talend).
74% of consumers said they are more loyal to a business that provides them with the option to speak to a human, than those that only support customer service through digital or self-service channels (Calabrio).
43% of consumers would think about taking their business to a competitor if they were not given the option to speak with a human (Calabrio).
56% of high-income consumers feel less loyal to brands now than they previously did (YouGov).
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)
Brands spend up to 11 times more on recruiting new customers than retaining existing ones (Brand Keys).
A loyalty increase of 7% can boost lifetime profits per customer by as much as 85%, and a loyalty increase of 3% can correlate to a 10% cost reduction (Brand Keys).
Acquiring a new customer is at anywhere from 5 to 25 times more expensive than retaining existing ones, and increasing customer retention rates by just 5% increases profits by 25-95% (Narvar).

Note on these Customer Loyalty Statistics: The use of Customer Relationships Strategies and Big Data Analytics are critical to personalising the customer experience. In turn, this increases customer retention.

65% of consumers said the quality of customer service is a factor when deciding where to make their purchases (ICSC)
67% of consumers said good customer service encourages them to stay longer and/or spend more money (ICSC)
57% of people would pay more for an item or service if they know they will receive good customer service (ICSC)
73% of consumers said receiving good customer service from a retailer increases the likelihood they will spend more money than they had planned (ICSC).
Nearly 60% of consumers are more satisfied with customer service in-store than online (ICSC).
62% of consumers ranked friendly and/or knowledgeable employees as the most important aspect of in-store customer service, followed by the ability to easily find items (59%) and speed and ease of checkout (59%) (ICSC).
55% of consumers believe the most important aspect of online customer service is speed of delivery services offered, followed by the ability to easily find items (49%) and flexibility of return/exchange policy (45%) (ICSC).
47% of customers would take their business to a competitor within a day of experiencing poor customer service (24/7).
79% of customers would take their business to a competitor within a week of experiencing poor customer service (24/7).
50% of millennials said that positive customer service interactions with a brand are very important in contributing to their brand loyalty (Morning Consult).
74% of millennials said that poor customer service would make them less likely to purchase products from a brand they’re loyal to (Morning Consult).
37% of consumers who ended a business relationship did so because they were frustrated with the IVR (24/7).
A third of consumers are disappointed with a brand because of perceived lack of attention, 16% are frustrated and 12% are distrustful (Episerver).
24% of employers that have increased educational requirements for their workforce have seen a positive effect on customer loyalty (CareerBuilder).
Experiences that would make customers take their business elsewhere include unfriendly service (60%) and employees’ lack of knowledge (46%) (PwC).
50% of consumers said they were willing to give a retailer a second and third chance, with 50% abandoning brand loyalty only after the same mistake was made more than twice (SAP Hybris)
55% of millennials say that some type of reward card would keep them most engaged, compared to 47% of baby boomers (Hawk Incentives).
82% of millennials would be interested in redeeming loyalty points for a gift card or prepaid reward card (Hawk Incentives)
65% of millennials say they prefer digital rewards versus 45% of boomers (Hawk Incentives).
81% of Americans say businesses are meeting or exceeding their customer service expectations (American Express).
40% of Americans say they feel businesses are increasing their focus and attention on service (American Express).
Consumers spend up to 17% more with companies with excellent service (American Express).
Millennials were willing to spend up to 21% more with companies for great service (American Express).
84% of Millennials say businesses are meeting or exceeding expectations (American Express).
74% of Millennials would switch to a different retailer if they had poor customer service (ICSC).
86% of Gen Xers and 85% of Baby Boomers would switch retailers immediately if customer service is poor (ICSC).
58% of Millennials say they will buy the same brand of products no matter what (ICSC).
80% of executives feel their brand understands the needs and desires of their consumers, only 15% of consumers agree (Capgemini).
36% of millennials and 29% of gen Z often use coupons (Numerator)
Discounts and coupons came in as the top-ranking tactic for driving loyalty with 61% of consumers saying they use them (Expedia Affiliate Network).
55% of consumers said they use both digital and paper coupons (Inmar).
53% of consumers expressed a desire for all coupons to be digital (Inmar).
63% of consumers would increase the amount of coupons used while shopping if the offers were available online (Inmar)
53.2% of adults will use digital coupons this year, an increase of 3.3% over 2017 (Inmar).
82% of consumers who rely on digital coupons while shopping redeem the offer within a week and 30% apply it less than 24 hours after receiving it (Inmar).
43% of shoppers miss out on savings because they forget to redeem digital coupons at checkout (Inmar).
52% of consumers state that a key influence on loyalty is knowing that retailers are acting sustainable, especially for grocery (56%) and fashion (52%) (Oracle).
56% of Gen Z considers themselves to be socially conscious and more than 50% report knowing a brand is socially conscious influences their purchasing decisions (MNI Targeted Media).
68% of Americans say exclusive offers are more important than traditional coupons that are available to everyone (Kelton).
94% of Americans would take advantage of an exclusive offer provided by a brand that the brand would not typically offer the general public (Kelton).
47% of consumers say receiving an exclusive offer would make them feel excited, rewarded (54%), special (36%), honored (34%), recognized (33%), proud (27%), chosen (24%), smart (21%), deserving (18%), justified (11%) and superior (10%) (Kelton).
More women than men would feel excited (51% vs. 42%) or special (40% vs. 31%) if they were to receive an exclusive offer (Kelton).
58% of consumers who would use an exclusive offer say it would increase their likelihood to purchase while 48% say the offer would speed up a purchasing decision and 40% said it would increase how much they originally planned to spend (Kelton).
Fewer millennials (24%) than Gen Xers (31%) or Boomers (33%) would save an exclusive offer for a special occasion (Kelton).
How consumers would use an exclusive offer provided to them by a brand: make a purchase sooner than normal (48%), more likely to seek out something to buy in order to use the offer (41%), treat themselves to something they want but don’t need (38%), more likely to purchase more items than normal (37%), save the offer to make a purchase for a special date (30%), purchase a more expensive product than intended (28%) and spend more than normal (25%) (Kelton).
82% of Americans say being provided an exclusive offer would increase how often they shopped with a brand (Kelton)
91% of Americans would share an exclusive offer with their friends and family (Kelton).
Offers consumers are most interested in using are: one-time 25% off your purchase (33%), 10% off every purchase (23%), free shipping (20%), free gift ($5 value) for coming into their store (10%), early access to sales (5%), upgraded loyalty status (4%) and personal shopper ($%) (Kelton).
More Boomers (44%) and Gen Xers (34%) than millennials (18%) say their top choice for an exclusive offer would be 25% off a one-time purchase (Kelton).
More Millennials than Gen Xers (24% vs. 17%) would choose free shipping as their top choice for an exclusive offer (Kelton)
40% of consumers would prefer to opt-in to a promotion or exclusive offer than have brands use information they willingly provide on social media (13%) or their activity on a brand’s website (17%) to determine whether they should receive the offer (Kelton).
More women than men (44% vs. 35%) would most prefer to be identified for an exclusive offer by opting-in through an online form on a brand’s website (Kelton).
92% of Americans would be concerned with some part of the process around being verified for an exclusive offer (Kelton)
83% of Americans have concerns with the types of data that would be collected for eligibility to an offer (Kelton).
87% of consumers would request brands remove their personal information if given the option (Oracle).
Concerns Americans have about being verified for an exclusive offer: Sharing personal information (62%), the people who might gain access to personal information (59%), brands using/sharing personal information without consent (56%), security measures taken by those verifying personal information to make sure it remains safe (51%), someone else falsely using personal information for the exclusive offer (41%) (Kelton).
How willing Americans would be to share the following pieces of personal information to secure an exclusive offer: email address (37%), full name (36%), date of birth (27%), physical address (24%), phone number (20%), credit card info (8%) and social security number (7%) (Kelton).
Fewer boomers than millennials are extremely willing to share their social security information (1% vs. 14%), credit card information (3% vs. 14%), or mobile phone number (12% vs. 27%) to be verified for an exclusive offer (Kelton).
63% of Americans say knowing a brand wouldn’t share the personal information needed to redeem an exclusive offer is extremely important to them (Kelton).
57% of Americans would rather be verified for an exclusive offer by an independent third-party than a brand’s customer service representative (Kelton).
Tactics consumers use to wrongfully redeem an exclusive offer: used a code/link to an exclusive offer that a friend forwarded (49%), used someone else’s information that would apply (25%), used someone else’s date of birth (23%), used someone else’s name (21%), said they belonged to an organization they didn’t (20%), gave a false college/university name (18%) and said they were employed somewhere they were not (17%) (Kelton).
35% of consumers who have redeemed an exclusive offer admit they’ve done so when they knew they really didn’t qualify (Kelton).
Millennials are twice as likely as Gen X (48% vs. 23%) to have wrongfully redeemed an exclusive offer not meant for them, and nearly seven times as likely as boomers (7%) (Kelton).
19% of Americans say knowing a brand allowed customers to wrongfully use exclusive offers would negatively impact how they interacted with the brand (Kelton)
More men than women (30% vs. 13%) who say wrongful redemption would negatively impact their interactions with a brand would make disparaging online posts about the brand (Kelton)
If consumers learned a brand was allowing customers to redeem exclusive offers who didn’t qualify they would lose trust in the brand (80%), shop with the brand less often (53%), recommend friends or family not use that brand (33%), make organizations/groups associated with the exclusive offer aware of what is happening (29%), reach out to their customer service team to try and stop it (26%), leave negative online reviews about the brand (18%), and make negative posts on social media about the brand (10%) (Kelton).
51% of Americans who should be eligible for an exclusive offer would prefer receiving one over a loyalty program accessible to anyone (Kelton).
More consumers who should be able to redeem an exclusive offer than those who shouldn’t (89% vs. 80%) say an exclusive offer would make them likely to shop with a brand (Kelton).
Consumers who are eligible for exclusive offers are just as likely to shop with a brand because of the offer as they would be for a brand’s great customer service (89% vs. 92%) (Kelton).
More exclusive offer-eligible Americans than those who aren’t eligible (87% vs. 77%) say they’d shop with a brand more often if they were to be given the exclusive deal (Kelton).
More consumers who are eligible for an exclusive offer than non-eligible (36% vs. 29%) say they’d feel recognized if they received the exclusive offer (Kelton).
83% of offer-eligible Americans who say wrongful redemption would have a negative impact would lose trust in a brand, while many would shop elsewhere (53%) or persuade their friends and family to do so (37%) (Kelton).

