The Top 221 Customer Loyalty Statistics for 2025 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 size was valued at $13.31 billion in 2024 and is projected to grow from $15.19 billion in 2025 to $41.21 billion by 2032, exhibiting a CAGR of 15.3% during the forecast period. That’s why it’s crucial for companies to be aware of these numbers. Prepare yourself for the most extensive compilation of customer loyalty statistics for the year 2025!

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 2025

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?
• What impact does AI have on the loyalty market? 

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

In an era where data privacy regulations are tightening and third-party cookies are fading, first-party data has become the lifeblood of successful marketing strategies. With direct access to customer behavior and preferences, brands can build accurate segments that reflect real-world engagement. This shift enables more relevant messaging, better campaign performance, and stronger customer trust. As businesses navigate this transition, those who embrace the richness of first-party data will gain a lasting competitive edge by tailoring experiences with precision, across every channel and interaction.

1. 63% of digital marketing leaders surveyed still report that leveraging integrated customer data for digital marketing execution presents a major challenge. (Gartner)
2. 45% of CMOs increased their paid search budget this year, and 40% increased their SEO investment. (Gartner)
3. By 2028, digital marketers are expected to allocate 30% of their paid social budget to support advertising and partnerships on subscription-based channels. (Gartner)
4. By 2028, mass digital detoxing will force CMOs to spend 70% of their total marketing budget on offline channels to better engage consumers. (Gartner)
5. By 2027, 85% of customer data will be generated from automated interactions or those led by AI agents. (Gartner)
6. 82% of CMOs say one-to-one personalization isn’t realistic right now, and their biggest cited obstacle is unclear ownership or access to data and tools, an integral part of activating personalized marketing. (PwC)
7. 88% of CMOs say privacy rules are making personalization more difficult. (PwC)
8. 52% of CMOs say they clearly explain the value of their data policies to customers. (PwC)
9. 48% of CMOs say building trust with customers through privacy and consent is a high priority. (PwC)
10. 36% of CMOs say managing data is a major challenge. (PwC)
11. 45% of CMOs strongly agree that they have the necessary data to meet changing customer needs, but only 38% say the same about using it effectively. (PwC)
12. 91% of CMOs say more frequent and/or broader cyber attacks pose a moderate or serious risk to their company. (PwC)
13. 89% of C-Suite marketers recognize that employees as influencers hold immense value for their businesses. (Ogilvy)
14. 80% of business leaders agree that generative AI will increase efficiencies in their business, and 52% agree that it will increase growth opportunities. (Deloitte)
15. 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)
16. Nearly 45% of the businesses have changed their organization’s marketing priorities because of the economic downturn. (Acxiom)
17. The brands that do invest in communities are already enjoying some long-term rewards. The brands that have fandoms focused on the benefits they offer report that almost 40% of engaged community members are more loyal and tend to spend more over time. (Acxiom)
18. 39% of brands say that a larger customer lifetime value is the biggest benefit of investing in a community or fandom. (Acxiom)
19. 39% of brands say that increased customer loyalty is the biggest benefit of investing in a community or fandom. (Acxiom)
20. 36% of brands say that improved customer engagement is the biggest benefit of investing in a community or fandom. (Acxiom)
21. 64% of customers say it is important for brands to demonstrate a commitment to inclusivity through their products and services, and this is even more important for younger age groups. (Acxiom)
22. 34% of consumers say a brand’s marketing and communications should be inclusive, for example, by ensuring they can be accessed in multiple languages. (Acxiom)
23. 68% of brands believe they offer a clear value exchange for capturing their customers’ information. (Acxiom)
24. 67% of brands believe their customers have a good understanding of how their data is used for marketing and advertising. But only 56% of consumers say this is the case. (Acxiom)
25. 78% of brands feel they are meeting customer expectations around personal data collection. But only 49% of consumers say they are satisfied with the current level of data transparency that companies provide. (Acxiom)
26. Only 32% of marketers are completely satisfied with how they use customer data to create relevant experiences. (Salesforce)
27. 34% of marketers are completely satisfied with the way they are unifying customer data. (Salesforce)
28. Marketers use an average of nine different tactics to gain a better understanding of their audience across the entire customer journey. (Salesforce)
29. 80% of marketers use loyalty programs to capture customer data. (Salesforce)
30. 85% of marketers use customer retention content for existing customers, like loyalty program invitations, for personalization. (Salesforce)
31. 58% of marketers say loyalty data is fully integrated throughout all functions and departments. (Salesforce)
32. Only 48% of marketers track customer lifetime value (CLV). (Salesforce)
33. 78% of marketers are satisfied with their ability to engage customers across channels. (Salesforce)
34. 71% of customers are increasingly protective of their personal information. (Salesforce)
35. 64% of customers believe companies are reckless with customer data. (Salesforce)
36. 60% of businesses track contribution to improving CX quality or loyalty. (Forrester)
37. 45% of consumers feel more comfortable with brands using purchase history than their online browsing history. (Gartner)
38. 45% of Consumers are also more open to personalization based on communication preferences or personal preferences, such as a hobby. (Gartner)
39. 62% of consumers would rather give up more relevant and personalized experiences than have their digital behaviors tracked. (Gartner)

