Ultimate Loyalty Statistics

Customer Loyalty Statistics
  • 78% of consumers are not loyal to a particular brand (Nielsen)
  • A repeat customer spends 67% more than a new one (BIA/Kelsey)
  • 70% of customers cite poor customer service as a reason for not buying from a brand (McKinsey)
  • A Totally Satisfied Customer contributes 2.6 times as much revenue as a Somewhat Satisfied Customer (InfoQuest)
  • 82% of small business owners said that loyal customers were the main way they grow their business (Constant Contact)
  • 94% of customers who have a low-effort service experience will buy from that same company again (CEB)
  • 68% say that coupons generate loyalty (RetailMeNot)


Loyalty Program/ Loyalty Marketing Statistics
  • There are 2.65 billion loyalty program memberships in the US, 21.9 per household, but people are only active in 9.5 (Colloquy)
  • Consumers are enrolled in an average of 10.9 loyalty programs, only active in 7.8 (Bond)
  • 35% of members are active in all of the programs in which they are enrolled (Bond)
  • 57.4% of consumers join loyalty programs to save money, 37.5% to receive rewards (TechnologyAdvice)
  • 42% of companies claim to measure the lifetime value of a customer (EConsultancy)
  • 36.8% prefer card-based programs, 33.3% digital loyalty programs (TechnologyAdvice)
  • 35% of points program members redeem awards (Forrester)
  • 66% of consumers agree that earning points or miles in a loyalty program is important (Points.com)
  • 60% actively look for promotions that will help them earn more points or miles (Points.com)
  • 89% say a great customer experience is key to driving brand loyalty (EConsultancy)
  • 59% of people would be more likely to join a loyalty program that offered a smartphone app (TechnologyAdvice)
  • 75% say discounted or free products was the most valuable loyalty program benefit (Neilsen)
  • 69% said they would break habit and choose a different brand in order to earn more points or miles (Points.com)
  • 54% buy more from companies when they are being rewarded for purchases (Points.com)
  • 50% changed their behavior to reach a higher tier within  loyalty program (Colloquy)
  • 71% believe that customer experience efforts provide a competitive advantage (SAS)
  • 70% of executives named customer retention as the #1 objective of loyalty programs (Forrester)
  • 56.8% are more likely to participate in programs that offer exclusivity-based rewards, such as VIP status (TechnologyAdvice)
  • Loyalty programs can increase a brand’s market share by 20% and improve customer acquisition by up to 10% (Aimia)
  • Fees (68%) and privacy (56%) are leading reasons consumers won’t join loyalty programs (Bond)
  • 40% of members feel their values are aligned with the values of their loyalty programs (Maritz)
  • 32% of Americans believe that the privacy of their personal information is an important attribute of a loyalty program (Mintel)
  • What consumers see as important in a loyalty program: Ease of redeeming rewards (55%), ease of earning points (51%), monetary rewards (51%), access to exclusive deals and coupons (36%), easy enrollment options (22%) (Mintel)
  • 90% want to receive communications from loyalty programs; only 46% deem those communications relevant – 93% of that 46% report very high overall satisfaction (Bond)
  • Small businesses that send loyalty members two to three communications per week see three times more customer visits than businesses that do not send any communications (SpotOn)
  • 68% of Millennials wouldn’t be loyal to a brand without a strong loyalty program (Bond)
  • 74% prefer to be communicated with via email; 46% want to receive communications from three or more channels (Maritz)
  • 80% of members agree that loyalty programs are worth the effort (Maritz)
  • Email messages sent to loyalty program members result in 40% high open rates, 20% higher click through rates, and 10% higher sales revenue per message compared with emails sent to customers who aren’t (Experian)
  • 78% of consumers say they would be more likely to make a purchase if offered points or miles (Points)
  • 57% of loyalty program members agree that, “My experience with the program is consistent with the brand overall.” (Bond)
  • 66% indicate that unique experiences (VIP Treatment, for example) matter (Deloitte)

