Top 157 Customer Loyalty Statistics and Benchmarks for 2022 and Beyond

Level up your loyalty marketing with the latest insights to keep customers coming back. 100% data-backed with 157 customer loyalty statistics.

Antavo’s cover for the article about the most relevant customer loyalty statistics for 2022 and beyond.
Antavo’s cover for the article about the most relevant loyalty statistics for 2022 and beyond.

Let’s take a deep dive into customer loyalty statistics to find out what metrics are set to shape the coming years. Because MarketsandMarkets forecasts the global loyalty management market size will grow from USD 8.6 billion in 2021 to USD 18.2 billion by 2026, it is crucial for companies to be aware of these numbers. Looking through the collection you will not only find a list of customer loyalty, loyalty marketing, and loyalty program statistics but also answers to your 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 did the pandemic change the ways people interact with their favorite brands? You’ll definitely find the answer among the 150+ customer loyalty, loyalty marketing, and loyalty program statistics we have collected for you.

We’ve gathered the most exciting customer 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, Bloomreach, dotdigital, Fresh Relevance, Klaviyo, Mapp Digital, 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.

Understanding Purchase Decisions – Customer Behavior Statistics

Ever since the eCommerce boom, a great change in customer behavior is taking place. It goes beyond the continued phenomenon of Millenials and Gen Z constantly being on their phones. No more mature age groups have started to discover the benefits of online shopping as well, and more and more purchase decisions are being influenced by social media. In order to ensure growth, companies need to adapt to these emerging trends, understand ever-changing demands, and look for additional ways to engage with customers.

  1. Online shopping is projected to grow to 27% of overall retail sales by 2023. (Forrester)
  2. Around 80% of customers will see the world as all digital, with no divide. (Forrester)
  3. In the US, 57% of B2C e-commerce sales flow through marketplaces today. (Forrester)
  4. 17% of B2B buyers said that the competence demonstrated during the buying process was the most significant driver of purchase choice. (Forrester)
  5. Two out of three Americans said that their social values now shape their shopping choices. (McKinsey)
  6. 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)
  7. 37% of millennials, while not the majority, indicated that they would stop buying from a brand that was not aligned to their values. (McKinsey)
  8. The majority of customers—61% across all generations—want brands to take action on societal issues. This expectation increases to 76% for millennials and Gen-Z customers. (McKinsey)
  9. 61% of younger Americans are likely to organically post about brands they like; compelling sustainability commitments can shape the brand narrative spread on social media by customers. (McKinsey)
  10. For Gen Z, social media—primarily TikTok and YouTube—has eclipsed other influencing forces: 39% indicated their purchase decisions are swayed by social media; 24% by point of sale; and only 14% by friends and family. (McKinsey)
  11. 77% of e-Commerce decision-makers agree that digital commerce is/will become the most important sales channel within one to three years. (Bloomreach)
  12. 78% of podcast listeners said they would be influenced by audio content in their purchase journey. (Ogilvy)
  13. For every channel that influencer marketing is added to, the potential to increase ROI by up to 30% is introduced. (Ogilvy)
  14. While click-and-collect is on the rise in some channels (grocery, mass), physical stores remain the primary point of purchase—about 75% of purchases still take place here, and 5% through click-and-collect, according to customers. (McKinsey)
  15. 60-70% of customers are shopping in an omnichannel way; social media is the new window shopping. (McKinsey)
  16. 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)
  17. 19.5% of total global retail sales are made through e-commerce. (BCG)
  18. 65% of Gen Z customers have spent money on a virtual item that exists only within the confines of a video game. (BCG)
  19. Data privacy requirements and distrust drove 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)
  20. 18% of luxury shoppers bought a luxury item that they saw in virtual online games. (BCG)
  21. Almost 85% of journeys will start online by 2023. (BCG)
  22. 32% made a purchase during or immediately after an online livestream shopping session. (BCG)
  23. 29% of 65-74-year-olds and 34% of 55-64-year-olds now buy household supplies online every few months. (Acxiom)
  24. 65% of the population is spending less time in stores. (Acxiom)
  25. Additionally, 60% of customers say their shopping is mostly limited to essential goods. In addition, 65% say they are spending less on home luxuries, and 57% are making fewer impulse purchases. (Acxiom)

The Power of Data – Company Side 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 strategy 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 collected allows companies to create more sophisticated segments and perfect their personalization strategy.