2. What Keeps Shoppers Loyal? – Customer Loyalty Statistics

Customer loyalty is no longer measured solely by repeat purchases; it’s about cultivating relationships that deepen over time. The brands that win are those that recognize loyalty as a key driver of long-term customer value. That means going beyond rewards programs to build trust through consistency, proactive service, and meaningful recognition. As studies show, loyal shoppers spend more across their lifetime and are more likely to recommend the brand to others, turning satisfied customers into advocates, and advocacy into growth.

40. 80% of customers say the experience a company provides is as necessary as its products and services. (Salesforce)
41. 65% of customers expect companies to adapt to their changing needs/preferences. (Salesforce)
42. 72% of consumers say better deals made them switch to another brand. (Salesforce)
43. 81% of customers expect faster service as technology advances, and 73% expect better personalization. (Salesforce)
44. Product experience and interaction experience, which have the biggest impact on customer loyalty, account for over 36% and 30% of the change in customer loyalty, respectively. (Gartner)
45. 13% of consumers feel less loyal to brands and retailers than they did a year ago. (Fresh Relevance)
46. 71% of the consumers we surveyed actively shop around to get the best deal on a product or service, and 61% are likely to switch to an alternative brand if it’s cheaper. (Acxiom)
47. 65% of consumers want to be rewarded for their loyalty, and 72% are willing to stay loyal to a brand if they offer discounts and rewards. (Acxiom)
48. 56% of customers are most likely to repurchase from a company if they receive personalized loyalty rewards and programs.(Acxiom)  
49. 60% of consumers would choose a brand that offers a loyalty scheme over one that does not. (Acxiom)
50. 59% of consumers believe they should receive benefits (like discounts or rewards) as a new customer, and a significantly greater 78% believe they deserve rewards for being a loyal customer. (Acxiom)
51. 78% are more likely to stay loyal to a brand if they receive rewards in return for their continued investment. (Acxiom)
52. 66% of consumers say that discounts or rewards not available to all customers would make them more likely to consider a brand for their next purchase. (Acxiom)
53. 52% of consumers say that offers or rewards that are tailored to their preferences would make them more likely to consider a brand for their next purchase. (Acxiom)
54. 40% of consumers say that early access to sales would make them more likely to consider a brand for their next purchase. (Acxiom)
55. 40% of consumers report canceling a membership or subscription due to a lack of value for money. 31% because the rewards felt inadequate, and 29% due to poor customer service. (Acxiom)
56. 91% of organizations offer some form of reward to their customers. (Acxiom)
57. Among the 91% of brands offering rewards or benefits, 56% place a strong emphasis on their most loyal customers. (Acxiom)
58. 91% of consumers are more likely to engage with brands that tailor their approach to be personally relevant to them. (The Wise Marketer)
59. On average, 27% of a loyalty program’s marketing budget is dedicated to customer loyalty and CRM. (Antavo)
60. 83% of program owners who measure ROI reported a positive return on investment. They said that their loyalty program generates 5.2 times more revenue than it costs. Last year it was 4.8X. (Antavo)
61. 67% of companies plan to increase investment in retention during the economic downturn. Only 4% of the respondents plan to decrease investment in retention. (Antavo)
62. 2x more companies want to increase their investment in retention than acquisition. (Antavo)
63. 9 out of 10 companies with an existing program plan to revamp it in the next three years. Last year it was 8. (Antavo)
64. 6 out of 10 program owners confirmed that they had already made significant changes to their loyalty program in the past two years. (Antavo)
65. 6.5 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)
66. Only 39% of marketers say their customers get full loyalty program functionality across touchpoints. (Salesforce)
67. 29% of CMOs say attracting and retaining customers is a major challenge. (PwC)
68. 76% of CMOs say complying with privacy regulations is a challenge, and it makes it difficult to build trust and find lasting customer loyalty. (PwC)
69. 78% of people report being swayed by influencers to adopt greener practices. (Ogilvy)
70. More than a third of consumers say environmental sustainability is important to purchase decisions, and more than 75% of these consumers are looking for environmentally friendly products and packaging. (KPMG)
71. 50% of under-18 and 41% of Gen Z shoppers are most likely to say sustainability and social responsibility are essential to purchase decisions. (KPMG)
72. 44% of consumers are willing to pay more for a product they think is more sustainable. And 47% won’t make a purchase if they have concerns about a company’s environmental impact. (Acxiom)