Loyalty Program/ Loyalty Marketing Statistics

57% of 25-34 year olds, 43% of those ages 18-24, 66% of 35-44 year olds, 71% of 55-64 year olds and 65% of 65 years and older participated in at least one loyalty program (YouGov).
68% of females and 59% of males participated in at least one loyalty program (YouGov).
71% of Americans would be less likely to join a rewards program that collects personal information and 27% said they would be much less likely to join (Harris Poll).
76% of consumers would be more likely to join a program that required just their name and phone number (Harris Poll).
58% of Americans are less likely to join a customer loyalty program that requires an app download to access benefits, with 26% saying they would be much less likely to join (Harris Poll)
79% of consumers would be more likely to join a loyalty program that does not require a card (Harris Poll)
53% of Americans participate in a loyalty program because of ease of use (Colloquy).
The main reasons people participate in loyalty programs include: receive discounts/offers (43%), earn free products (27%), access to exclusive rewards (10%), and members-only benefits (9%) (HelloWorld).
5% of consumers sign up for loyalty programs to stay connected to a brand they love (HelloWorld).
Loyalty members don’t like: when it takes too long to earn a reward (54%), when it’s too difficult to earn a reward (39%), receiving too many communications (36%), rewards that aren’t valuable (32%), and worrying about the security of personal information (29%) (HelloWorld).
52.3% of customers will join a loyalty or VIP program (Yotpo).
Over 70% of Millennials and Pre-millennials were members of loyalty programs vs. less than 20% among Baby Boomers (Oracle).
Millennials are members in an average of 6.5 loyalty programs, higher than the overall average of 6.2 programs (Hawk Incentives).
Millennials report being active in 4.2 loyalty programs, also more than the 3.9 programs in which all consumers said they were active (Hawk Incentives).
36% of Gen Z above age 18 and 22% of Millennials participate in one or zero loyalty programs (Kobie Marketing).
82% of Gen X is active in at least one loyalty program (CrowdTwist)
77% of Gen X loyalty program members redeem rewards at least once a quarter (CrowdTwist).
35% of those born in 1945 or earlier said they don’t participate in any loyalty program (CrowdTwist).
75% of consumers actively earn and redeem rewards in just three or fewer programs (Kobie)
28% of millennials consider convenience when deciding whether to join a loyalty program and 78% look for discounts (Kobie)
48% of Gen X prefers loyalty programs that send fewer emails (Kobie)
72% of Baby Boomers rated swipe card-based loyalty programs among their top preferences (Kobie)
86% of shoppers said they’ve joined a loyalty program to collect points for rewards (Kobie).
75% of consumers would engage more with loyalty programs that make rewards information mobile-friendly (CodeBroker).

Note on Customer Loyalty Statistics: Loyalty programs now to work seamlessly with mobile devices so that reward and redemption can take place in-store or online easily.