  1. 78% of marketers say their customer engagement is data-driven. (Salesforce)
  2. 57% of companies in Asia-Pacific say they are not effectively leveraging first-party data. (BCG)
  3. Only 30% of companies are creating a single customer view across channels. (BCG)
  4. 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)
  5. 75% of the surveyed global executives said they will invest more in delivering hybrid experiences over the next 12 months. (Deloitte)
  6. 43% of surveyed executives are investing in hybrid experiences to increase personalization and make their offering more innovative; 38% plan to offer more inclusive experiences. (Deloitte)
  7. 34% of companies generally treat customers as unique individuals. (Salesforce)
  8. 80% of marketers say customer experience is a key competitive differentiator. (Salesforce)
  9. 72% of marketers say meeting customer expectations is more difficult than it was a year ago. (Salesforce)
  10. 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)
  11. Persistent digital engagement will become the norm, with 70% of marketers adopting an “always on” digital engagement strategy in 2022. (Forrester)
  12. Martech’s slice of the marketing budget will increase to 25% in 2022. (Forrester)
  13. 88% of CMOs plan to invest in first-party data capture and management in 2022. (BCG)
  14. There has been a 1.5-2.9x uplift in revenue for companies using first-party data for key marketing initiatives. (BCG)
  15. By 2025, 20% of B2C revenue will be generated from recurring revenue models, causing profound shifts in marketing strategies, spend, and channels (Gartner)
  16. 63% of digital marketing leaders surveyed still report that leveraging integrated customer data for digital marketing execution presents a major challenge. (Gartner)
  17. Nearly 60% of US retail sales will be digitally impacted/influenced by 2023. (BCG)
  18. The intelligent virtual assistant market size is expected to record a 37% CAGR from 2020 to 2027. (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)

What Keeps Shoppers Loyal? – Customer Loyalty Statistics

Following the recent hyperjump in digital transformation, businesses have to be aware of the modern customer’s 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 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. 82% of customers say that they will continually buy from a brand they trust, even over brands that become trendy at the moment. (Klaviyo)
  2. Social proof cues are also important to customers, with nearly 30% being more likely to purchase if the online store shows product ratings and reviews from other customers. (Fresh Relevance)
  3. Price is key to customers, with 44% saying they stay loyal to brands that offer great value for money. (Fresh Relevance)
  4. Nearly a third of loyal customers, aged 16-24, want online retailers to make it easy for them to discover more products they might like. Younger demographics are also keen for online stores to help them imagine how the product will look in real life, so adding user-generated content to product pages is a great way to go. (Fresh Relevance)
  5. For 80% of customers, seamless experiences across channels, and product availability wherever they shop, are highly important. (McKinsey)
  6. 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)
  7. 40% of shoppers would switch brands if a new brand offered a better price; 35% because they wanted to try something new and 20% if the new brand was recommended by family and friends. (Fresh Relevance)
  8. 79% of buyers would change suppliers/retailers if they had a poor experience; almost 80% are likely to tell others through word-of-mouth and 53% of buyers are likely to tell others through online ratings and reviews. (Bloomreach)
  9. 34% of customers want online retailers to highlight spending thresholds that unlock an incentive such as free or next-day delivery. (Fresh Relevance)
  10. 78% of customers globally admire companies that take action to reduce their impact on climate change. (BCG)
  11. 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)
  12. 57% indicated that, in general, they are more loyal to brands that commit to addressing social inequities. (Deloitte)
  13. 90% of Gen Z says they are more willing to purchase products that they deem beneficial to society. (Deloitte)
  14. 80% of customers place the same emphasis on flawless engagement as they do on product quality. (Salesforce)
  15. 99% of customers believe companies need to improve their trustworthiness. (Salesforce)
  16. 30% – that is how high the customer churn rate can be in some global markets. (Deloitte)
  17. 83% of customers expect flexible shipping and fulfillment options such as buy-online-pick-up-in-store. (Salesforce)
  18. 62% of customers say their experiences with one industry influence their expectations in others. (Salesforce)
  19. Product experience and interaction experience, which have the biggest impact on customer loyalty, account for over 36% and 30.4% change in customer loyalty, respectively. (Gartner)
  20. 46% of respondents think that reliability is key to brand loyalty. (PwC)

