The Top 198 Customer Loyalty Statistics for 2023 and Beyond

Level up your loyalty marketing with the latest insights to keep customers coming back. 100% data-backed with 198 customer loyalty statistics.

Antavo’s cover for the article about the most relevant loyalty statistics for 2023 and beyond.

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 $5.57 billion in 2022 to $24.44 billion by 2029, at a CAGR of 23.5% in the forecast period. That’s why it is crucial for companies to be aware of these numbers. So get ready for the most comprehensive list of customer loyalty statistics in 2023!

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

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Understanding Customer Loyalty Market in 2023

As you look through the collection, you will not only find customer loyalty, loyalty marketing, and loyalty program statistics, but also answers to questions like:

  • What is the reason customers will keep coming back to your brand?
  • How has shopper behavior changed in recent years?
  • Why is personalization so important?
  • What does the future look like for loyalty programs?
  • How does the global recession affect the ways companies see loyalty programs?
  • How will AI change the loyalty market?
  • How can loyalty programs contribute to the ESG initiatives of a company?

You’ll definitely find the answer among the nearly 200 customer loyalty, loyalty marketing, and loyalty program statistics we have gathered for you.

We’ve put together the most exciting loyalty statistics and resources, not only from Antavo, but from companies like Accenture, BCG, Capgemini, Deloitte, Forrester, Gartner, Loyalty360, McKinsey, Ogilvy, PwC, and The Wise Marketer. In addition, we’ve included resources from a number 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 keep reading to discover today’s most exciting 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. Customer 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. 76% of surveyed B2C marketing executives say they are collecting more first-party data because of third-party cookie deprecation. (Forrester) [1]
  3. 37% of B2C marketing decision-makers say driving decision-making with customer insights is one of their biggest challenges related to marketing execution. (Forrester) [2]
  4. 78% of marketers say their customer engagement is data-driven. (Salesforce)
  5. 57% of companies in Asia-Pacific say they are not effectively leveraging first-party data. (BCG)
  6. Only 30% of companies have created a single customer view across channels. (BCG)
  7. 51% of high-growth brands are deploying first-party data in delivering personalized content via dynamic creative optimization; 49% use this data to serve leads to users via programmatic media. (Deloitte)
  8. 75% of surveyed global executives said they will invest more in delivering hybrid experiences over the next 12 months. (Deloitte)
  9. CMOs have made the shift from digital-first to hybrid multichannel strategies. 56% said online channels still take the largest share, however, 44% said offline channels account for almost half the total available budget—a more equitable split than in recent years. (Gartner)
  10. 43% of surveyed executives are investing in hybrid experiences to increase personalization and make their offerings more innovative; 38% plan to offer more inclusive experiences. (Deloitte)
  11. 34% of companies generally treat customers as unique individuals. (Salesforce)
  12. 80% of marketers say customer experience is a key competitive differentiator. (Salesforce)
  13. 72% of marketers say meeting customer expectations is more difficult now than it was a year ago. (Salesforce)
  14. By 2026, 60% of large enterprises will use total experience to transform their business models to achieve world-class customer and employee advocacy levels. (Gartner)
  15. 88% of CMOs plan to invest in first-party data capture and management in 2022. (BCG)
  16. There has been a 1.5-2.9x uplift in revenue for companies using first-party data for key marketing initiatives. (BCG)
  17. 63% of digital marketing leaders surveyed still report that leveraging integrated customer data for digital marketing execution presents a major challenge. (Gartner)
  18. Nearly 60% of US retail sales will be digitally impacted/influenced by 2023. (BCG)
  19. 61% of high-growth companies are shifting to a first-party data strategy. (Deloitte)
  20. 78% of high performers say they use a customer data platform (CDP). (Salesforce)
  21. More than 90% of advanced customer data organizations agree that their customer data integration efforts have resulted in a measurable positive ROI. (Gartner)
  22. Only 29% of developing organizations have a CDP, compared with 56% of high-maturity organizations. (Gartner)
  23. The CDP market is expected to record a 20% CAGR by 2027, with most corporations expected to invest. (BCG)
  24. 38% of CMOs consider accelerating the move to new digital technologies or platforms their number one priority, and 36% of CMOs consider implementing systems or algorithms to enhance customer personalization their top priority. (Deloitte)
  25. 87% 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)
  26. 50% of businesses think RMNs leveraging first-party customer data enables marketers to deliver more relevant ads. (Acxiom)
  27. 88% of larger businesses are planning to offer more intuitive ways to interact with customers. (Acxiom)
  28. Focusing on branded experiences rather than traditional social media advertising has increased ROI by 70%. (Ogilvy)
  29. With the end of third-party cookies on the horizon, 68% of marketers have a fully defined strategy to shift toward first-party data. (Salesforce)
  30. 85% of marketers say their external messaging reflects corporate values. (Salesforce)
  31. Data privacy requirements and distrust have driven a shift away from third-party cookies; 72% of North American customers said they would stop buying from a company or using a service because of privacy concerns. (BCG)

