The Top 215 Customer Loyalty Statistics for 2024 and Beyond

Elevate your loyalty strategy with top-notch insights from 215 loyalty statistics of 2024. Dive in now to revolutionize your approach.

By Barbara Kekes-Szabo

Let’s take a deep dive into loyalty statistics to find out what metrics are set to shape the coming years. There is a lot on the line: according to Fortune Business Insights, the global loyalty management market is projected to grow from $6.47 billion in 2023 to $28.65 billion by 2030, at a CAGR of 23.7 percent in the forecast period. That’s why it is crucial for companies to be aware of these numbers. Prepare yourself for the most extensive compilation of customer loyalty statistics for the year 2024!

Also, feel free to check out Antavo’s Global Customer Loyalty Report featuring current and future loyalty industry trends.

Exploring the Customer Loyalty Market in 2024

As you dive into this collection, you’ll uncover not just customer loyalty, loyalty marketing, and loyalty program statistics, but also insights into key questions such as:

• What motivates customers to remain loyal to your brand?
• How has shopper behavior evolved in recent years?
• Why is personalization increasingly vital?
• What does the future hold for loyalty programs?
• How are loyalty programs perceived amid global economic downturns?
• What impact does AI have on the loyalty market?
• In what ways can loyalty programs align with a company’s ESG initiatives?

Within our extensive compilation of more than 200 customer loyalty, loyalty marketing, and loyalty program statistics, you’ll undoubtedly find the answers you seek. We’ve put together an array of exciting loyalty statistics and resources, not only from Antavo, but also from renowned companies such as Accenture, Capgemini, Deloitte, Forrester, Gartner, KPMG, McKinsey, Ogilvy, PwC, and The Wise Marketer. Furthermore, we’ve incorporated resources from several of our partners like Acxiom, Fresh Relevance, and Salesforce. You can find the links for all of these sources at the end of the article. So continue reading to discover today’s most captivating loyalty metrics.

1. The Power of Data – Business Statistics

Brands are well aware that customer data is the lifeblood of business today. With the rising number of privacy laws and the disappearance of third-party cookies, companies need to rethink their data strategies and invest in first-party data capture. Loyalty programs play a big role in collecting and leveraging zero- and first-party data by incentivizing customers to share information with the brand. The data they collect allows companies to create more sophisticated segments and perfect their personalization strategies.

1. 1 in 3 businesses without a loyalty program today will establish one by 2027 to shore up first-party data collection and retain high-priority customers. (Gartner)
2. 78 percent of marketers say their customer engagement is data-driven. (Salesforce)
3. 51 percent of high-growth brands are deploying first-party data in delivering personalized content via dynamic creative optimization; 49 percent use this data to serve leads to users via programmatic media. (Deloitte)
4. 75 percent of surveyed global executives said they will invest more in delivering hybrid experiences over the next 12 months. (Deloitte)
5. 43 percent of surveyed executives are investing in hybrid experiences to increase personalization and make their offerings more innovative; 38 percent plan to offer more inclusive experiences. (Deloitte)
6. 34 percent of companies generally treat customers as unique individuals. (Salesforce)
7. 80 percent of marketers say customer experience is a key competitive differentiator. (Salesforce)
8. 72 percent of marketers say meeting customer expectations is more difficult now than it was a year ago. (Salesforce)
9. By 2026, 60 percent of large enterprises will use total experience to transform their business models to achieve world-class customer and employee advocacy levels. (Gartner)
10. 61 percent of high-growth companies are shifting to a first-party data strategy. (Deloitte)
11. 78 percent of high performers say they use a customer data platform (CDP). (Salesforce)
12. 63 percent of digital marketing leaders surveyed still report that leveraging integrated customer data for digital marketing execution presents a major challenge. (Gartner)
13. 38 percent of CMOs consider accelerating the move to new digital technologies or platforms their number one priority, and 36 percent of CMOs consider implementing systems or algorithms to enhance customer personalization their top priority. (Deloitte)
14. 87 percent of companies agree that using data and predictive analytics to improve customer experience will be a key source of customer advantage over the next five years. (Acxiom)
15. 50 percent of businesses think RMNs leveraging first-party customer data enables marketers to deliver more relevant ads. (Acxiom)
16. 88 percent of larger businesses are planning to offer more intuitive ways to interact with customers. (Acxiom)
17. Focusing on branded experiences rather than traditional social media advertising has increased ROI by 70 percent. (Ogilvy)
18. 89 percent of C-Suite marketers recognize that employees as influencers hold immense value for their businesses. (Ogilvy)
19. 80 percent of business leaders agree that generative AI will increase efficiencies in their business, and 52 percent agree that it will increase growth opportunities. (Deloitte)
20. CMOs have made the shift from digital-first to hybrid multichannel strategies. 56 percent said online channels still take the largest share, however, 44 percent said offline channels account for almost half the total available budget—a more equitable split than in recent years. (Gartner)
21. With the end of third-party cookies on the horizon, 68 percent of marketers have a fully defined strategy to shift toward first-party data. (Salesforce)
22. 85 percent of marketers say their external messaging reflects corporate values. (Salesforce)
23. Nearly 45 percent of the businesses have changed their organization’s marketing priorities because of the economic downturn. (Acxiom)