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).
52% of Gen Z and younger Millennials are willing to pay a fee to receive enhanced benefits from loyalty programs (compared with 43% of consumers in general) (Bond Brand Loyalty).
39% of Millennials don’t join a loyalty program because they would have to pay some kind of fee (Kobie Marketing).
34% of Millennials don’t join a loyalty program because the enrollment process is too long (Kobie Marketing).
11% of millennials actively engage with all the loyalty programs to which they are members (CodeBroker).
U.S. consumers hold 3.8 billion memberships in customer loyalty programs (Colloquy).
79% of consumers look for deals in loyalty and reward programs before making a purchase (Hawk Incentives).
26% of consumers look for deals in loyalty and reward programs while shopping (Hawk Incentives).
74% of consumers choose a store based on a strong loyalty or discount program (IRI).
72% of Gen Z and Gen X, 68% of Millennials, 56% of Baby Boomers and 42% of those born in 1945 or earlier said they could be persuaded to choose one brand over another due to the presence of a loyalty program (CrowdTwist).
79% of both Millennials and Gen Xers want a strong loyalty or discount program, while just 74% of Baby Boomers and 66% of seniors feel the same (IRI).
39% of U.S. consumers participate in a loyalty program because they give great discounts (Colloquy).
37% of U.S. consumers participate in a loyalty program because they are easy to understand (Colloquy).
54% of loyalty memberships are inactive (Capgemini).
28% of consumers are abandoning loyalty programs without redeeming any points (Capgemini).
70% of consumers abandon loyalty rewards because it takes more than six months to accumulate enough points to redeem rewards (Maritz).
18% of U.S. internet users said they don’t know how many loyalty points they have for their favourite brand, and another 52% said they weren’t sure (3Cinteractive).
Roughly 40% of consumers would visit or purchase from a store more often if they did a better job of communicating how many points they have, and 53% said they would consider doing so (3Cinteractive).
57% of U.S. consumers will abandon a loyalty program if it took too long to earn points or miles (Colloquy).
56% of brands automatically enroll customers into their loyalty program at account signup (L2).
39% of brands require additional information to enroll in their loyalty program (L2).
86% of brand loyalty programs lack any rewards for completing a profile (L2).
35% of brands reward loyalty members for non-transactional engagement (L2).
51% of Americans still trust loyalty programs with their personal information (Colloquy).
64% of brands reported an increase in loyalty program membership over the last year (3Cinteractive).
70% of shoppers said they belonged to between one and five non-grocery loyalty programs (CodeBroker).
16% of shoppers don’t belong to a loyalty program of any kind (CodeBroker).
24% of shoppers use the rewards they earn (CodeBroker)
38% of shoppers say they never knew if they had rewards available (CodeBroker).
Only 21% of loyalty program members are prompted to use the program (Bond).
Only 20% of loyalty program members get help to make the most out of their membership (Bond).
71% of consumers decide to join a loyalty program because of money off of every purchase and 63% for free products; these are the top two most attractive rewards to consumers (Oracle Hospitality).
The retail sector accounts for 1.6 billion reward program memberships, making it the largest (Colloquy).
Grocery program memberships dropped 24% to 142 million vs 188 million in 2015 (Colloquy).
Memberships in the financial sector rose to 664 million vs 578 million in 2015 (Colloquy).
The travel and hospitality sector, covering airline and hotel programs, restaurant, car rental, cruise line and gaming programs, accounts for 1.1 billion memberships (Colloquy)
The other/emerging loyalty sector, covering online-only offerings, entertainment, daily deals, point aggregators and card-linked offers, accounts for 12% of the U.S. loyalty market with 462 million memberships (Colloquy).
54% of U.S. loyalty program members said it’s frustrating when programs can’t be easily accessed on smartphones or when an app download is required (CodeBroker).
More than 50% of loyalty program members agreed that without easily accessible programs, rewards often go unused or expire because members aren’t aware they’ve accrued (CodeBroker).
37% of loyalty program members prefer accessing loyalty program information via a periodic text message, 28% said a mobile app, 19% prefer desktop/laptop via website, 14% smartphone via digital wallet and 3% prefer Facebook messenger (CodeBroker)
27% of Gen Z and younger Millennials save their card in their smartphone’s digital wallet and show it to receive benefits or make purchases (Bond Brand Loyalty)
15% of loyalty program members favor loyalty program alerts, such as expiring rewards, through an app, 42% prefer email, and 32% text message notifications (CodeBroker).
78% of consumers prefer to access rewards and incentives online and want them immediately, compared with 22% who want their rewards and incentives by mail (Virtual Incentives).
65% of consumers view incentives and rewards as bonus money and don’t consider them part of regular income, even though 62% spend rewards on everyday purchases (Virtual Incentives).
75% of consumers say they favour companies that offer rewards (Virtual Incentives).
Consumers are most interested in exchanging their data for automatic credits for coupons and loyalty points (64%) and access to exclusive deals (60%), followed by the ability to gain points and rewards (56%) and special offers for items that interest them (53%) (Accenture).
61% of consumers say they want loyalty program points and rewards in return for personal data, and 61% expect discounts and other special offers (Retail Dive).
65% of men who are willing to share their data say they want to get loyalty program points and rewards, followed by 60% who want discounts and special offers (Retail Dive).
90% of consumers are okay with brands knowing more about them if it helps deliver a more rewarding and satisfying shopping experience (Episerver).
91% of consumers said they would be more likely to shop with brands who recognize and provide relevant offers and recommendations, and 83% are willing to share their data to make this work (Accenture)
66% of women who are willing to share their data want discounts while 59% say they want loyalty program rewards (Retail Dive)
63% of Gen Z participates in at least one loyalty program, whereas 71% of Millennials do (CrowdTwist)
66.3% of Millennials indicate they are more likely to shop from stores where they are part of the loyalty program vs. only 33.3% of baby boomers (Aruba)
63.1% of Millennials and 61.3% of Gen X view loyalty programs as important to them (AlixPartners)
73% of Millennials and 48% of Gen Z said they are influenced to purchase based on loyalty programs (Lab42)
64% of Gen Z and Millennials could be persuaded to shop with a brand if they have a loyalty program (CrowdTwist)
53% of loyalty program members say game mechanics would make the program more enjoyable, and when gamification is present, 81% of members take advantage of it (Bond Brand Loyalty)
56% of loyalty programs employ game mechanics (Bond Brand Loyalty)
When loyalty programs use gamification, programs see an almost two-fold (1.7x) lift in enjoyment (Bond Brand Loyalty)
40% of Gen Z reported playing games as the preferred way of earning loyalty points (CrowdTwist)
Gen Z is almost 50% more likely than Millennials to write a product review in exchange for points (CrowdTwist)
Gen Z consumers rank beauty and media & entertainment in the top five categories for loyalty programs (CrowdTwist)
65% of Gen Zers want to get a lot for their money with discounts, coupons and a rewards program (National Retail Federation)
About two-thirds of Gen Zers are reluctant to join loyalty programs for a variety of reasons, with 40% of this segment saying the programs require too many purchases to earn rewards or to redeem points (Kobie)
33% of Gen Zers don’t want to pay a fee to join a program, 28% say the enrollment process takes too long and 25% don’t see any benefit from joining (Kobie)
28% of Gen Z is reluctant to join loyalty programs because they don’t want to give up too much personal information (Kobie)
43% of shoppers say physical cards are the biggest obstacle to claiming rewards, and 17% cite that looking up a missing card is most annoying (CodeBroker)
28% of shoppers say they forget to bring paper rewards certificates to redeem (CodeBroker)
15% of shoppers say linking a card online is the biggest hassle of loyalty programs (CodeBroker)
62% of shoppers surveyed cited inconvenience as their top reason for not signing up for a mobile loyalty program (3Cinteractive)
70% of shoppers say they would us a mobile version of their loyalty cards if they didn’t have to sign into a website or download an app (CodeBroker)
71% of shoppers say they would be more likely to use their loyalty cards if they could access these cards and rewards from their mobile phone (CodeBroker)
62% of U.S. mobile shoppers report increased store visits as a direct result of interaction with mobile loyalty programs (3Cinteractive)
Of the brands that have not launched a mobile component to their loyalty program, 81% cited lack of technical resources and support as their main obstacles to mobile loyalty implementation (3Cinteractive)
43% of shoppers say rewards expire before they can be redeemed (CodeBroker)
57% of members do not know their points balance, and 38% are unaware of their points value (Bond)
21% of U.S. internet users wanted texts from loyalty programs (3Cinteractive)
21% of U.S. internet users said they prefer to get loyalty communications via push notification (3Cinteractive)
18% of U.S. internet users prefer to get loyalty communications via mobile wallets (3Cinteractive)
35% of brands said Artificial Intelligence/Chatbot Integration was the next big opportunity for their loyalty program (3Cinteractive)
87% of large companies stated customer experience efforts had a positive business impact (Temkin Group)
Active engagement rates for loyalty programs have remained flat in the past four years (Bond)
61% of shoppers reported that user-generated content encourages them to engage with brands (TurnTo)
87% of digital natives want omnichannel loyalty programs from retailers, restaurants, and gyms (CrowdTwist)
70% of brands with a loyalty program don’t let the customer choose their preferred reward (IBM)
40% of millennials want to track/redeem rewards on an app (Software Advice)
37% of millennials prefer receiving discounts for their loyalty program reward (software Advice)
Millennials are most incentivized to join a loyalty program based on how quickly rewards accrue (51%) and the variety of rewards available (38%) (Software Advice)
50% of millennials stated they quit a program because rewards took too long to accrue (Software Advice)
40% of millennials prefer to use an app to identify themselves as loyalty members (Software Advice)
23% of shoppers use mobile access to loyalty/rewards programs (PWC)
71% of consumers who are members of loyalty programs say membership is a meaningful part of their relationships with brands (Bond)
Consumers are most satisfied with grocery store loyalty programs (50%) and least satisfied with airline loyalty programs (36%) (Bond)
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)
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)
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)
70% of consumers would have a more positive opinion of a brand that allowed them to save a plastic loyalty card in their smartphone (Vibes)
22% of loyalty program members strongly agree that program representatives consistently make them feel positive emotions; only 21% strongly agree that these same people improve their understanding of the program (Bond)
Loyalty programs that establish positive emotional connections with members see 27% more of their membership increasing their spend with the brand (Bond)
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)
60% of loyalty program members expressed interest in partnerships introduced to them through their loyalty programs (Bond Brand Loyalty)
27% of loyalty program members say their program has a partnership, and 75% find the partnership appealing (Bond Brand Loyalty)
About 50% of all millennials say limited time offers are very enticing and something that they are on the lookout for (Coca-Cola)
55% of Millennials and 38% of Gen-Xers express a preference for surprise and delight tactics in loyalty programs (HelloWorld)
40% of Millennials believe loyalty programs should offer interactive games (HelloWorld)
53% of all consumers said it takes too long to earn a reward (HelloWorld)
77% of consumers believe that a loyalty program should offer personalized rewards (HelloWorld)
72% of consumers believe a loyalty program should recognize them when they make a purchase (HelloWorld)
When it comes to loyalty programs, 82% of consumers prefer discounts and offers, 77% free products and 66% free services (HelloWorld)
Loyalty programs have a higher influence on Gen Z and Millennial consumer spend than on Boomers (66% vs 58%) (Bond)
85% of consumers find “alternative” currencies such as Wi-Fi access, an empty seat next to them on an airplane, quicker checkout lines for members only, and others to be highly valuable (Bond)
The 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)
Just 19% of loyalty program members say that brand representatives make them feel special and recognized (Bond)
Loyalty member satisfaction is highest in the category sectors of credit cards, gas/convenience and cruise line (Bond Brand Loyalty)
Some of the top loyalty programs based on overall member satisfaction over last year include: Amazon Prime, Alaska Air Mileage Plan, Nordstrom Nordy Club, Hilton Honors and Domino’s Piece of the Pie Rewards (Bond Brand Loyalty)
Loyalty member satisfaction is lowest in the category sectors of retail apparel, car rental, and hotels (Bond Brand Loyalty)
Effective brand representatives drive 3.9X higher member satisfaction (Bond)
Loyalty program member satisfaction remains steady year over year at about 46% (Bond)
Redemptions have the most impact on satisfaction in drug store retail, where 41% more redeemers than non-redeemers are satisfied (Bond)
Of the 66% of loyalty program members who have set a redemption goal, overall program satisfaction is 11% higher compared to members with no redemption goal (Bond)
76% of consumers say loyalty programs are part of their relationship with brands (Bond)
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)
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)
73% of members are more likely to recommend and say good things about brands with good loyalty programs (Bond)
20% of loyalty members say they are very satisfied with the level of personalization they get from their loyalty programs, and 24% say programs keep their preferences up to date (Bond Brand Loyalty)
When personalization is done well, there is a 6.4x lift in member satisfaction with the loyalty program (Bond Brand Loyalty)
Successful execution of loyalty program communications can result in up to 10x lift in personalization (Bond Brand Loyalty)
59% of Gen Z and younger Millennials are comfortable with programs capturing their information in exchange for authenticity, purpose and meaning (Bond Brand Loyalty)
46% of Gen Z consumers and 55% of Millennials are willing to share their data in exchange for personalized experiences (CrowdTwist)
21% of those born in 1945 or earlier are willing to share personal information in exchange for personalized experiences (CrowdTwist)
70% of Gen Z, 64% of Gen X and 63% of Millennials expect to receive personalized recommendations via an app while browsing in-store (CrowdTwist)
42% of Millennials, 37% of Gen X consumers, 33% of Gen Z, 29% of Baby Boomers and 23% of the Silent Generation have purchased something that was recommended to them by a brand in the past six months (CrowdTwist)
87% of loyalty program members say they are open to having various details of their activity and behavior watched, monitored and traced in order to receive access to personalized rewards or engagements (Bond)
80% of consumers indicated they are more likely to do business with a company if it offers personalized experiences (Epsilon)
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)
38% of executives have a dedicated budget for customer experience (Leapfrog Marketing Institute)
86% of consumers who like a loyalty program will shop more, and of those, 58% will shop 15% or more with their retailer/brand of choice (500friends)
Consumers spend 37% more with brands when they are a loyalty program member (Bond)
77% of digital natives are willing to pay a premium to participate in a loyalty program if they will be rewarded with valuable perks like free shipping (CrowdTwist)
55% of those born in 1945 or earlier said they would not pay a fee for a loyalty program (CrowdTwist)
A growing number of consumers (37%, up from 30% in 2017), are willing to pay a fee for access to enhanced loyalty program benefits (Bond)
Willingness to pay for enhanced benefits is significantly higher among Gen Z (47%) and Millennials (46%), as well as households with children (44%) and early technology adopters (69%) (Bond)
73% of customers say the best promotions are the ones that have discounted fuel with in-store purchases (Coca-Cola)
Loyalty consumers in the U.S. ranked fuel savings as their preferred loyalty currency (39%) over cash-back rewards (35%) (Excentus)
36% of consumers shop more frequently at stores where they can earn fuel savings (vs. 26% in 2016) (Excentus)
Memberships in fuel loyalty programs have risen 10% in the past two years, with 64% of Americans participating in a program that helps them save on the cost of gas (Excentus)
20% of consumers reported shopping specifically at stores where they can earn rewards that help them save on the cost of fuel (Excentus)
22% of consumers shop exclusively at a convenience store where they are a loyalty program member (Excentus)
Fuel savings drive higher consumer engagement as shoppers that earn and redeem fuel savings (30%) visit every few weeks or monthly vs. those who prefer cash-back (29%) (Excentus)
73% of consumers say it is important to earn rewards that save on fuel when the price of gas rises, and 58% echoed the identical sentiment when the price of gas falls (Excentus)
Fuel savings is the number one most preferred reward in loyalty programs (Excentus)
64% of consumers indicated they belong to a program that provides options to save on the cost of gas, up from 59% in 2016 and 54% in 2015 (Excentus)
Redeemers are twice as satisfied with loyalty programs as non-redeemers (Bond)
More than one-fifth of loyalty program members have never redeemed (Bond)