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 is key to customers, with 44% saying they stay loyal to brands that offer great value for money. (Fresh Relevance)
  2. 42% of customers say they prefer shopping from brands they have previously shopped with but would switch to a different brand depending on the circumstances. 22% would never switch. (Fresh Relevance)
  3. 40% of shoppers would switch brands if a new brand offered a better price; 35% if they wanted to try something new; and 20% if the new brand was recommended by family and friends. (Fresh Relevance)
  4. Price and quality were individually cited as top-three purchasing criteria anywhere between 61% and 86% of the time according to customers surveyed globally. (Deloitte)
  5. 80% of customers place the same emphasis on flawless engagement as they do on product quality. (Salesforce)
  6. 99% of customers believe companies need to improve their trustworthiness. (Salesforce)
  7. 30% – that is how high the customer churn rate is in some global markets. (Deloitte)
  8. 83% of customers expect flexible shipping and fulfillment options such as buy-online-pick-up-in-store. (Salesforce)
  9. 62% of customers say their experiences with one industry influence their expectations in others. (Salesforce)
  10. Product experience and interaction experience, which have the biggest impact on customer loyalty, account for over 36% and 30.4% of change in customer loyalty, respectively. (Gartner)
  11. CMOs allocate 50.1% of their budget to brand awareness and engagement, while 49.8% is spent on performance media. (Gartner)
  12. 60% of the world’s population will use digital wallets by 2026. (Accenture)
  13. 71% of consumers have switched brands at least once in the past year. (Salesforce)
  14. 61% of customers who shop via social media expect to do so more in the next three years. (Salesforce)
  15. 96% of customers say excellent customer service builds trust, and 82% have recommended a company based on excellent customer service. (Salesforce)
  16. 83% of customers say they’re more loyal to companies that provide consistency across departments. (Salesforce)
  17. 78% of podcast listeners say they would be influenced by audio content in their purchase journey. (Ogilvy)
  18. Adding influencer marketing to new channels creates the potential to increase ROI by up to 30%. (Ogilvy)
  19. 19.5% of total global retail sales are made through e-commerce. (BCG)
  20. 43% of consumers say they plan to increase online shopping in the next six months. (PwC)
  21. While 61% of executives believe customers are more loyal now than before the pandemic, only 20% of consumers agree. (PwC)
  22. More than twice as many executives (25%) as consumers (11%) believe that good customer service is the key to winning loyalty, while only half as many executives (23%) as consumers (46%) believe that high-quality products are key. (PwC)