2. What Keeps Shoppers Loyal? – Customer Loyalty Statistics

Following the recent hyperjump in digital transformation, businesses have to be aware of modern customer expectations if they wish to foster loyalty.

Loyal customers are the most likely to keep coming back, and they tend to have a higher purchase frequency and lifetime value. They spend more on the brands that they’re committed to—even where there are other reliable alternatives. Why? Because they trust that brand and feel it has provided the best product quality and excellent customer experience from the start.

1. Price and quality were individually cited as top-three purchasing criteria anywhere between 61 percent and 86 percent of the time according to customers surveyed globally. (Deloitte)
2. 80 percent of customers place the same emphasis on flawless engagement as they do on product quality. (Salesforce)
3. 99 percent of customers believe companies need to improve their trustworthiness. (Salesforce)
4. 80 percent of customers say the experience a company provides is as important as its products and services. (Salesforce)
5. 65 percent of customers expect companies to adapt to their changing needs/preferences. (Salesforce)
6. 72 percent of consumers say better deals made them switch to another brand. (Salesforce)
7. 81 percent of customers expect faster service as technology advances, and 73 percent expect better personalization. (Salesforce)
8. 30 percent – that is how high the customer churn rate is in some global markets. (Deloitte)
9. 83 percent of customers expect flexible shipping and fulfillment options such as buy-online-pick-up-in-store. (Salesforce)
10. 62 percent of customers say their experiences with one industry influence their expectations in others. (Salesforce)
11. Product experience and interaction experience, which have the biggest impact on customer loyalty, account for over 36 percent and 30 percent of change in customer loyalty, respectively. (Gartner)
12. 60 percent of the world’s population will use digital wallets by 2026. (Accenture)
13. 71 percent of consumers have switched brands at least once in the past year. (Salesforce)
14. 61 percent of customers who shop via social media expect to do so more in the next three years. (Salesforce)
15. 96 percent of customers say excellent customer service builds trust, and 82 percent have recommended a company based on excellent customer service. (Salesforce)
16. 83 percent of customers say they’re more loyal to companies that provide consistency across departments. (Salesforce)
17. 13 percent of consumers feel less loyal to brands and retailers than they did a year ago. (Fresh Relevance)
18. 43 percent of consumers say they plan to increase online shopping in the next six months. (PwC)
19. While 61 percent of executives believe customers are more loyal now than before the pandemic, only 20 percent of consumers agree. (PwC)
20. More than twice as many executives (25 percent) as consumers (11 percent) believe that good customer service is the key to winning loyalty, while only half as many executives (23 percent) as consumers (46 percent) believe that high-quality products are key. (PwC)
21. 71 percent of the consumers we surveyed actively shop around to get the best deal on a product or service, and 61 percent are likely to switch to an alternative brand if it’s cheaper. (Acxiom)
22. 65 percent of consumers want to be rewarded for their loyalty, and 72 percent are willing to stay loyal to a brand if they offer discounts and rewards. (Acxiom)
23. 56 percent of customers are most likely to repurchase from a company if they receive personalized loyalty rewards and programs.(Acxiom)
24. 91 percent of consumers are more likely to engage with brands that tailor their approach to be personally relevant to them. (The Wise Marketer)
25. 27 percent of a loyalty program’s marketing budget, on average, is dedicated to customer loyalty and CRM. (Antavo)
26. 9 out of 10 companies have reported a positive ROI. For those with a positive ROI, the average ROI is 4.8X. (Antavo)
27. 67 percent of companies plan to increase investment in retention during the economic downturn. Only 4 percent of the respondents plan to decrease investment in retention. (Antavo)
28. 2x more companies want to increase their investment in retention than acquisition. (Antavo)
29. 9 out of 10 companies with an existing program plan to revamp it in the next three years. Last year it was 8. (Antavo)
30. 6 out of 10 program owners confirmed that they already made significant changes to their loyalty program in the past two years. (Antavo)
31. 5 out of 10 respondents want to change their loyalty strategy and technology together. According to the survey results, easy integration is the most valuable aspect when choosing a loyalty technology vendor. (Antavo)