3. Providing the Best – Customer Experience Statistics

Today’s customers have countless options at their fingertips, making experience the new battleground. It’s not enough to be good — you have to be memorable. Brands that deliver consistent, reliable, and delightful service earn deeper trust and long-term loyalty. As more businesses launch loyalty initiatives, success increasingly depends on how well the experience itself feels rewarding, not just the perks. From faster support to intuitive user journeys and emotionally resonant touchpoints, the customer experience must feel like an extension of the brand’s values and promises.

73. 80% of consumers say customer experiences should be better, considering all the data companies collect. (Salesforce)
74. 74% of customers expect to be able to do anything online that they can do in person or by phone. (Salesforce)
75. 88% of customers say good customer service makes them more likely to purchase again. (Salesforce)
76. 70% of customers expect all company representatives to have the same information about them. (Salesforce)
77. 73% of consumers are willing to stay with brands that deliver a great customer experience, which illustrates incredible potential for AI-powered retention tactics. (Acxiom)
78. Brands that make customers feel appreciated will enjoy recommendations from 87% of consumers, higher spending from 80% of them, and repeat purchases from 76%. (Forrester)
79. Customers who received personalized communications were 3.7 times more likely to purchase more from a brand or supplier than originally intended compared to customers who did not receive personalized communications. (Gartner)
80. 58% of consumers say brands don’t understand their needs and preferences. (Gartner)
81.  48% of customers perceived personalized digital communications as irrelevant, creepy, or both. (Gartner)
82. 31% of marketers are completely satisfied with the way they deliver omnichannel experiences. (Salesforce)
83. 50% of all consumers report that brand values have become more important to them over the past few years. (Ogilvy)
84. 98% of consumers are aware that their data is being used to tailor marketing and advertising. Yet only 57% feel they have a reasonable understanding of how their data is being used. (Acxiom)
85. 78% of consumers say they are more likely to trust a brand if it’s transparent about the personal data it collects. (Acxiom)
86. 53% often or always question the authenticity of product reviews when they see them. (Accenture)
87. 60% of people are questioning the authenticity of online content more than before. (Accenture)
88. Of that 60% 77% indicate they’re more intentional about their use of social media instead. (Accenture)
89. Instead of doomscrolling, 52% are spending time with friends in person, and 42% are shopping in physical retail more than they did a year before. (Accenture)
90. 68% of people would engage more with a brand that educates them through blogs and videos. (Accenture)
91. 40% of CMOs say personalizing the customer experience is a high priority. (PwC)
92. 66% of consumers who have purchased through shoppable ads say it enables them to find products and services they’re interested in more easily. (Acxiom)
93. 58% of 16-34 year olds say they like it when companies recommend products or services that are tailored to their personal preferences. (Acxiom)