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. 40% of shoppers miss being able to touch and try products before buying them. Address this by providing as much information about the product as possible, from product videos to customer-generated reviews, photos, and AR features that help shoppers visualize the products in their homes. (Fresh Relevance)
  2. 26%of customers say a frustrating website experience hurts their opinion of the overall brand. (Fresh Relevance)
  3. Companies that have implemented AI features or machine learning tools report an improved ability to update their strategy, have a greater understanding of customer intent, and overall benefit from better customer insights. 54% state that a lack of customer knowledge is currently their biggest challenge in providing the best experience for customers. (Mapp Digital)
  4. 89% of decision-makers think a good customer experience strategy is important or very important in achieving business objectives. Nearly the same amount (88%) agree that it is important to understand changing customer needs to improve customer experience. Despite this sentiment, many companies are uncertain about how they can improve their customer experience strategy. (Mapp Digital)
  5. Only 33% of eCommerce businesses provide a personalized experience on their website. (Mapp Digital)
  6. 85% of retailers regard personalized offers as important or very important to customer experience. (Loyalty360)
  7. 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)
  8. It pays to treat shoppers according to their lifecycle stage, with 38% of loyal customers finding it frustrating to see exclusive offers aimed at new shoppers. (Fresh Relevance)
  9. 20% of customers are more likely to be loyal to an online retailer that personalizes emails based on customer data. (Fresh Relevance)
  10. Buyers want easy navigation, relevant search results, and the ability to refine results. But in reality, 79% have experienced issues with search and navigation and only about a third of buyers are completely satisfied with their research experience or purchase experience on direct websites. (Bloomreach)
  11. Most customers value ratings and reviews as supporting tools. Nonetheless, 77% faced challenges with finding supporting content. Half or more firms don’t provide supporting content like comparison tools and how-tos. (Bloomreach)
  12. Buyers want product images, clear pricing, detailed product information, and product availability. 75% faced challenges with product information and features. Only about a third of firms offer detailed product information today, although it is a basic capability. (Bloomreach)
  13. 98% of respondents agree that the adoption of digital intelligence technologies to capture customer insights is important. (Mapp Digital)
  14. Done correctly, behavioral segmentation becomes the foundation for creating personalized customer experiences. Such initiatives have yielded increases of 10 to 20% in customer acquisition, 10 to 15% in long-term value and retention, and 20 to 30% in satisfaction and engagement. (McKinsey)
  15. Over 60% of US customers have encountered out-of-stock items in the last three months. When this happened, only 13% waited for the item to come back in stock versus 39% who switched brands or products and 32% who switched retailers. (McKinsey)
  16. 80% of customers say they are more likely to do business with a company if it offers personalized experiences. (BCG)
  17. 64% of customers expect companies to respond and interact with them in real time. (BCG)
  18. 45% of Chinese customers’ purchase decisions are influenced by key opinion leaders/ influencers. (BCG)
  19. 68% of respondents said they found it helpful when a brand they regularly shopped with provided them alerts when items go on sale. (Deloitte)
  20. 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)
  21. 69% of customers want companies to translate the products and services they’ve enjoyed all along into new formats (namely, digital versions of in-person experiences). Gen Z has a particularly strong craving for digital innovation. (Salesforce)
  22. 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)
  23. 52% of customers expect offers to always be personalized. (Salesforce)
  24. 80% of customers agree the experience a company provides is as important as its products or services (Salesforce)
  25. 60% of customers are open to the use of AI to improve their experiences. (Salesforce)
  26. Just 16% of customers said a service or support experience exceeded their expectations (Gartner)

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 2022, loyalty marketing is key to achieving high engagement numbers. This means upcoming loyalty programs need to align with companies’ strategies, otherwise, they won’t gain traction. Because of the pandemic, companies are realigning their marketing strategy to be able to digitally connect with their customers. One of these strategies is email marketing, which is another important initiative for businesses, as well as other channels like SMS marketing, streaming and podcast ads, etc.