3. Providing the Best – Customer Experience Statistics

With price no longer the only determining factor, exceeding customers’ expectations is what helps companies stand out from the crowd. Brands need to be dependable and provide quality products and services in order to increase trust and loyalty while building strong relationships with customers.

As the number of loyalty programs keeps increasing, differentiating from the competition and maintaining customer engagement is a new challenge that retailers are confronted with. Retailers can respond to that dilemma by improving the loyalty-driven customer experience and with better personalization.

1. 68 percent of respondents say they find it helpful when brands they regularly shop with provide alerts when items go on sale. (Deloitte)
2. Extraordinary experiences help companies earn more than sales — they build relationships. 53 percent of customers say they feel an emotional connection to the brands they buy from the most. (Salesforce)
3. 69 percent of customers want companies to translate the products and services they’ve enjoyed all along into new formats (namely, into digital versions of in-person experiences). Gen Z has a particularly strong craving for digital innovation. (Salesforce)
4. 91 percent of customers say they’re more likely to make another purchase after a great service experience. Great service experiences are personalized, seamless, and quick — simple in theory, but hard to deliver in reality. (Salesforce)
5. 52 percent of customers expect offers to always be personalized. (Salesforce)
6. 80 percent of customers agree that the experience a company provides is equally as important as its products or services. (Salesforce)
7. 80 percent of consumers say customer experiences should be better considering all the data companies collect. (Salesforce)
8. 74 percent of customers expect to be able to do anything online that they can do in-person or by phone. (Salesforce)
9. 88 percent of customers say good customer service makes them more likely to purchase again. (Salesforce)
10. 70 percent of customers expect all company representatives to have the same information about them. (Salesforce)
11. 67 percent of consumers aged 25-34 agree that brands offering their products as services can better understand their needs, and 64 percent of consumers aged 25-34 agree that brands offering their products as services deliver a better experience. (Acxiom)
12. 68 percent of consumers aged 25-34 feel closer to brands that provide services beyond the point of purchase. (Acxiom)
13. 68 percent of brands agree they can build better customer experiences through as-a-service models. A similar proportion believe offering products as-a-service can help them build deeper relationships and drive brand loyalty. (Acxiom)
14. 68 percent of large businesses agree that providing their products as a service can help them adapt and improve the experience to meet customer needs. (Acxiom)
15. 76 percent of large businesses agree that offering their products as a service can help them establish deeper relationships with their customers and drive brand loyalty. (Acxiom)
16. 70 percent of shoppers want their online retail experiences tailored to their personal preferences. (Acxiom)
17. 73 percent of consumers are willing to stay with brands that deliver a great customer experience, which illustrates incredible potential for AI-powered retention tactics. (Acxiom)
18. 66 percent of consumers who have purchased through shoppable ads say it enables them to find products and services they’re interested in more easily. (Acxiom)
19. 58 percent of 16-34 year olds say they like it when companies recommend products or services that are tailored to their personal preferences. (Acxiom)
20. Six in 10 Gen Z shoppers have discovered products via social media. (Capgemini)
21. Around 40 percent of Gen Z and millennials make an impulse purchase online every 2-3 weeks. This number rises to 48 percent among daily TikTok users. (Ogilvy)
22. 80 percent of consumers have made a purchase based on an influencer recommendation. (Ogilvy)