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. 85% of retailers consider personalized offers important or very important to customer experience. (Loyalty360)
  2. With 1 in 4 shoppers staying loyal to brands who reward customers for loyalty and make customers feel valued, eCommerce businesses should segment returning customers and target them with perks such as a loyalty points program, special discounts, or early access to sales. (Fresh Relevance)
  3. 80% of customers say they are more likely to do business with a company if it offers personalized experiences. (BCG)
  4. 64% of customers expect companies to respond and interact with them in real time. (BCG)
  5. 45% of Chinese customers’ purchase decisions are influenced by key opinion leaders/ influencers. (BCG)
  6. 68% of respondents say they find it helpful when brands they regularly shop with provide alerts when items go on sale. (Deloitte)
  7. Extraordinary experiences help companies earn more than sales — they build relationships. 53% of customers say they feel an emotional connection to the brands they buy from the most. (Salesforce)
  8. 69% 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)
  9. 91% 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)
  10. 52% of customers expect offers to always be personalized. (Salesforce)
  11. 80% of customers agree that the experience a company provides is equally as important as its products or services. (Salesforce)
  12. Just 16% of customers said a service or support experience exceeded their expectations. (Gartner)
  13. 63% of millennials are willing to share personal data to get personalized offers and discounts. (BCG)
  14. By 2024, 70% of brands will redeploy at least 10% of their media budget to product placement in entertainment content. (Gartner)
  15. 34% of US adults agree they are more likely to purchase from brands that share content that interests them. (Forrester) [3]
  16. 67% of consumers aged 25-34 agree that brands offering their products as services can better understand their needs, and 64% of consumers aged 25-34 agree that brands offering their products as services deliver a better experience. (Acxiom)
  17. 68% of consumers aged 25-34 feel closer to brands that provide services beyond the point of purchase. (Acxiom)
  18. 68% 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)
  19. 68% of large businesses agree that providing their products as a service can help them adapt and improve the experience to meet customer needs. (Acxiom)
  20. 76% 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)
  21. 70% of shoppers want their online retail experiences tailored to their personal preferences. (Acxiom)
  22. Six in 10 Gen Z shoppers have discovered products via social media. (Capgemini)
  23. Around 40% of Gen Z and millennials make an impulse purchase online every 2-3 weeks. This number rises to 48% among daily TikTok users. (Ogilvy)
  24. 80% of consumers have made a purchase based on an influencer recommendation. (Ogilvy)
  25. 82% of customers would share some type of personal data for a better customer experience. (PwC)
  26. 51% of customers would be less loyal if the online experience wasn’t as enjoyable as the in-person experience. (PwC)
  27. 41% of Generation Z consumers and 37% of Millennials are willing to share their personal interests, preferences or habits with a business to get a more personalized experience. (PwC)
  28. 43% of customers prefer non-digital channels. That means satisfying customers generally requires great experiences both online and offline. (Salesforce)
  29. Gen Z are 1.6x more likely to prefer engaging through digital channels than Baby Boomers. (Salesforce)
  30. 88% of customers say the experience a company provides is as important as its product or services. (Salesforce)
  31. 62% of customers feel an emotional connection to the brands they buy from the most. (Salesforce)
  32. 56% of customers expect offers to always be personalized. (Salesforce)
  33. 46% would share their style preferences to get tailored rewards. (Salesforce)
  34. 64% of consumers say companies take online privacy more seriously than they used to. (Salesforce)
  35. 79% of consumers say they’d be more likely to trust a company with their information if its use was clearly explained. (Salesforce)
  36. 61% of consumers are comfortable with companies using relevant personal information in a transparent and beneficial manner — up from 52% in 2020. (Salesforce)
  37. Easy or fast access to products or services topped the list of what businesses provide to customers at 47%. However, only 22% of consumers said that was the most important part of a personalized experience. (PwC)

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. Loyalty program owners generally agree on the heightened role of loyalty programs. 66.4% say that when it comes to their company’s overall strategic decisions, customer loyalty and loyalty marketing have an important impact. (Antavo)
  2. 48% of baby boomers want control over the type and frequency of marketing emails they receive. (Fresh Relevance)
  3. 76% of customers prefer different channels depending on context. (Salesforce)
  4. Mobile messaging is used by 69% of marketers, and nearly two-thirds of organizations use audio media like podcasts and streaming ads. (Salesforce)
  5. 90% of marketers say their digital engagement strategy has changed since before the pandemic. 89% say their marketing channel mix has changed. (Salesforce)
  6. 78% of marketers say they engage customers in real time across one or more marketing channels. (Salesforce)
  7. 84% of marketers say they adapt marketing strategies and tactics based on customer interactions. (Salesforce)
  8. 33% of marketers are planning to use user-generated content, and 27% plan to use influencer marketing. (Salesforce)
  9. Brands are investing 72.2% of their marketing budgets across digital channels. (Gartner)
  10. Marketing budgets have climbed to 9.5% of total company revenue in 2022, an increase from 6.4% in 2021. Financial services companies recorded the highest budget, at 10.4% of company revenue, up from 7.4% in 2021. (Gartner)
  11. 18% of CEOs prioritize customer acquisition, retention and engagement for CMOs. (Gartner)
  12. 28.2% of organizations’ total marketing budget goes to customer loyalty program management and CRM—a 5.4% year-over-year increase. (Antavo)
  13. 63% 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)
  14. 61.0% of respondents whose loyalty program is managed by a loyalty technology solution vendor are satisfied with their program, while 51.1% of respondents whose loyalty program is managed by in-house technology are satisfied. (Antavo)
  15. 59% of global B2C marketing decision-makers plan to increase spend on loyalty technology this year. (Forrester) [7]
  16. 78% of marketers are interested in redoing, enhancing, or updating their customer loyalty offerings. (Loyalty360)
  17. 71% of brand respondents feel that customers have higher expectations of their customer loyalty efforts today than in the past. (Loyalty360)