  1. Loyalty program owners generally agree on the heightened role of loyalty programs. 66.4% said 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. Email marketing is a crucial channel within your cross-channel marketing flows, with an estimated average ROI of 400%. (Mapp Digital)
  4. SMS marketing is on the rise. In fact, 75% of customers say they’re open to receiving texts from brands they care about. (Klaviyo)
  5. 85% of Americans say they’ve been texted by a brand recently. Of those, 65% say they usually feel secure interacting with them via SMS. (Klaviyo)
  6. Email marketing is not only marketers’ most-used vehicle—88% of companies employ it—but it has one of the highest returns on investment, generating an average of $38 for every $1 spent, whether that’s by getting members to redeem their points, making them aware of new benefits, highlighting partners, or acknowledging recent activity. (McKinsey)
  7. Personalized A/B testing elements such as email tone and language, timing, and imagery can increase conversion and click-through rates by 15 to 30%. (McKinsey)
  8. 37% of respondents identified email as the most effective tool for improving customer loyalty and retention. (dotdigital)
  9. 63% of millennials are willing to share personal data to get personalized offers and discounts. (BCG)
  10. 76% of customers prefer different channels depending on context. (Salesforce)
  11. Mobile messaging, for instance, is used by 69% of marketers, and nearly two-thirds of organizations use audio media like podcasts and streaming ads. (Salesforce)
  12. 90% of marketers say their digital engagement strategy has changed since before the pandemic, and 89% say their marketing channel mix has changed. (Salesforce)
  13. 78% of marketers say they engage customers in real time across one or more marketing channels. (Salesforce)
  14. 84% of marketers say they adapt marketing strategies and tactics based on customer interactions. (Salesforce)
  15. 33% of marketers are planning to use user-generated content, and 27% influencer marketing. (Salesforce)
  16. 73% of marketers already use livestream video, and 57% use virtual customer communities. (Salesforce)
  17. Brands are investing 72.2% of their marketing budgets across digital channels (Gartner)
  18. Email marketing adoption is nearly universal, as 94% of respondents currently use an email marketing platform. (Gartner)
  19. 64% of marketing leaders plan to increase email marketing investments. (Gartner)
  20. 43% of marketers outsourced email marketing as part of a response to 2020’s disruptive events and 41% of marketers plan to outsource email marketing to an external partner to better respond to future disruptions. (Gartner)

Altering Behaviors in Changing Times – Post-Pandemic Loyalty Statistics

The Covid-19 pandemic has had lasting effects on businesses all over the world. Since a great number of customers have changed their preferences for brands and providers due to numerous restrictions, brick-and-mortar and a number of eCommerce retailers have focused their activities on better understanding and ‘loyalizing’ the customer base. Amidst these varying customer retention and acquisition challenges, loyalty programs have been recognized as an effective solution to adapt to changing customer realities, helping to move past a crisis.