23. 31 percent of people believe that live shopping allows them to make more informed purchasing decisions. (Ogilvy)
24. 41 percent of Generation Z consumers and 37 percent of Millennials are willing to share their personal interests, preferences or habits with a business to get a more personalized experience. (PwC)
25. 43 percent of customers prefer non-digital channels. That means satisfying customers generally requires great experiences both online and offline. (Salesforce)
26. Gen Z are 1.6x more likely to prefer engaging through digital channels than Baby Boomers. (Salesforce)
27. 88 percent of customers say the experience a company provides is as important as its product or services. (Salesforce)
28. 62 percent of customers feel an emotional connection to the brands they buy from the most. (Salesforce)
29. 56 percent of customers expect offers to always be personalized. (Salesforce)
30. 46 percent would share their style preferences to get tailored rewards. (Salesforce)
31. 64 percent of consumers say companies take online privacy more seriously than they used to. (Salesforce)
32. 79 percent of consumers say they’d be more likely to trust a company with their information if its use was clearly explained. (Salesforce)
33. 61 percent of consumers are comfortable with companies using relevant personal information in a transparent and beneficial manner — up from 52 percent in 2020. (Salesforce)
34. 23 percent of consumers would stop shopping with a retailer if they received emails every day with irrelevant content, which means personalized content is no longer a nice-to-have, it’s essential. (Fresh Relevance)
35. 36 percent of consumers say they want control over the type and frequency of marketing emails they receive. (Fresh Relevance)
36. 89 percent of global consumers check online reviews as part of their online buying journey. (Fresh Relevance)
37. 35 percent of consumers say their most popular channel for receiving promotional messages is email, closely followed by brand websites (32 percent) – with social media platforms, such as TikTok (13 percent) and Instagram (16 percent), lagging behind. (Fresh Relevance)
38. 29 percent of consumers are more likely to shop with a retailer that shows them in-store availability at their nearest store for products they are browsing on online channels. (Fresh Relevance)
39. 63 percent of consumers interact with at least 2 channels before making a purchase. (Fresh Relevance)
40. 76 percent of consumers get frustrated when companies don’t use personalization. (Fresh Relevance)
41. 35 percent of respondents find app designs indistinguishable across brands, a sentiment that rises to nearly 40 percent among 18-to-24-year-olds. (Accenture)
42. 38 percent of people globally believe it’s more crucial than ever to apply critical thinking when choosing technologies. (Accenture)
43. 22 percent of people feel grocery retailers have their best interest at heart. (Accenture)
44. 37 percent of people worldwide think that many companies are prioritizing higher profits over better customer experience. (Accenture)
45. 7 percent of survey respondents think micro-targeting has a positive impact on customer retention and satisfaction. (Antavo)
46. 1 percent think micro-targeting pays off. These respondents stated that benefits are greater than costs. (Antavo)
47. 1 percent of respondents think diverse reward redemption options have a positive impact on customer retention and satisfaction. (Antavo)
48. 9 percent think diverse reward redemption options pay off. These respondents stated that benefits are greater than the costs. (Antavo)

4. Growing and Retaining Loyal Customers – Loyalty Marketing Statistics

Loyalty marketing is the art of putting customer insight into action to stay relevant for customers, which is especially important in a crisis situation. Among the top three marketing initiatives that companies plan to prioritize in 2023, loyalty marketing is vital to achieving high engagement numbers. This means upcoming loyalty programs need to align with companies’ strategies. Otherwise, they won’t gain traction.