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)
45% of millennials acknowledge they’re less loyal to retailers than a year ago (Brightpearl)
63% of retail shoppers want instant rewards and discounts, 52% want surprise rewards and 39% want personalized rewards (HelloWorld)
63% of CPG customers list instant rewards as what they want (HelloWorld)
63% of consumers are likely to stop visiting a brick-and-mortar retailer if they have an unsatisfactory shopping experience (BRP)
58.7% of internet users worldwide cited earning rewards and loyalty points as one of the most valued aspects of the retail shopping experience (iVend Retail)
94% of consumers name a consistently good customer experience as the main reason they remain loyal to a brand (Blackhawk Network)
66% of Americans view customer experience as important as quality or price in the retail interaction, and customer service as important as product quality and price when making a purchase (Uject)
41% of millennials belong to an online retailer loyalty program versus 29% of Gen X and 25% of boomers (Hawk Incentives)
Positive experience with a staff member increases customer satisfaction, on average, by 33% (InMoment)
77% of consumers name convenience as an important reason they remain loyal to a brand (Blackhawk Network)
76% of consumers name an easy payment process as an important reason they remain loyal to a brand (Blackhawk Network)
57% of consumers name lower prices as an important reason they remain loyal to a brand (Blackhawk Network)
68% of customers said cost was the top factor that influences where they shop followed by proximity (55%), product selection (53%), online customer reviews (36%) and brand loyalty (34%) (Uberall)
60% of consumers across all regions reported that purchasing products at the lowest price possible is most important to them when shopping online (Radial)
86% of consumers engage with a brand they are loyal to by recommending it to others (Blackhawk Network)
50% of non-loyal consumers would engage with a brand by recommending it to others (Blackhawk Network)
65% of loyal consumers receive emails from their favorite brand or store about the latest deals and products vs. 39% of non-loyal consumers (Blackhawk Network)
62% of loyal consumers watch for or take advantage of rebates from their favorite brand or store vs. 44% of non-loyal consumers (Blackhawk Network)
44% of loyal consumers use their favorite store’s gift cards or egifts vs. 31% of non-loyal customers (Blackhawk Network)
42% of loyal consumers use targeted offers from their favorite store vs. 27% of non-loyal customers (Blackhawk Network)
59% of millennials use gift cards or egifts for brands or stores they are loyal to vs. 43% of Gen Xers and 32% of Baby Boomers (Blackhawk Network)
55% of millennials signed up for the reward and/or loyalty program for a brand or store that they are loyal to vs. 41% of Gen Xers and 36% of Baby Boomers (Blackhawk Network)
52% of millennials used targeted offers from a brand or store that they are loyal to vs. 43% of Gen Xers and 31% of Baby Boomers (Blackhawk Network)
53% of millennials have used a mobile app for a brand or store they are loyal to vs. 27% of Baby Boomers and 39% of Gen Xers (Blackhawk Network)
32% of millennials have purchased or used prepaid offers for brands or stores they are loyal to vs. 19% of Gen Xers and 7% of Baby Boomers (Blackhawk Network)
65% of shoppers attempt to redeem a reward at POS and find it expired (CodeBroker)
55% of shoppers have abandoned shopping carts because the cost was too high and 32% say they have abandoned a shopping cart online because they found a discount with a different retailer (RetailMeNot)
56% of shoppers say they changed or abandoned a purchase when they realized their points had expired (CodeBroker)
87% of online shoppers said they would abandon their shopping carts during checkout if the process was too difficult (Splitit)
69% of shoppers said that if a shopping experience is poor, they will never shop with the same online store again (Brightpearl)
The top consumer gripe with shopping experience is related to delivery and returns (Brightpearl)
78% of shoppers would buy more in the long run if retailers have free returns (Klarna)
84% of shoppers will not come back to a brand if they have a poor returns experience (Klarna)
75% of shoppers said that easy returns are an essential factor in their choice of retailer (Klarna)
86% of shoppers said the option of free returns would make them loyal and more likely to keep coming back to a brand (Klarna)
84% of shoppers want to be able to choose whether to return an item in-store or via post or pickup (Klarna)
31% of shoppers would be more likely to buy something online if they had the opportunity to pay for it after trying it at home (Klarna)
66% of shoppers say a free and easy returns policy is one of the top two aspects that would improve the experience, and 53% said a slow and expensive returns process would stop them from shopping with a retailer again (Klarna)
55% of online shoppers would abandon their carts and never return to the retailer’s site (Splitit)
90% of shoppers over 55 would not follow through with a purchase and 7% would never return to the site after a lengthy checkout process (Splitit)
60% of consumers are confident with their purchases when they make them in-store and strongly appreciate the ability to return products conveniently and hassle-free to retail locations (DXC Technology)
54% of consumers rate their overall in-store shopping experiences as emotionally satisfying (DXC Technology)
94% of shoppers say a store associate’s help is important in feeling confident they are buying the right product (DXC Technology)
57% of shoppers say online promotions are important (DXC Technology)
70% of shoppers feel confident they are buying the right products when stores offer free, no-hassle returns (DXC Technology)
24% of shoppers have purchased subscription retail or meal kit services, 15% have tried augmented or virtual reality applications for additional product information, 11% have used personalized assisted online shopping services, and 8% have bought personalized products or tailor-made clothes fitted online (DXC Technology)
28% of consumers over 45 saying they would abandon their cart if they felt there were too many ads (Splitit)
Digital cart abandonment is currently as high as 70% (Splitit)
58% of consumers say the #1 reason for shopping cart abandonment is high shipping costs (Usabilla)
8% of consumers say longer-than-desired delivery times are reasons to abort a purchase (Usabilla)
51% of U.S. retailers plan to offer loyalty programs to consumers in 2018 to positively affect sales growth (RetailMeNot)
54% of brick-and-mortar retailers have introduced loyalty programs and 24% plan to do so in the future in efforts to help them face online competition (APT)
40% of consumers say they are more likely to shop at a retailer again with whom they have a store card (Vyze)
When music is partnered with visuals and scent to create a branded in-store atmosphere, 59% of U.S. consumers surveyed say they’re more likely to revisit (Mood Media)
When music is partnered with visuals and scent to create a branded in-store atmosphere, 72% of U.S. consumers surveyed, ages 18-24, say they’re more likely to revisit (Mood Media)
68% of consumers expect loyalty points for spending time in store and repeat visits (Capgemini’s Digital Transformation Institute)
67% of shoppers said they will purchase items from different stores or websites to get the lowest price, and 72% said they would be enticed by promotions or coupons to shop at a store they have not used in the last year (Accenture)
67% of shoppers visit between two and three retailers weekly (Acosta)
60% of consumers reported shopping at more than one retailer because some products are priced lower at certain retailers (Acosta)
53% of shoppers are choosing which store to shop at based on how much they like the store brand (Acosta)
Popular enhancements to the in-store experience for customers include invitations to special events (50%), personalized promotions (46%), personalized rewards (32%), preferred/first access to new products (21%) and special/preferred assistance from sales associates (18%) (BRP)
56% of gen z says a fun in-store experience influences where they shop (NRF)
79% of brand loyal consumers are influenced to buy a brand they wouldn’t typically have purchased due to coupon influence (Valassis)
69.3% of women are willing to recommend their favorite brands to friends based on how they felt toward them (Corra)
26.8% of women changed brands within the last month (Corra)
Women who earned $100,000 a year or more had the lowest response of brand loyalty and were more than twice as likely to switch their makeup products up on a regular basis versus those in the same pay range (Corra)
82% of consumers switch stores to take advantage of weekly specials (Valassis)
56% of consumers are interested in image commerce with 63% of consumers saying they would consider shifting at least half of their purchases to retailers offering it (Accenture)
44% of shoppers are more interested in brands tailoring content for coupons based on location and 31% on images (Episerver)
54% of consumers said they value staff who are knowledgeable about products and services; recognize past purchasing patterns and needs; and are aware of loyalty membership status (InMoment)
65% of Millennials appreciate staff armed with personalization info (InMoment)
21% of shoppers are more likely to purchase again from brands that do more to personalize their digital experience than those that do not, and 17% are more loyal (Episerver)
41% of shoppers are open to having retailers know their purchase history if they trust the brand (Euclid)