94. 80% of consumers have made a purchase based on an influencer recommendation. (Ogilvy)
95. 31% of people believe that live shopping allows them to make more informed purchasing decisions. (Ogilvy)
96. 23% 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)
97. 36% of consumers say they want control over the type and frequency of marketing emails they receive. (Fresh Relevance)
98. 89% of global consumers check online reviews as part of their online buying journey. (Fresh Relevance)
99. 35% of consumers say their most popular channel for receiving promotional messages is email, closely followed by brand websites (32%) – with social media platforms, such as TikTok (13%) and Instagram (16%), lagging behind. (Fresh Relevance)
100. 29% 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)
101. 63% of consumers interact with at least two channels before making a purchase. (Fresh Relevance)
102. 76% of consumers get frustrated when companies don’t use personalization. (Fresh Relevance)
103. 35% of respondents find app designs indistinguishable across brands, a sentiment that rises to nearly 40% among 18-to-24-year-olds. (Accenture)
104. 38% of people globally believe it’s more crucial than ever to apply critical thinking when choosing technologies. (Accenture)
105. 22% of people feel grocery retailers have their best interests at heart. (Accenture)
106. 37% of people worldwide think that many companies are prioritizing higher profits over better customer experience. (Accenture)
107. 87.7% of survey respondents think micro-targeting has a positive impact on customer retention and satisfaction. (Antavo)
108. 67.1% think micro-targeting pays off. These respondents stated that the benefits are greater than the costs. (Antavo)
109. 78.1% of respondents think diverse reward redemption options have a positive impact on customer retention and satisfaction. (Antavo)
110. 46.9% think diverse reward redemption options pay off. These respondents stated that the benefits are greater than the costs. (Antavo)
111. 45% of consumers tried a new brand in the last year because it offered better deals. (Salesforce)
112. 65% of consumers stopped buying from a brand in the last year because of high prices. (Salesforce)
113. 43% of consumers stopped buying from a brand in the last year because of a poor customer service experience. (Salesforce)
114. 73% of customers feel brands treat them as unique individuals, up from 39% in 2023, but only 49% feel brands use their information in a beneficial way. (Salesforce)
115. 66% agree that sustainability is important to their organization’s marketing and customer experience strategy. (Acxiom)
116. 41% of the consumers say the environmental impact of a company is a key factor that influences their purchasing decisions. (Acxiom)

4. Growing and Retaining Loyal Customers – Loyalty Marketing Statistics

Turning a buyer into a loyal customer takes more than incentives; it takes intentional, ongoing relationship-building. Brands that succeed focus on recognizing and celebrating the full customer journey. Whether it’s sending a birthday surprise, acknowledging a long-term customer milestone, or encouraging peer referrals, marketers must use loyalty strategies to create emotional value. With the right strategy, loyal customers become brand ambassadors who attract new audiences and fuel sustainable success.