  1. 93% of buyers say COVID has changed their behavior toward shopping. They’re primarily buying online as much as possible. (Bloomreach)
  2. Customer behavior is changing. Nearly 1 in 4 customers purchased from a brand they hadn’t tried before during peak season 2021 and have switched brands more frequently since the Covid-19 pandemic began. (Fresh Relevance)
  3. Loyalty programs performed extremely well during the Covid-19 pandemic. Results show that for 62.1% of the respondents, loyalty programs have helped to keep their customers engaged during the Covid-19 crisis. (Antavo)
  4. According to the data, through Covid-19, members in higher tier levels had a 29.6% higher visit frequency. (Antavo)
  5. It’s no secret the pandemic accelerated digital business models. 65% of businesses in the UK have accelerated digital and technology innovation more than they had planned due to the COVID-19 pandemic (Mapp Digital)
  6. 40% of US online adults say that they enjoy shopping in stores a lot less now compared with before the pandemic. (Forrester)
  7. 56% of US customers believe that companies should have figured out how to handle pandemic-related disruption by now. (Forrester)
  8. 55% of companies accelerated their AI strategy and adoption because of COVID-19. (BCG)
  9. 50% of customers in emerging markets indicated an expanded usage of online retailers compared with before the pandemic. (BCG)
  10. 51% of customers reported using digital wallets more than they did before the pandemic. (BCG)
  11. Before the pandemic, just 15% of 65-74-year-olds and 18% of 55-64-year-olds bought groceries online monthly. That proportion has increased significantly to 26% and 28%, respectively. (Acxiom)
  12. Almost four in five people could cite a time when a brand responded positively to the pandemic and one in five strongly agreed it led to increased brand loyalty on their part. (Deloitte)
  13. More than 70% of customers agreed that they value digital solutions that deepen their connection with other people, and 63% believe they will rely on digital technologies more than they did prior to the pandemic. (Deloitte)
  14. 58% of respondents could recall at least one brand that quickly pivoted to better react to the “new normal” induced by COVID-19; 82% said they did more business with the brand as a result. (Deloitte)
  15. 88% of customers expect companies to accelerate digital initiatives due to COVID-19. (Salesforce)
  16. 69% of customers say companies should offer new ways to get products and services due to COVID-19. (Salesforce)
  17. 83% of marketers say their ability to meet customer expectations depends on their digital capabilities. The same percentage say their work will be more technology-driven after the pandemic than before. (Salesforce)
  18. Due to the pandemic, customer utilization of mobile apps is growing: 29% of customers reported increasing their usage of mobile app payment in stores as a result of the pandemic (Gartner)
  19. Since the onset of the pandemic, more than 75% of customers have changed their buying habits. In a historic shift in brand loyalty, 39% have either changed brands or retailers, and 79% of those intend to continue exploring their options in the new normal. (McKinsey)

The Present and Future – 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. According to the statistics below, loyalty programs that companies are planning to launch in the next three years will focus more on emotional loyalty and will offer experiential rewards, rather than transactional incentives. The three most influential loyalty program trends for the coming years are: a seamless omnichannel experience, personalization, and the ability to leverage loyalty data.

  1. Loyalty programs are extremely popular in retail, with 71% of analyzed retail brands adopting loyalty programs. (Gartner)
  2. 26% of respondents consider loyalty programs a factor to remain loyal to a brand. (PwC)
  3. 56.0% 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)
  4. The majority of the respondents, 71.6%, said they were “likely” or “very likely” to revamp their existing loyalty program in the next three years. (Antavo)
  5. 67.2% of respondents offering a loyalty program reported that their organization measures the ROI of loyalty. 93.1% of those who do measure returns said they saw a positive ROI. (Antavo)
  6. 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)
  7. For respondents whose company will launch a loyalty program within the next two years, better customer engagement also ranked highest on the list. (Antavo)
  8. Organizations with a loyalty program that includes tiers reported a 1.8x higher return on investment than those which don’t offer tiers. (Antavo)
  9. 20.7% of respondents offering a loyalty program classified their program as more emotional than rational. (Antavo)
  10. When asked, 40.5% of program owners reported that they utilize some form of personalized reward or offer. (Antavo)
  11. 29% of customers want early access to sales or limited editions. (Fresh Relevance)
  12. 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)
  13. 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)
  14. 44.0% of companies with a loyalty program reported that the marketing team is very dependent on the IT team to manage the program. (Antavo)
  15. 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)
  16. 53.6% of companies planning to launch their loyalty program in the next two years said that their program would be more emotional than rational. (Antavo)
  17. 65.2% of companies that do not currently offer experiential rewards stated that they plan to introduce this feature within the next three years. (Antavo)
  18. The numbers indicate a potential uptick in rewarding non-transactional behavior among existing program owners, with 77.3% planning to do so in the next three years. (Antavo)
  19. 29.3% of respondents reported that personalization was their most important investment in the coming years. (Antavo)
  20. Almost half the respondents, 48.3%, confirmed that they plan to offer personalized rewards and offers in the next three years (Antavo)
  21. Our research has found that top-performing loyalty programs can boost revenue from customers who redeem points by 15 to 25% annually, by increasing either their purchase frequency or basket size, or both. (McKinsey)
  22. The reduced redemption ticket is also a way to create additional price discrimination for loyal customers. When companies provide a points-plus-cash option, redemptions sometimes increase by 20 to 25%. When correctly accounted for, it can be a game-changer for overall program profitability. (McKinsey)
  23. While a typical active loyalty program member spends 10% more than someone who is enrolled but not active, members who redeem rewards spend 25% more than enrolled but inactive members. (McKinsey)
  24. 70 % of customers would be likely or extremely likely to use a “Pay with Points” option if it were available. (The Wise Marketer)