35% of shoppers feel comfortable sharing their purchase history if they have previously made a purchase from that retailer (Euclid)
52% of Americans said they would let a retailer know their purchase history in exchange for coupons or other promotional discounts (Euclid)
37% of retailers offer brick-and-mortar shoppers more personalized service as an incentive to identify themselves (BRP)
22% of consumers prefer personalized service in exchange for surrendering their in-store privacy (BRP)
34% of consumers prefer specialized offers, 27% product incentives and 26% credit toward future purchases in exchange for identifying themselves in-store (BRP)
79% of consumers said personalized service is an important factor in determining where to shop (BRP)
53% of retailers extend specialized offers to encourage customers to identify themselves with personal information, 34% entice others with product incentives, 32% with maintenance of purchase history for ease of returns/exchanges, 32% with more personalized service and 29% with credit towards future purchases (BRP)
56% of merchants will offer personalized promotions to enhance the customer experience, 50% will offer personalized rewards, 25% will offer preferred/first access to new products and 19% offer a personal shopper (BRP)
34% of retailers are offering personalized rewards based on customer loyalty (Boston Retail Partners)
54% of shoppers said they are open to sharing personal information and shopping preferences with retailers in order to receive personalized offers, compared to 51% last year, and 33% in 2014 (Accenture)
The factors most likely to entice shoppers to share personal data are discounts or coupons (78%), loyalty card points (52%) and highly relevant promotions (47%) (Accenture)
72% of retailers do not have a process in place to notify associates when an identified valuable customer is in the store prior to checkout (BRP)
62% of customers will shop elsewhere if they have a purchase incorrectly identified as fraud (CFI Group)
95% of Gen Xers, 94% of Baby Boomers and 90% of Millennials are most loyal to food and beverage retailers, selecting them based on product brand (ICSC)
59% of shoppers will be using loyalty program rewards for their Christmas purchases (Conversant)
21% of consumers want to gain loyalty points or rewards through their Christmas shopping (Conversant)
61% of consumers won’t complete an online purchase without free shipping and 64% said free shipping is the top reason they’re likely to spend more with a retailer (RetailMeNot)
Fast and direct communications about an order is the number one factor in winning the loyalty of millennials and baby boomers (Narvar)
Lacking produce availability has prompted 20% of shoppers to stop shopping with a retailer and 31% to stop shopping with online retailers (Blue Yonder)
Factors that shoppers deem as valuable when shopping in-store include: receiving promotional and sales information that is sent directly to their smartphone (34%) and mobile point of sale (30%) (HRC Retail Advisory)
About 29% of shoppers ranked in-store apps that would provide personal recommendations as an important store feature (HRC Retail Advisory)
48% of consumers have left a brand’s website and purchased from a competitor due to a poorly personalized experience (Accenture)
22% of consumers would leave for other brands after a creepy experience (InMoment)
60% of Americans make a conscious decision to visit a specific business because they know it has nice restrooms (Bradley Corp)
Department store brands that reward non-transactional engagement also enjoy 48% more daily site visits, 13% long site visits, and a 5% lower bounce rate (L2)
82% of consumers who returned an item were repeat customers (Retail Dive)
68% of U.S. shoppers would be more inclined to shop on a merchant’s site that offered automated returns capability (Windstream Enterprise)
It is to a retailer’s advantage to provide fast exchanges and immediate refunds as 57% of shoppers replace the item they returned, 41% bought from the same retailer and 16% chose a different retailer due to reasons ranging from poor experience to a wanted item being out of stock (Navar)
96% of consumers would give a retailer repeat business based on a good returns experience (Narvar)
The biggest turn-offs when buying with a retailer include paying for return shipping (69%), restocking fees (67%) and difficulty finding the return policy (33%) (Narvar)
The top five sectors in which spend increases when a consumer is a member of the loyalty program are Gas with a +99% spend increase, Hotel +82%, Drug Store +63%, Movie Theatres +61% and Grocery +57% (Bond)
87% of consumers said they look for deals when they’re shopping for holiday gifts, and 71% said price is the biggest determining factor in the gifts they purchase (RetailMeNot)
51% of consumers said their top factor for why they purchase at a certain retailer is whether the retailer offers the best sales and offers throughout the holiday season (RetailMeNot)
For 95% of retailers, deals and discounts do more to drive sales during the holidays vs. other times of the year (RetailMeNot)
71% of shoppers want one savings destination for all of their discounts or offers (RetailMeNot)
38% of shoppers say they use savings apps today, a 28% increase from 2014 (RetailMeNot)
51% of shoppers say they use savings websites today (RetailMeNot)
58% of retailers say that deals and discounts are more effective than traditional marketing messages in reaching holiday shoppers, with half reporting that savings websites and apps are the most effective way to increase revenue during the holiday season (RetailMeNot)
81% of retailers will offer more deals this holiday season than they did last year and 71% plan deeper discounts (RetailMeNot)
67% of consumers have abandoned a gift purchase during the holiday season due to slow deliver options (a 16% increase from last year) (Dropoff)
20% of consumers are likely to purchase from a retailer again after a negative delivery experience (Dropoff)
80% of consumers feel it reflects poorly on the retailer if a gift arrives late and 74% feel it reflects poorly on the retailer if a gift arrives damaged (Dropoff)
78% of last minute holiday shoppers are more likely to purchase gifts from companies that offer same-day delivery compared to those who don’t (Dropoff)
71% of consumers are likely to recommend a retailer to others after purchasing a holiday gift and having it delivered the same day (Dropoff)
85% of consumers are more likely to purchase from a retailer again, and five times more likely to recommend a retailer to others, if their holiday gift purchase can be tracked in real-time throughout the delivery (Dropoff)
75% of consumers are highly likely to shop with a retailer again after purchasing a gift that arrived same-day (Dropoff)
56% of Millennial parents use at least one grocery-related app and manage their busy lives with a variety of mobile apps to find in-store items, coupons, sales recipes or product review (FMI)
90% of Millennials engage with a supermarket or grocery store through rewards cards or accounts (FMI)
38% of women ranked quality as their top consideration for being loyal to a specific brand followed by using the product for a long time (30.5%), and products are a good value (18.6%) (Corra)
26% of Gen Z chooses a retailer because of low product pricing and 23% based on how easy it is to find products (IRI)
55% of Gen Z agrees that brick and mortar retailers offer the same quality rewards/loyalty programs as online retailers (IRI)
52% of Gen Z consumers will transfer loyalty from one brand to another if the brand’s quality is not up to par (IBM)
66% of Gen Z consumers say product quality and availability are the most important factors when choosing one brand over another; 65% focus on value (IBM)
70% of millennials would buy less from a brand they’re loyal to if they found out that the brand doesn’t pay their employees well, and 69% would buy less if they learned the brand relies on unethical labor practices (Morning Consult)
Two-thirds of millennials would be less likely to buy from a brand they are loyal to were they to discover that the CEO makes a lot of money while the average employee makes little (Morning Consult)
72% of millennials said they’d like a company either much more (51%) or somewhat more (21%) if they found out that it paid its employees well (Morning Consult)
16% of Gen Z’s shop at a single store for clothing/fashion compared with 26% of older millennials (Accenture)
19% of Gen Z’s shop at a single store for health and beauty items compared with 34% of older millennials (Accenture)
Fewer than 38% of Gen Z’s shop at a single place for groceries compared with 55% of older millennials (Accenture)
5% of U.S. Gen Z’s shop at a single place for clothing (Accenture)
65% of millennials, 62% of Gen Xers, 45% of young baby boomers, and 37% of those 54 and older have abandoned an in-store purchase due to information found on their smartphones (eMarketer)
76% of shoppers consider one of loyalty programs’ most valuable attributes to be recognizing shoppers based on their status (Cognizant)
56% of consumers aren’t confident brands have their best interest in mind when they use, share or store personal data (Acquia)
78% of consumers don’t think brands should be using personal data to market products to them, yet 75% agree that if a brand understands them at a personal level they are likely to be more loyal (Acquia)
79% of consumers will leave a brand if their personal data is used without their knowledge (SAP Hybris)
57% of Costco members also pay for Amazon Prime (MoffettNathanson)
43% of consumers said if an Amazon Go opened nearby, they would shop less at traditional c-stores (AlixPartners)
66% of consumers said they saw “no evidence” that stores they visit regularly know them as a consumer (Periscope)