1. 48 percent of baby boomers want control over the type and frequency of marketing emails they receive. (Fresh Relevance)
2. 76 percent of customers prefer different channels depending on context. (Salesforce)
3. Mobile messaging is used by 69 percent of marketers, and nearly two-thirds of organizations use audio media like podcasts and streaming ads. (Salesforce)
4. 90 percent of marketers say their digital engagement strategy has changed since before the pandemic. 89 percent say their marketing channel mix has changed. (Salesforce)
5. 78 percent of marketers say they engage customers in real time across one or more marketing channels. (Salesforce)
6. 84 percent of marketers say they adapt marketing strategies and tactics based on customer interactions. (Salesforce)
7. 33 percent of marketers are planning to use user-generated content, and 27 percent plan to use influencer marketing. (Salesforce)
8. 2 percent of organizations’ total marketing budget goes to customer loyalty program management and CRM—a 5.4 percent year-over-year increase. (Antavo)
9. 63 percent of executives say their company’s loyalty program budget increased in the latest planning cycle, and businesses think of loyalty as a growth engine just as much as a retention tool. (PwC)
10. 51 percent of consumers say they like it when companies recommend products and services that are tailored to their personal preferences. (Acxiom)
11. 47 percent of consumers said they are more likely to click on an advert or email if it contains personalized content, including offers. (Acxiom)
12. Despite the popularity of loyalty programs, 22 percent of consumers say it is harder today for brands to keep their loyalty. (Gartner)
13. 61 percent of respondents whose loyalty program is managed by a loyalty technology solution vendor are satisfied with their program, while 51.1 percent of respondents whose loyalty program is managed by in-house technology are satisfied. (Antavo)

5. Transforming the Loyalty Market – AI and the Metaverse

Emerging technologies, such as AI and machine learning, have the potential to revolutionize loyalty management systems in the future. They may provide merchants with sophisticated insights to improve customer dialogue, experience, and total sales.

AI and the metaverse are closely connected. Combining them has the potential to create captivating, personalized experiences for customers. For instance, AI can enhance the user experience within the metaverse by providing personalized recommendations, virtual assistance, or even helping to detect fraud. As the metaverse continues to evolve, AI is likely to play an increasingly important role in creating immersive and engaging experiences for users.

1. By 2025, organizations that use AI across the marketing function will shift 75 percent of their staff’s operations from production to more strategic activities. (Gartner)
2. By 2027, 80 percent of enterprise marketers will establish a dedicated content authenticity function to combat misinformation and fake material. (Gartner)
3. By 2025, 70 percent of enterprise CMOs will identify accountability for ethical AI in marketing among their top concerns. (Gartner)
4. 73 percent of marketers already use livestream video, and 57 percent use virtual customer communities. (Salesforce)
5. 53 percent of customers say generative AI will help companies better serve customers. (Salesforce)
6. 68 percent of customers say advances in AI make it more important for companies to be trustworthy. (Salesforce)
7. 60 percent of customers are open to the use of AI to improve their experiences. (Salesforce)
8. Of the CMOs who say addressing the regulatory environment is their top priority 35 percent have already implemented blockchain technology in their advertising strategy. (Deloitte)
9. 80 percent of companies in technology, media, and telecom and 92 percent of companies in the financial services industry plan on gravitating toward the metaverse within the next 24 months. (Deloitte)
10. 82 percent of those attending live in-game events also made a purchase because of the event, either in the form of digital goods or physical merchandise. (Deloitte)
11. 25 percent of consumers could be spending at least one hour in the metaverse each day by 2026, while 30 percent of businesses are estimated to have products and services ready. (Deloitte)
12. 73 percent of businesses say AI is critical to their success. (Deloitte)
13. 78 percent of those who have used AR shopping were satisfied with the experience. (Acxiom)
14. 84 percent of large businesses already use AI to support customer services. (Acxiom)
15. 78 percent of consumers who have used immersive shopping find virtual showroom shopping experiences appealing. (Acxiom)
16. 80 percent of retailers think that in five years time, most ecommerce retailers will have built immersive shopping experiences. (Acxiom)
17. The global chatbot market size is growing at a CAGR of almost 20 percent and is expected to be worth close to $5 billion by 2032. (Acxiom)
18. 83 percent of companies agree using data and predictive analytics to improve the customer experience will be a key source of competitive advantage over the next five years. (Acxiom)
19. 50 percent of consumers have used generative AI tools (such as ChatGPT or Bard) in a personal context, and 22 percent have used them in a work context. (Acxiom)
20. 62 percent of organizations are aware of AI-powered recommendations – and 24 percent are currently deploying it. (Acxiom)
21. 54 percent of organizations are aware of AI-powered customer segmentation – and 17 percent are currently deploying it. (Acxiom)
22. 35 percent of consumers actually prefer to talk to a chatbot than a human customer support agent, yet only 15 percent of businesses are currently using AI-powered chatbots. (Acxiom)
23. 77 percent of customers know about conversational AI (like ChatGPT) being a prime opportunity for enhanced customer engagement and personalization. (Accenture)
24. 39 percent of people aged 18-34 are excited about conversational answers over standard internet searches. (Accenture)
25. 29 percent of interviewed marketers view Web3 and gaming as most significant to their plans, up from only 10 percent a year ago. (Ogilvy)
26. 63 percent of marketers plan to use AI tools in their influence campaigns, with an additional 25 percent considering it. (Ogilvy)
27. 62 percent of consumers harbor concerns about generative AI producing false/misleading testimonials or reviews, compared with 30 percent in April 2023. (Capgemini)
28. Nearly 55 percent of Gen Z consumers have bought products recommended by generative AI tools. (Capgemini)
29. 58 percent of users say generative AI should be able to identify their brand and product loyalty, thereby recommending similar products. (Capgemini)
30. 26 percent of consumers have participated in metaverse-related activities in the last six months. (PwC)
31. 34 percent of consumers said they’d be attracted by in-store entertainment, 30 percent by immersive digital experiences, such as donning a virtual reality (VR) headset to try out new products, and 28 percent by being able to book appointments with a sales adviser or personal shopper. (PwC)
32. Millennials (36 percent) and Gen Z (31 percent) are the top metaverse users. (PwC)
33. 56 percent of customers can think of an example of AI they use every day. (Salesforce)
34. 57 percent of customers trust companies to use AI ethically. (Salesforce)
35. 69 percent of customers are open to the use of AI to improve their experiences. (Salesforce)