+ Bonus: Loyalty Industry Benchmarks

Based on our Global Customer Loyalty Report 2022 we’ve examined the major loyalty program trends, features and technologies in three regions Europe, North America, and APAC. We’ve analyzed data for the regional reports from over 320 CMOs, CRM executives, and loyalty professionals from all over the world, as well as behavioral data sourced from over 25.8 million loyalty member actions. We’ve compared these findings to discover the biggest challenges, investments and trends surrounding loyalty programs.

The Current State of Loyalty Programs

As the past few years have completely transformed the goals and expectations of loyalty programs we’ve examined how businesses in each region evaluated the performance of their rewards programs, how satisfied they are and how likely they are to revamp their loyalty program in the next three years. As well as whether they would classify their program as rational or emotional.

Loyalty statistic benchmarks for Antavo’s global and regional loyalty reports regarding the current state of loyalty programs.

Investing in Loyalty

Loyalty programs help keep customers engaged and they’re capable of driving a multitude of business KPIs. All three regions plan to increase their investments in customer loyalty over the next three years. We’ve also examined which region is the most diligent when it comes to tracking ROI and which is the most eager to engage customers outside of the buying cycle.

Loyalty statistical benchmarks for Antavo’s global and regional loyalty reports about investment in loyalty programs.

Personalizing the Loyalty Experience & Rewards

Personalization is very important in order to build trust and loyalty. And customers love effortless and personalized experiences. More and more brands start realizing this and start introducing personalized offers and rewards. It is already strongly represented in the current loyalty program landscape, but the trend will be even more prevalent in the future and will become a defining factor for loyalty programs.

Loyalty statistical benchmark for Antavo’s global and regional loyalty reports regarding the personalization of loyalty experience and rewards.

Technology & Loyalty Platform Expectations

Changing customer expectations have brought technical challenges among them. Regarding technology, companies can either use in-house or a third-party solution, we’ve compared which approach is more popular in the three regions. Nevertheless, of which technology the company decides to choose, there’s a general concern about the marketing team’s dependence on the IT team. Therefore being able to set up loyalty rules without coding would be an asset for the companies.

Loyalty statistical benchmark for Antavo’s global and regional loyalty reports regarding technology and loyalty platform expectations.

The Bottom Line

With this overview of the most exciting customer loyalty, loyalty marketing, and loyalty program statistics for 2022 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 top of 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.

Wish to discuss launching or revamping a loyalty program? Don’t hold back, get in touch with Antavo’s experts 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, for a comprehensive walkthrough of must-have loyalty program features, key types of loyalty programs, and to learn what makes a smooth loyalty program launch, check out our in-depth ebook.

A banner recommending to download Antavo’s ‘The Definitive Guide to Creating a Successful Loyalty Program’ ebook

Used Sources

Headshot of Barbara Kekes-Szabo Loyalty Program Specialist at Antavo

Barbara Kekes-Szabo

Barbara is a Loyalty Program Specialist at Antavo. 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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Discover the most relevant loyalty program trends and brand loyalty statistics of 2022 from Antavo’s Global Customer Loyalty Report 2022!

Which Types of Loyalty Programs Are a Match for Your Business
Articles by Timi Garai • October 10, 2021 • 9 min read

10 Best Types of Loyalty Programs and How to Replicate Their Success

Finding the best types of loyalty programs that benefit you the most might seem difficult, but Antavo will help you find the most fitting loyalty structure.

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Antavo's listing in Gartner.
Antavo's inclusion in Forrester.