Restaurant Loyalty Statistics

65% of consumers are already members of one or more restaurant loyalty program (Oracle Hospitality)
50% of restaurant operators believe guests would enroll in every loyalty program made available to them, but only 27% of consumers say they actually do, 23% rarely join and 49% only sign up to select relevant programs (Oracle Hospitality)
47% of restaurant operators believe their loyalty program offerings are mostly relevant but only 27% of consumers share that opinion and another 27% say offers are rarely relevant (Oracle Hospitality)
44% of millennials and 44% of pre-millennials (18-24) say they are more loyal to restaurant brands than before (Oracle Hospitality)
Millennials are more likely to belong to a food and beverage loyalty program than the total population: Millennials 46%, total survey was 36% (Hawk Incentives)
30% of millennials plan to sign up for every restaurant loyalty program, while 48% of baby boomers say they will only enroll in select, relevant programs (Oracle Hospitality)
76% of restaurant guests note immediate benefits are more appealing than accumulating points (Oracle Hospitality)
73% of restaurant guests note a single loyalty program that can be used at a range of brands is appealing (Oracle Hospitality)
41% of restaurant guests would submit a YouTube review in exchange for a reward (Oracle Hospitality)
72% of restaurant guests like loyalty programs where points are automatically redeemed (Oracle Hospitality)
58% of restaurant guests would exchange personal details for personalized promotions (Oracle Hospitality)
88% of consumers note redeeming loyalty points on new food recommendations based on purchase history as appealing (Oracle Hospitality)
52% of consumers will recommend to others the restaurants they are most loyal to (Oracle Hospitality)
38% of restaurant customers are most loyal to brands that they have a high opinion of (Oracle Hospitality)
50% of customers say it’s important they can engage with new and exciting menu items from restaurants they are loyal to (Oracle Hospitality)
36% of restaurant guests will typically stick to the brands they like rather than shop around (Oracle Hospitality)
59% of customers choose a restaurant because of a competitive price/promotion (Oracle Hospitality)
58% of customers would always shop around for different restaurants to eat at (Oracle Hospitality)
62% of consumers prefer plastic swipe cards as their restaurant loyalty program medium (Oracle Hospitality)
56% of Millennials wanted to use apps as the preferred medium for restaurant loyalty programs, and 50% of Gen Xers agreed (Oracle Hospitality)