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% of their staff’s operations from production to more strategic activities. (Gartner)
  2. By 2027, 80% of enterprise marketers will establish a dedicated content authenticity function to combat misinformation and fake material. (Gartner)
  3. By 2025, 70% of enterprise CMOs will identify accountability for ethical AI in marketing among their top concerns. (Gartner)
  4. 73% of marketers already use livestream video, and 57% use virtual customer communities. (Salesforce)
  5. 60% of customers are open to the use of AI to improve their experiences. (Salesforce)
  6. The intelligent virtual assistant market size is expected to record a 37% increase in CAGR from 2020 to 2027. (BCG)
  7. 54% of customers have daily AI-enabled interactions with organizations—including chatbots, digital assistants, facial recognition, and biometric scanners—three-quarters of whom fall within the 18-35 age category. (Capgemini)
  8. 65% of Gen Z customers have spent money on a virtual item that exists only within the confines of a video game. (BCG)
  9. Of the CMOs who say addressing the regulatory environment is their top priority 35% have already implemented blockchain technology in their advertising strategy. (Deloitte)
  10. 41% of CMOs plan to support their advertising strategy with blockchain in the next 12 months. (Deloitte)
  11. 80% of companies in technology, media, and telecom and 92% of companies in the financial services industry plan on gravitating toward the metaverse within the next 24 months. (Deloitte)
  12. 82% 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)
  13. 25% of consumers could be spending at least one hour in the metaverse each day by 2026, while 30% of businesses are estimated to have products and services ready. (Deloitte)
  14. 73% of businesses say AI is critical to their success. (Deloitte)
  15. 78% of those who have used AR shopping were satisfied with the experience. (Acxiom)
  16. 84% of large businesses already use AI to support customer services. (Acxiom)
  17. 78% of consumers who have used immersive shopping find virtual showroom shopping experiences appealing. (Acxiom)
  18. 80% of retailers think that in five years time, most ecommerce retailers will have built immersive shopping experiences. (Acxiom)
  19. 29% of interviewed marketers view Web3 and gaming as most significant to their plans, up from only 10% a year ago. (Ogilvy)
  20. 26% of consumers have participated in metaverse-related activities in the last six months. (PwC)
  21. 34% of consumers said they’d be attracted by in-store entertainment, 30% by immersive digital experiences, such as donning a virtual reality (VR) headset to try out new products, and 28% by being able to book appointments with a sales adviser or personal shopper. (PwC)
  22. Millennials (36%) and Gen Z (31%) are the top metaverse users. (PwC)
  23. 44% of loyalty professionals felt that crypto rewards were flexible enough to be applied to both an earning and redemption strategy. (The Wise Marketer)
  24. 71% of loyalty professionals believe that redeeming points for crypto will be a well-suited tactic in the future. (The Wise Marketer)
  25. 65.4% of loyalty professionals believe that earning crypto for offers, zero-party data, referrals, etc. will be a well-suited tactic in the future. (The Wise Marketer)
  26. The Asia Pacific region (Australia, New Zealand, India, Asian Markets) was predicted to be the most likely to adopt crypto rewards as a future strategy (44%). (The Wise Marketer)
  27. Gen Z (83%) is overtaking Millennials (78%) as perceived early adopters of crypto rewards despite their lack of spending or loyalty membership today. (The Wise Marketer)
  28. 30% of loyalty professionals believe that offering crypto rewards will have a positive brand impact. (The Wise Marketer)
  29. 56% of customers can think of an example of AI they use every day. (Salesforce)
  30. 57% of customers trust companies to use AI ethically. (Salesforce)
  31. 69% 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. 55.9% of companies view the role of customer loyalty as essential to overcome the inflation crisis and a potential recession. (Antavo)
  2. 88.5% of respondents trust loyalty programs to help them overcome the inflation crisis and potential recession. (Antavo)
  3. 67.7% plan to increase their investments in customer retention in the inflation crisis and potential recession. (Antavo)
  4. 78% 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% of customers believe trust becomes more important in times of change. (Salesforce)
  7. 74% of customers say communicating honestly and transparently is more important now than before the pandemic. (Salesforce)
  8. 96% of surveyed consumers intend to adopt cost-saving behaviors over the next six months. (PwC)