6. Building Deeper Customer Relationships – Loyalty as a Lifeline

In times of crisis, you need a way to encourage customers to keep shopping with you and to make them feel that you care for them. Since acquiring new customers costs five times more than retaining current customers, it’s even more important to focus on your existing clientele during times like these. Customers tend to expect more from the brands they choose during a recession.

They want to feel appreciated, and trust that brands are helping them through the turbulent times. Loyalty programs provide value to customers, which encourages them to stay with your brand. Mary Pilecki, VP, Principal Analyst of Forrester, called loyalty a lifeline for the inflation crisis for this exact reason, suggesting that loyalty programs greatly support businesses during times of recession.

1. 56 percent of companies view the role of customer loyalty as essential to overcome the inflation crisis and a potential recession. (Antavo)
2. 89 percent of respondents trust loyalty programs to help them overcome the inflation crisis and potential recession. (Antavo)
3. 7 percent plan to increase their investments in customer retention in the inflation crisis and potential recession. (Antavo)
4. 78 percent of consumers say they will be more loyal to companies that help them through this difficult time, for example, by prioritizing purchasing products or services from that company over others. (Capgemini)
5. Seven in 10 consumers expect companies to provide a wider range of discounts to help them purchase essential items, and to provide bigger discounts to loyal customers. (Capgemini)
6. 88 percent of customers believe trust becomes more important in times of change. (Salesforce)
7. 74 percent of customers say communicating honestly and transparently is more important now than before the pandemic. (Salesforce)
8. 96 percent of surveyed consumers intend to adopt cost-saving behaviors over the next six months. (PwC)
9. 81 percent of program owners confirmed that their loyalty program was helpful during the economic downturn. (Antavo)
10. 31 percent of companies plan to invest more in acquisition during the economic downturn. 15 percent plan to invest less in acquisition. (Antavo)

7. Driving Positive Impact – Supporting ESG Causes

In recent years, one topic on marketers’ minds has been whether loyalty programs can do more than just boost sales. After all, the core purpose of loyalty programs is to change customer behavior. So why not use them to make a difference in the world? It can be a great way for businesses to demonstrate their commitment to social and environmental issues.

For instance, brands can give customers points when they contribute to noble causes, such as donating to charity or taking certain actions, like recycling. This can result in a tangible impact on the environment and society, which can benefit both the business and its customers.