Mobile/Online Loyalty Statistics

The top reasons U.S. shoppers abandon a purchase online are because a retailer does not have a decent returns policy (36%) and the checkout process took too long (31%) (Klarna)
61% of shoppers would stop purchasing from a retailer if it had flawed website functionality (Klarna)
51% of U.S. retailers plan to provide offers/discounts exclusively for mobile app users in 2018 to positively affect sales growth (RetailMeNot)
76% of consumers download brand apps they are loyal to (WillowTree)
69% of consumers who had a positive experience with a brand app would sign up for loyalty or rewards programs (WillowTree)
30% of consumers who had a negative experience with a brand app would be less likely to recommend the brand (WillowTree)
97% of millennials say they would actively engage with loyalty programs if they could access their rewards information from their smartphones (CodeBroker)
22% of millennials said offers and promotions on social media compel them to visit a website, compared to 29% of Gen X and 38% of baby boomers (Visual Objects)
28% of millennials want to access loyalty programs via a text link on their smartphone (CodeBroker)
38% of companies said they currently give customers personalized offers or promotions via their mobile app and 48% engage with customers via email during the pre-purchase phase (LoyaltyOne)
51% of consumers cited the top benefit for using a mobile app when shopping as exclusive in-app promotions, coupons or discounts (TD Bank)
Promotions are the #1 driver for consumers to use their mobile wallet (Vibes)
27% of consumers said they would adopt mobile wallet if it would make their life easier by organizing things like offers, loyalty cards or airline boarding passes (Vibes)
61% of consumers subscribe to mobile messaging because of incentives or coupons, combined with 55% who subscribe because of loyalty rewards points (Vibes)
57% of members want to engage with loyalty programs on a mobile device (Bond)
31% of consumers (up 20% from last year) use their loyalty program’s mobile app to manage their rewards (Excentus)
52% of loyalty program members don’t know if an app exists for their programs (Bond)
More than six in ten U.S. smartphone users said they subscribe to mobile messages for deals and 55% said they do so for loyalty reward points (Vibes)
33% of U.S. smartphone owners unsubscribe to mobile messages because the deals and promotions they were getting weren’t good enough and 44% said they information wasn’t relevant to them (Vibes)
66% of 18-24 year-olds are more loyal to companies they follow through social media (Social Habit)

Travel Loyalty Statistics

Loyalty was fourth on the list of reasons for choosing travel brands (46%) (Google)
$48 billion worth of points and airline miles are unredeemed (Maritz)
60% of travel customers want instant rewards, 59% want the ability to choose rewards, and 34% care about personalized rewards (HelloWorld)
80% of consumers would revoke their personal information from hotel brands if they were given the choice (Oracle)
30% of travellers around the world said they were happy to sacrifice safety for hotel loyalty and rewards incentives, with Americans being the most likely to do so at 47% (CWT)
61% of hotels believe that guests would openly sign up to every loyalty program, but in reality, only 30% rarely join loyalty programs, 46% only sign up to select relevant programs and 24% sign up to every loyalty program (Oracle Hospitality)
70% of hotel loyalty members participate in multiple programs (Phocuswright)
54% of hotels believe their offers are mostly relevant while only 22% of guests believe those offers are most relevant and 39% feel those offers are rarely relevant (Oracle Hospitality)
38% of millennials and 32% of pre-millennials (18-24) note they are more loyal to hotel brands than before (Oracle Hospitality)
29% of millennials plan to sign up to every hotel loyalty program while baby boomers are more discerning with 40% noting they will only sign up to select, relevant programs (Oracle Hospitality)
40% of hotel operators will only take into account activity measures of loyalty (Oracle Hospitality)
48% of people are likely to feature the hotel on social media in exchange for a reward (Oracle Hospitality)
46% of hotel guests are likely to link social media activity to a rewards program with automatic rewards for posts (Oracle Hospitality)
90% of guests note being able to accept or reject offers so that the hotel loyalty program can learn what products and offers are of most interest as appealing (Oracle Hospitality)
33% of guests will recommend to others the hotels they are most loyal to (Oracle Hospitality)
38% of hotel guests would submit a product review through YouTube in exchange for an offer/reward (Oracle Hospitality)
41% of guests say it is important that they can engage with new and exciting features in hotels they are loyal to (Oracle Hospitality)
30% of leisure travelers staying primarily for holiday reasons wished to book with a familiar brand vs. 82% of business guests (Oracle)
33% of consumers will typically stick to the hotel brands they like rather than shop around (Oracle Hospitality)
55% of hotel guests would exchange personal details in exchange for a personalized offer or promotion (Oracle Hospitality)
59% of guests would always shop around for different hotels to stay at (Oracle Hospitality)
61% of hotel guests think a loyalty program based on experience than points-based rewards would be appealing (Oracle Hospitality)
69% of hotel guests think personalized offers based on their stated preferences are appealing (Oracle Hospitality)
65% of hotel guests think a more personal service from the staff is appealing (Oracle Hospitality)
65% of hotel guests think personalized offers based on purchase history are appealing (Oracle Hospitality)
78% of hotel guests think immediate benefits are more appealing than accumulating points (Oracle Hospitality)
75% of hotel guests think a loyalty program that can be used at a range of brands is appealing (Oracle Hospitality)
73% of hotel guests think frequent rewards/offers which are not dependent on earning/redeeming points are appealing (Oracle Hospitality)
90% of consumers find it appealing to receive a personalized service form Hotel staff that understand their preference and point them to the relevant excursion, recommendation and offers (Oracle Hospitality)
86% of hotel guests indicate they are willing to complete a questionnaire about personal preferences as part of a new loyalty program membership that offers can be tailored (Oracle Hospitality)
83% of hotel guests prefer to redeem loyalty points or rewards for new alternative experiences based on Social Media profile and preferences (Oracle Hospitality)
70% of hotel reward members have downloaded a hotel app (J.D. Power)
On average, business travelers consider three hotels before booking and 82% say loyalty programs matter when making that decision (GBTA)
90% of business travelers view rewards points and perks as a motivating factor in selecting a hotel, and 81% believe being a loyalty member results in better service (GBTA)
49% of business travelers use loyalty rewards on business travel and 43% use them during future leisure stays (GBTA)
84% of business travelers feel having a personalized guest experience is important (GBTA)
71% of business travelers have a loyalty membership, of those, 86% have filled out a custom loyalty profile with their preferences and 65% have different profiles for business and leisure trips (GBTA)
Top five rewards of loyalty membership include earning free nights (47%), room upgrades (46%), reward redemption flexibility (40%), express check-in (38%) and service perks (30%) (GBTA)
29% of men have used an airline rewards program in the last three months vs. 20% of women (Vantiv)
Top hotels in terms of customer satisfaction: Hilton, Marriott, Hyatt (ACSI)
Top 5 best airline rewards programs: Alaska Airlines Mileage Plan, American Airlines AAdvantage, Southwest Rapid Rewards, JetBlue TrueBlue, HawaiianMiles (US News & World Report)
Top 5 best hotel rewards programs were: Marriott Rewards, Wyndham Rewards, Best Western Rewards, Club Carlson and IHG Rewards Club (US News & World Report)
Airline loyalty programs are tremendously popular, with approximately 288 million active loyalty members earning around 3.5 trillion points per year (On Point Loyalty)
The top three most valuable airline loyalty programs are: SkyMiles by Delta Air Lines ($21.7 billion), AAdvantage by American Airlines ($19.5 billion), and MileagePlus by United Airlines ($14.6 billion) (On Point Loyalty)
91% of online travel agents report having a loyalty program, but only 9% have at least half of their users signed up as members and 59% report their program has signed up less than a quarter of their customers (Expedia Affiliate Network)
62% of business travelers signed up for a hotel’s loyalty plan vs 54% of leisure travelers (Phocuswright & Acxiom)
60% of business travelers signed up for an airline loyalty program vs 50% of leisure travelers (Phocuswright & Acxiom)
92% of customers want fewer limitations in their loyalty programs like blackout dates (Cognizant)