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. 50.8% of companies plan to reward responsible behaviors. 51.6% plan to reward the purchase of ethical products, 48.4% plan to reward charity, 38.7% plan to reward living healthily. (Antavo)
  2. 78% 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% repeat purchase rates (meaning that buyers purchase products from the brand three or more times annually). (McKinsey)
  4. 16% of CMOs consider addressing regulatory environments (e.g. public health, climate, geopolitical, privacy etc.) their top priority. (Deloitte)
  5. 51% of CMOs consider improving sustainability of internal marketing practices their number one priority, while 47% consider promoting more sustainable product and service offerings their number top priority. (Deloitte)
  6. 45% of CMOs consider establishing long-term sustainability commitments their top priority. (Deloitte)
  7. 25% of CMOs consider nudging consumer action that promotes sustainability their top priority. (Deloitte)
  8. 66% of customers have stopped buying from companies whose values didn’t align with theirs — up from 62% in 2020. (Salesforce)
  9. 88% of customers expect companies to clearly state their values. (Salesforce)
  10. 64% 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. 78% of global customers admire companies that take action to reduce their impact on climate change. (BCG)
  12. 57% of customers indicated that, in general, they are more loyal to brands that commit to addressing social inequities. (Deloitte)
  13. 90% of Gen Z shoppers say they are more willing to purchase products that they deem beneficial to society. (Deloitte)
  14. 70% of customers want to know how the brands they support are addressing social and environmental issues. Increasingly, companies are tying corporate social responsibility to their loyalty programs. (Loyalty360)