1. 51 percent of companies plan to reward responsible behaviors. 52 percent plan to reward the purchase of ethical products, 48 percent plan to reward charity, 39 percent plan to reward living healthily. (Antavo)
2. 78 percent of US consumers say that a sustainable lifestyle is important to them. (McKinsey)
3. Brands that garner more than half of their sales from products making ESG-related claims enjoy 32 to 34 percent repeat purchase rates (meaning that buyers purchase products from the brand three or more times annually). (McKinsey)
4. 16 percent of CMOs consider addressing regulatory environments (e.g. public health, climate, geopolitical, privacy etc.) their top priority. (Deloitte)
5. 51 percent of CMOs consider improving sustainability of internal marketing practices their number one priority, while 47 percent consider promoting more sustainable product and service offerings their number top priority. (Deloitte)
6. 45 percent of CMOs consider establishing long-term sustainability commitments their top priority. (Deloitte)
7. 25 percent of CMOs consider nudging consumer action that promotes sustainability their top priority. (Deloitte)
8. 66 percent of customers have stopped buying from companies whose values didn’t align with theirs — up from 62 percent in 2020. (Salesforce)
9. 88 percent of customers expect companies to clearly state their values. (Salesforce)
10. 64 percent of consumers buy directly from a brand. One of the top three reasons for doing so is because the brand offers sustainable products. (Salesforce)
11. 57 percent of customers indicated that, in general, they are more loyal to brands that commit to addressing social inequities. (Deloitte)
12. 90 percent of Gen Z shoppers say they are more willing to purchase products that they deem beneficial to society. (Deloitte)
13. 78 percent of people report being swayed by influencers to adopt greener practices. (Ogilvy)
14. More than a third of consumers say environmental sustainability is important to purchase decisions, and more than 75 percent of these consumers are looking for environmentally friendly products and packaging. (KPMG)
15. 50 percent of under 18 and 41 percent of Gen Z shoppers are most likely to say sustainability and social responsibility are important to purchase decisions. (KPMG)
16. 44 percent of consumers are willing to pay more for a product they think is more sustainable. And 47 percent won’t make a purchase if they have concerns about a company’s environmental impact. (Acxiom)
17. 66 percent agree that sustainability is important to their organization’s marketing and customer experience strategy. (Acxiom)
18. 41 percent of the consumers say the environmental impact of a company is a key factor that influences their purchasing decisions. (Acxiom)

8. The Present and Future Loyalty Landscape – Loyalty Program Statistics

Over the years loyalty programs have become standard practice across all industries. By implementing a loyalty program, companies can increase sales, differentiate their brand, and achieve a sustainable competitive advantage. Although building a loyalty program that stands out is a major endeavor for any company, it can be a game-changing opportunity if created with care and precision. Success always lies in understanding the market and your customers.