Retail/Shopping Loyalty Statistics
  • There are 193.9 million department store memberships, a 70% increase since 2011 (Colloquy)
  • 61% of retailers cite customer retention as their biggest challenge (Retail Systems Research)
  • There are 142.4 million drug store memberships, 45% increase (Colloquy)
  • There are 360.5 million specialty retail memberships for a 26% increase (Colloquy)
  • 80% of shoppers would switch stores or brands when offered a compelling promotion (Market Track)
  • 84% said they’re more likely to visit the website of a retailer with a loyalty program (Neilsen)
  • 75% of consumers would switch brands if offered real-time discounts and promotions that were delivered to their smartphones while shopping (AisleBuyer)
  • Factors that would inspire a consumer to complete a purchase: competitive pricing (61%), superior products (36%), superior customer experience (35%), customer loyalty programs & relevant promotions (31%) (Accenture)
  • 65% of millennials, 62% of Gen Xers, 45% of young baby boomers (44-53), and 37% of those 54 and older have abandoned an in-store purchase due to information found on their smartphones (eMarketer)
  • 32% of loyalty program members are enrolled in grocery/drugstore chains programs (Hotels.com)
  • 42% of customers prefer to receive rewards while they shop (The Logic Group)
  • 70% said they would remain loyal to certain retailers because of good customer service (PriceGrabber)
  • Amazon Prime, Target REDcard and Cabela’s Club Rewards are the three highest-rated retail loyalty programs (Bond)
  • Restaurant loyalty programs increase visits by 35% (Loyalogy)
  • 55% are willing to pay extra for products and services from companies that are committed to positive social and environmental impact (Nielsen)
  • 50% belong to a restaurant frequent diner program (Deloitte)
  • 49% of Hispanics have modified which brands they buy in order to maximize the benefits received (Bond)
  • 73% of consumers would recommend a restaurant more if it offered an appealing rewards program (Loyalogy)
  • Just 25% of customers consider loyalty programs important when choosing a restaurant (Deloitte)
  • The restaurants that inspire the highest “intent to return” responses are In-and-Out Burger (54%) and Papa Murphy’s Pizza (52%) (Technomics)
  • 75% would like to have one rewards program membership that was honored at multiple restaurant chains (Loyalogy)
  • Only 31% of brands are considered a ‘must have’ – one that shoppers would buy whether on sale or not (Deloitte)
  • 91% of back-to-school shoppers would shop elsewhere if a competing store offered a promotion or rewards program (Merchant Warehouse)
  • 58% of retailers agree loyalty campaigns can have a positive impact on their back-to-school shopping season, only 34%t plan to run a loyalty campaign during the 2014 back-to-school shopping season (Merchant Warehouse)

Mobile/Online Loyalty Statistics
  • 39% would leave to a competitor’s website and never return to a retailer’s site after a “poor” user experience (Maxymiser)
  • 1% of a retail website’s users generate as much as 40% of its revenues (Qubit)
  • 72% of consumers say social media helps them stay more engaged with brands (Lithium)
  • 66% of 18-24 year-olds are more loyal to companies they follow through social media (Social Habit)
  • 91% of members are likely to download a program’s application (Maritz)
  • 73% of smartphone users are interested in interacting with their programs through their mobile device (Maritz)
  • 72% of consumers only want to interact with a brand when they comment on social media channels (Accent)


Travel Loyalty Statistics
  • Airlines are the second largest segment of loyalty programs, with 371.2 memberships (Colloquy)
  • 69% feel that points are a reward in exchange for their loyalty (IHG)
  • 78% belong to an airline FFP, 70% belong to a hotel program (Deloitte)
  • 69% of frequent travelers belong to more than one hotel loyalty program (Deloitte)
  • Only 10% of fliers are loyal to an airline, and half of those would switch if given $50 off another airline (fly.com)
  • 68% of frequent travelers indicate that they consider themselves loyal to the program where they have accumulated the most points (Deloitte)
  • 38% of travelers book a trip based on the best deal; only 9% book based on loyalty to an airline or hotel (Wakefield Research/Capital One)
  • 66% of millennial high-frequency travelers rate “unique rewards” as an important factor when choosing a hotel loyalty program (Deloitte)
  • Frequent flyer program members trust their banks and cable companies to deliver on promises than their airline mile programs (MileCards)
  • 65% turn to loyalty programs to help fund vacations and 37% organize entire vacations using points alone (IHG)
  • 44% of business travelers, 72% of high-frequency business travelers are active in two or more airline loyalty programs (Deloitte)
  • 81% of Millennials do not consider themselves as being loyal to a specific hotel or hotel brand (Bridge.Over)
  • Millennials indicate they would pay $41 more per night and travel up to 15 minutes out of their way to stay with their preferred hotel brand (Deloitte)
  • 75% of millennials would remain loyal to a hotel brand even if they lost all their points and status (Deloitte)
  • 55% rank loyalty programs as the least important criteria when booking a hotel (Bridge.Over)
  • 76% would rather redeem their points against a range of reward items than exchange them for cash at a lower exchange rate (CollinsonLatitude)
  • 36% of Americans take part in brand loyalty programs (Hotels.com)
  • 48% of millennials consider loyalty programs to be important when booking flights (Expedia)
  • 24% of loyalty program members are enrolled in travel-related programs (including 17% airlines, 15% hotels), making it the second-most popular category (Hotels.com)
  • 86% of millennials will redeem reward points earned from business travel for leisure compared to just 72% of those 46-65 (Expedia)
  • 88% of employees that have earned incentive trips exhibit greater than average performance levels (thewisemarketer)
  • Uses for points in the IHG program: accommodations (70%), hotel upgrades (32%) and booking an extra week on an existing vacation (24%) (IHG)
Bank Loyalty Statistics
  • Financial services represent the largest segment of loyalty program memberships with 500 million (Colloquy)
  • 75% of rewards program members are happy with their credit card’s program (Bond)
  • 54% of consumers would not consider a credit card that did not have a good loyalty program (Maritz)
  • 36% of payment card programs claim they would not be loyal to the brand if not for the loyalty program benefits (Bond)
  • Mobile banking is more likely to increase a customer’s likelihood of recommending the bank than any other channel interaction (Bain)
  • Wealthier customers give lower loyalty scores than people of modest means (Bain)
  • Credit card rewards participation declined by 10% in 2013 (Mercator)


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