Bank Customer Loyalty Statistics

Banks that lead in the CX+ Index have a recommendation rate that is 1.9 times higher than banks at the lower end of the index, their share of deposits is 1.9 times higher and their customers are 2.1 times more willing to take up new products and services from their bank (Kantar)
Banks that let their customer experience decline risk losing up to 12.5% of their share of deposits (Kantar)
61% of female bank customers stay with their bank for more than five years (Kantar)
Women have a lower preference score for their bank than men (65 for women vs. 76 for men) (Kantar)
Women are less willing than men to take up additional products or services with their bank (64.3% vs. 73% of men) (Kantar)
60% of credit card holders like instant rewards/discounts and the ability to choose rewards (HelloWorld)
34% of credit card holders like personalized rewards (HelloWorld)
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)
80% of unbanked customers do not belong to any loyalty programs (Amdocs)
61% of consumers consider it very important to have the ability to manage multiple loyalty programs within the same mobile wallet, but only 21% of providers offer the feature (Amdocs)
46% of consumers indicated an immediate preference for the ability to pool points with family and friends, but only 21% of companies provide that capability (Amdocs)
48% of the affluent middle class participate in credit card programs, down from 63% in 2014 (Collinson Group)
42% of consumers said that a false decline would motivate them to leave their banking institution (Iovation)
59% of Millennials said they were very or somewhat likely to leave their bank over a false decline vs. 21% of seniors (Iovation)
44% of consumers with income over $100,000 per year and 48% with income between $75,000-$99,999 per year were somewhat or very likely to leave their Financial Institution over a mistakenly declined credit card transaction (Iovation)
55% of bankers plan to increase spending on customer experience initiatives this year (CSI)
80% of bank executives understand they are at risk of customer attrition; just 40% are focused on improving the customer experience (ACI Worldwide)
43% of consumers reported high levels of trust in their main financial institutions (Hearts & Wallets)
20% of consumers selected a financial institution for a loan or credit card based on whether or not it offered access to credit monitoring tools to help them better understand their credit scores (TransUnion)
80% of consumers would switch financial institutions for a better experience (TransUnion)
64% of consumers download a bank brand app for promotions and exclusive deals or products (WillowTree)
61% of consumers download a bank brand app for loyalty programs (WillowTree)

Member and Subscriber Engagement & Loyalty Statistics

80% of U.S. consumers ages 18 and older say they’ve never subscribed to a subscription box service that regularly delivers health and hygiene products, beauty and cosmetic products (80%), groceries and meal kits (81%), and household goods (85%) (YouGov).
47% of U.S. consumers ages 18-34 say they are very likely or somewhat likely to consider subscribing to at least one subscription box service (vs 33% of all U.S. adults) (YouGov).
The top perceived potential benefit of subscription boxes among all consumers is that they save time from shopping (48%) (YouGov).
Popular advantages of subscription boxes among consumers include never running out of a product they need (39%), and not having to remember to manually buy products themselves (33%) (YouGov).
Consumers ages 18-34 are slightly more likely than the average American adult to think subscription boxes are good for simplifying their budget (26% vs. 18%), saving money by subscribing in bulk (36% vs. 29%), and providing the ability to try new products they wouldn’t have otherwise (26% vs. 20%) (YouGov).
53% of shoppers worry it would ultimately cost more money to have a subscription box than not (YouGov).
42% of shoppers ages 18-34 say they consider not using products quickly enough from subscription boxes a potential drawback (vs. 52% of the general public) (YouGov).
15% of online shoppers have signed up for one or more subscriptions to receive products on a recurring basis (McKinsey & Co).
The subscription e-commerce market has grown by more than 100% a year over the past five years (McKinsey & Co).
The median number of subscriptions an active subscriber holds is two, but nearly 35% have three or more (McKinsey & Co).
Male shoppers are more likely than women to have three or more active subscriptions – 42% vs. 28% (McKinsey & Co).
28% of curation and access subscribers said that a personalized experience was the most important reason for continuing to subscribe (McKinsey & Co).
For replenishment subscribers to continue subscribing, convenience (24%) was the most important consideration, though value for the money (23%) and personalized experiences (22%) were also important (McKinsey & Co).

Note on Customer Loyalty Statistics: A report by Gartner estiates that up to 80% of businesses will have some form of subscription service by 2025.

20% of membership executives reported they have a formal engagement plan vs. 28% in 2016 (ASI)
34% of membership executives reported a 90+% retention rate (ASI)
51% of membership executives saw a rise in their membership base vs. 55% in 2016 (ASI).
35% of membership executives saw increases in member engagement (ASI).
30% of membership executives reported they have a formal plan to measure their engagement efforts (ASI).
46% of membership executives reported that donor engagement increased vs. 49% in 2016 (ASI).
52% of membership executives said retention was either stagnant or had decreased (ASI).
70% of all membership and fundraising participants are confident about their growth and sustainability in the next 5 years (ASI).
Overall churn rates across all industries is 6.73% (Recurly).
Average B2B churn was found to be 6.22%, while the average for B2C companies was 8.11% (Recurly).
Averages for voluntary churn were at 4.78% (Recurly).
Averages for involuntary churn were 1.44% (Recurly).
61% of consumers want store memberships that offer lower prices (Capgemini’s Digital Transformation Institute).
48% of individual membership organizations had an increase over the past year (Membership Marketing) .
Of those organizations that showed increases in overall membership, 25% report increases of 6%-10%, while 19% report increases in membership over the past year of more than 10% (Membership Marketing) .
50% of associations report that their membership over the past five years has increased (Membership Marketing)
68% of associations report renewal rates of 80% or higher (Membership Marketing) .
The median membership renewal rate for associations is 84% overall (Membership Marketing)
Trade associations have a higher median renewal rate (89%) compared to individual membership organizations (80%) and combination associations (82%) (Membership Marketing)
Almost 75% of association members say they’re likely to renew their membership (Community Brands)
45% of associations report increases in their new member acquisitions (Membership Marketing) .
Individual membership organizations are significantly more likely to be challenged in attracting and maintaining younger members (26%), while trade organizations struggle more with proving that their membership provides a tangible ROI (32%) (Membership Marketing).
Of members who receive personalized content, 60% say they feel extremely connected to their organization (Community Brands)
55% of association members felt a connection with their professional organization, despite overall satisfaction rates of 84% (Community Brands).
Of members who describe themselves as very satisfied with their organization, 73% saw their organizations as early technology adopters, while 89% gave their organization an excellent ranking on the technology front (Community Brands).
Among members highly satisfied with their association’s technology, 88% are highly satisfied with their membership overall (ASAE Foundation).
Among those who are not highly satisfied with their association’s technology, only 47% are highly satisfied with their membership (ASAE Foundation).
Among members who reported being highly satisfied with their association’s technology, 95% indicated a high likelihood of renewing their membership (ASAE Foundation).
Among members who are not highly satisfied with their association’s technology, only 78% indicated a high likelihood of renewal (ASAE Foundation).
49% of associations said their renewal rate has remained unchanged since last year (MemberZone).
26% of associations saw an increase in renewals and 16% reported a decrease (MemberZone).
68% of associations use email to get members to renew (MemberZone).
66% of associations picked up the phone to get a member to renew (MemberZone).
19% of associations involved their board of directors and 15% used calls from other members to spark renewals (MemberZone)
16% of associations are using social media to target members for renewal (MemberZone).
74% of association members said their organizations request their data, but less than half say they receive content based on that data (Community Brands).
20% of consumers have subscribed to product subscription boxes in the past, but don’t anymore (Ask Your Target Market).
97% of current fresh meal kit delivery services subscribers are using the company they originally signed up with, and 90% would recommend fresh meal kit delivery services to their friends (Packaged Facts).
43% of consumers said they are at least somewhat likely to sign up for new subscription box services within the next year (Ask Your Target Market).
69% of consumers who have subscribed to food boxes said they’ve been at least somewhat satisfied with the experience (Ask Your Target Market).

B2B LOYALTY STATISTICS

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).
52% of consumers said they trust business organizations (Edelman)
Brand marketers’ top priorities in 2018 are: customer experience (25%), brand awareness (18%), new customer acquisition (18%), customer retention/loyalty (17%) and engagement (15%) (Bynder and OnBrand).
46% of inbound marketers and 45% of outbound marketers said increasing revenue derived from existing customers is a marketing priority at their company (Hubspot).
44% of US marketing executives said customer retention was a customer-related metric they expected to increase in the next 12 months (Duke).

More Marketing Statistics