1. On average, 16.2 people are actively involved in loyalty program management at their organizations, and 41 percent of businesses have a dedicated loyalty team leading the loyalty program, composed of employees from various departments. (Antavo)
2. 79 percent of respondents with an existing loyalty program are likely to revamp their loyalty program in the next three years. This is a seven percentage point increase over last year. (Antavo)
3. On average, the companies surveyed have invested or plan to invest $375K USD in the launch or revamp of their loyalty program. (Antavo)
4. 71 percent of program owners who have revamped their loyalty program in the past two years are satisfied with their new programs. (Antavo)
5. 7-13 months is the amount of time needed for 49 percent of respondents to revamp their loyalty programs. (Antavo)
6. 67 percent of companies revamped their loyalty program in the past two years have involved external resources for technology changes/upgrades. (Antavo)
7. 80 percent of companies who measure the ROI of their loyalty program reported a positive ROI, earning 4.9X more revenue than what they spend, on average. (Antavo)
8. 53 percent of companies planning to launch a loyalty program in the next two years will manage their program through an internal team. (Antavo)
9. 53 percent of future program owners said they will handle technology-related changes together with an outsourced team, like a third-party technology vendor. (Antavo)
10. For respondents whose company will launch a loyalty program within the next two years, better customer engagement ranked highest on the list of reasons. (Antavo)
11. Around half of customers feel providing their data to brands is worthwhile if they receive ads based on their interests and online behaviors (53 percent), location (53 percent), and personal characteristics (47 percent), or if they receive personalized offers as part of a loyalty program (56 percent). (Acxiom)
12. Customers value choice, along with cash back and earn/reward type benefits. An impressive 73 percent are eager to engage now and looking to actively redeem. (The Wise Marketer)
13. Paid programs are compelling to shoppers who regularly buy from a particular brand: 36 percent say the subscription services save them money in the long run, and 23 percent say they save time. (Forrester) [1]
14. 26 percent of US online adults say their membership in a loyalty program motivates them to use a retailer that they have purchased from before. (Forrester) [2]
15. 71 percent of US online adults say that instant discounts are an important reason for joining loyalty programs. (Forrester) [3]
16. 91 percent of executives say their loyalty program should provide more rewards or benefits. (PwC)
17. 60 percent of consumers in Australia indicated that simply being a member of an organization’s loyalty program had prompted them to change their spending behavior in at least one of the following ways: increasing their purchasing frequency, more frequently choosing the organization over competitors, being more willing to recommend the brand to others, or being more willing to pay a premium for loyalty points or enhanced loyalty status. (McKinsey)
18. Top-performing loyalty programs are seeing up to 4x the benefits of other programs. Consumers were 10 percent more likely to shop with an organization with a top loyalty program, 14 percent were more likely to increase frequency of purchases, and 12 percent were more likely to recommend the brand to others, when compared with results for bottom quartile programs. (McKinsey)
19. Familiarity with loyalty programs varies widely across industries, from 30 percent for airlines to 75 percent for transportation apps. (McKinsey)
20. Grocery and retail loyalty programs are the most frequently used, with 70 percent of Australian consumers reporting using their grocery loyalty program almost every time they shop. (McKinsey)
21. Of the top five most valued features in a loyalty program, four refer to a customer’s ability to redeem points for products. Gamification also made the top five—demonstrating the value of an exciting user experience for consumers. (McKinsey)
22. 43 percent of customers prefer a loyalty program that has flexibility in rewards. (PwC)
23. 55 percent would use loyalty programs more if the rewards were personalized and better reflected their individual needs. 55 percent would use programs more if rewards applied to multiple brands. (Salesforce)
24. 56 percent of loyalty program owners are satisfied or very satisfied with their loyalty program. (Antavo)
25. 60 percent of loyalty program owners have made significant changes to their program in the past two years, a 3.3 percentage point increase from last year. (Antavo).
26. 64 percent of those who revamped are satisfied or very satisfied with the loyalty program. (Antavo)
27. 65 percent of program owners classify their loyalty program as more rational than emotional. (Antavo)
28. 15 percent describe their program as more emotional than rational, while 20 percent claim that their program is well-balanced between the two. (Antavo)
29. 52 percent of respondents who plan to launch a loyalty program in the next two years envision it as more emotional than rational. (Antavo)
30. 50 percent of rewards are redeemed on average in a loyalty program. (Antavo)
31. 78 percent of businesses offering a loyalty program currently run a free loyalty program. On the other hand, 22 percent offer premium or paid loyalty programs. (Antavo)
32. 26 percent of companies stated that they wish to introduce some form of premium loyalty program in the next two years. 23 percent of future program owners said that they haven’t decided. (Antavo)
33. 48 percent think premium loyalty programs have a positive impact on customer retention and satisfaction. (Antavo)
34. 43 percent think premium loyalty programs pay off. These respondents said the benefits are GREATER than the costs. (Antavo)
35. The average annual activity rate across loyalty programs is 59 percent. (Antavo)
36. The average annual spend of members who redeem rewards is 3.1 times more than the annual spend of members who don’t. (Antavo)
37. The average annual spend of members who redeem personalized rewards is 4.3X higher than those who redeem non-personalized rewards. (Antavo)

The Bottom Line

After reviewing the latest customer loyalty, loyalty marketing, and loyalty program statistics for 2024 and beyond, you now have all the necessary metrics to bolster your loyalty business case. In a market flooded with options, businesses must elevate their strategies to remain prominent in customers’ considerations and keep them from opting for a competitor.

Prioritizing customer experience and personalization, alongside nurturing emotional loyalty, enables companies to create a strong bond with their customers, fostering ongoing loyalty.

Are you interested in exploring the launch or revamp of a loyalty program with an expert? Feel free to reach out to Antavo’s team to discover how our technology can make your loyalty program dreams come true. Simply book a demo or include us in your RFP.

And don’t forget to download Antavo’s Global Customer Loyalty Report for trends that are shown through the eyes of loyalty program owners!

Barbara Kekes-Szabo is a Loyalty Program Specialist at Antavo.