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. 56% of program owners are satisfied or very satisfied with their loyalty program, stating that their existing rewards program contributes to sales, delivers great ROI, and is popular among customers. (Antavo)
  2. On average, 16.2 people are actively involved in loyalty program management at their organizations, and 40.7% of businesses have a dedicated loyalty team leading the loyalty program, composed of employees from various departments. (Antavo)
  3. 78.6% 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)
  4. On average, the companies surveyed have invested or plan to invest $375K USD in the launch or revamp of their loyalty program. (Antavo)
  5. 71.4% of program owners who have revamped their loyalty program in the past two years are satisfied with their new programs. (Antavo)
  6. 7-13 months is the amount of time needed for 49.0% of respondents to revamp their loyalty programs. (Antavo)
  7. 67.3% of companies revamped their loyalty program in the past two years have involved external resources for technology changes/upgrades. (Antavo)
  8. 80.0% 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)
  9. According to our survey, of respondents whose company offers a loyalty program, 81.9% plan to increase or significantly increase their investments in customer loyalty over the next three years. (Antavo)
  10. 52.6% of companies planning to launch a loyalty program in the next two years will manage their program through an internal team. (Antavo)
  11. 52.6% of future program owners said they will handle technology-related changes together with an outsourced team, like a third-party technology vendor. (Antavo)
  12. 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)
  13. Organizations with a loyalty program that includes tiers reported a 1.8x higher return on investment than those that don’t offer tiers. (Antavo)
  14. 20.7% of respondents offering a loyalty program classified their program as more emotional than rational. (Antavo)
  15. When asked, 40.5% of program owners reported that they utilize some form of personalized reward or offer. (Antavo)
  16. 91% of executives say their loyalty program should provide more rewards or benefits. (PwC)
  17. 29% of customers want early access to sales or limited editions. (Fresh Relevance)
  18. 44.6% of companies introducing a loyalty program plan on using third-party technology from a dedicated vendor; 21.4% plan to run their program in-house; and 33.9% are undecided. (Antavo)
  19. According to survey results, 49.1% of loyalty programs are managed by a loyalty technology solution vendor and 50.9% of loyalty programs are managed by in-house technology. (Antavo)
  20. 44.0% of companies with a loyalty program report that the marketing team is very dependent on the IT team to manage the program. (Antavo)
  21. 70.4% of respondents whose company offers a loyalty program or plans to launch a loyalty program in the next two years agree or strongly agree with the fact that being able to set up loyalty rules without coding would be an asset for the company. (Antavo)
  22. 53.6% of companies planning to launch their loyalty program in the next two years say that their program will be more emotional than rational. (Antavo)
  23. 65.2% of companies that do not currently offer experiential rewards say that they plan to introduce this feature within the next three years. (Antavo)
  24. 77.3% of existing loyalty program owners plan to reward non-transactional behavior in the next three years. (Antavo)
  25. 29.3% of respondents report that personalization is their most important investment in the coming years. (Antavo)
  26. Almost half the respondents, 48.3%, confirm that they plan to offer personalized rewards and offers in the next three years. (Antavo)
  27. 60% 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)
  28. Top-performing loyalty programs are seeing up to 4x the benefits of other programs. Consumers were 10% more likely to shop with an organization with a top loyalty program, 14% were more likely to increase frequency of purchases, and 12% were more likely to recommend the brand to others, when compared with results for bottom quartile programs. (McKinsey)
  29. Familiarity with loyalty programs varies widely across industries, from 30% for airlines to 75% for transportation apps. (McKinsey)
  30. Grocery and retail loyalty programs are the most frequently used, with 70% of Australian consumers reporting using their grocery loyalty program almost every time they shop. (McKinsey)
  31. 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)
  32. 65% of US online consumers who belong to loyalty programs say that members-only offers are important to them. (Forrester) [4]
  33. 64% of US online adult consumers who belong to a loyalty program spend more with brands where they participate in the loyalty program. (Forrester) [5]
  34. Among the many reasons why people regularly patronize a business, getting good value was the top reason, at 53%. In addition, 30% said they like the benefits, rewards and privileges — discounts, rebates and special access or offers — they get with a preferred company’s loyalty program. (PwC)
  35. When it comes to the subscription services they use, 33% of consumers say they like discounts and rewards the most. (PwC)
  36. 43% of customers prefer a loyalty program that has flexibility in rewards. (PwC)
  37. 50% of US online adults who belong to loyalty program(s) agree that getting messages, offers, or promotions that are more relevant for them is a key reason they join loyalty programs. (Forrester) [6]
  38. 55% would use loyalty programs more if the rewards were personalized and better reflected their individual needs. 55% would use programs more if rewards applied to multiple brands. (Salesforce)

The Bottom Line

With this overview of the most exciting customer loyalty, loyalty marketing, and loyalty program statistics for 2023 and beyond, you have all the metrics to support your loyalty business case. With countless choices surrounding customers, businesses need to up their game to stay on shoppers’ minds and keep them from choosing a competitor.

By putting an emphasis on customer experience and personalization, and by focusing more on emotional loyalty, companies can create a strong bond with their customers and inspire them to continue being loyal.

Would you like to discuss launching or revamping a loyalty program with an expert? Don’t hold back, get in touch with Antavo’s team to hear more about how our technology can make your loyalty program concept come to life. Simply book a demo or include us in your RFP.

Meanwhile, use our Loyalty Management Platform Comparison Worksheet as a guide to find the loyalty program provider that is capable of meeting your expectations and deliver the best results possible for your business.

A banner encouraging readers to download Antavo’s worksheet to compare loyalty program providers.

Used Sources

Headshot of Barbara Kekes-Szabo Loyalty Program Specialist at Antavo

Barbara Kekes-Szabo

Barbara is a Loyalty Program Specialist at Antavo and a Certified Loyalty Marketing Professional - CLMP. She is also a writing expert with several years of experience in marketing and also in the information technology industry. In her free time she likes traveling the world, reading crime stories, and doing crossword puzzles.

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