117. 51% of consumers say they like it when companies recommend products and services that are tailored to their personal preferences. (Acxiom)
118. 47% of consumers said they are more likely to click on an advert or email if it contains personalized content, including offers. (Acxiom)
119. Despite the popularity of loyalty programs, 22% of consumers say it is harder today for brands to keep their loyalty. (Gartner)
120. Reasons for switching brands: 60% say that only loyalty membership holders receive a personalized experience compared to non-members. 65% say subscribing to a membership program and sharing preference data did not result in a better shopping experience. (Capgemini)
121. Meal kit brands command the highest loyalty, according to 70% of consumers, followed by luxury products at 65%. Among retailers, last-mile delivery services like Instacart came top, followed by e-tailers (68% and 65%, respectively). (Capgemini)
122. Quick delivery, product assortment, a loyalty program, and a seamless omnichannel shopping experience are the top factors influencing consumer loyalty when it comes to grocery stores. (Capgemini)
123. Product assortment, a loyalty program, product customization, and a seamless omnichannel shopping experience are the top factors influencing consumer loyalty in apparel and fashion stores. (Capgemini)
124. 69% of brands offer rewards and benefits to their most loyal customers, 68% to existing customers, and 45% to new customers. (Acxiom)
125. 61% of brands that offer rewards and benefits have a loyalty scheme or plan. (Acxiom)
126. 66% of brands that offer rewards and benefits require customers to sign up to a plan in order to receive benefits. (Acxiom)
127. 44% of consumers are willing to share personal data with a brand in return for additional loyalty rewards. (Acxiom)
128. 36% were unwilling, and 20% were unsure, indicating that brands either need to offer more enticing rewards or build greater trust around data privacy. (Acxiom)
129. 46% of brands say that more customer referrals through brand advocates is the top benefit for rewarding loyalty. 44% say it’s enhanced customer lifetime value, 42% it’s increased customer retention, and 37% it’s access to valuable customer data. (Acxiom)
130. Only 33% of brands say they use advocacy or referrals to measure loyalty, which is surprising when referrals through brand advocates were identified as one of the top benefits of reward programs. (Acxiom)
131. Only 6% of brands use the net promoter score (NPS), which has been the standard measurement of customer satisfaction and loyalty for the last 20 years. (Acxiom)
132. 67% of the organizations that reward their customers are leveraging customer data to personalize benefits. And 49% of these are using AI or machine learning to do so. (Acxiom)
133. 51% of brands reward loyalty with exclusive discounts or offers, 49% with exclusive events or experiences, and 48% with personalized recommendations. (Acxiom)
134. 72% of brands feel it would be beneficial to create a sense of exclusivity around their loyalty schemes. (Acxiom)
135. 70% of the brands that reward customers offer tiered benefits, and of these, 42% are utilize AI or machine learning to support a tiered system and deliver customized experiences. (Acxiom)

5. Transforming the Loyalty Market – Powered by AI 

AI is revolutionizing the loyalty market by enabling brands to deliver smarter, more personalized, and more efficient customer experiences. From predicting customer behavior to automating engagement and optimizing rewards, AI helps companies move from one-size-fits-all programs to dynamic, data-driven strategies. Antavo’s Timi AI is at the forefront of this shift, acting as a virtual loyalty strategist that empowers marketers with actionable insights, predictive recommendations, and intelligent decision-making tools. With Timi AI, brands can fine-tune their loyalty programs in real time, ensuring each member interaction feels timely, relevant, and rewarding, ultimately boosting retention, ROI, and customer lifetime value.

136. 72% of those brands using AI in customer service report an increase in positive customer feedback. (Acxiom)
137. 59% of those brands using AI in customer service are seeing improvement in internal efficiencies, and 55% say they’re reducing overheads in the CX function. (Acxiom)
138. Consumers are becoming more aware of AI’s role in their daily lives. 75% report having at least a basic understanding of AI, only 23% say they have a solid grasp on how it works. (Acxiom)
139. By 2027, mobile app usage is expected to decrease by 25% as audiences shift to using AI assistants. (Gartner)
140. 78% of organizations are using AI in at least one business function, and 92% of executives are planning to invest more over the next three years. (McKinsey)
141. 34% of marketers are completely satisfied with how they’re unlocking the value of AI. (Salesforce)
142. 53% of customers say generative AI will help companies better serve customers. (Salesforce)
143. 68% of customers say advances in AI make it more important for companies to be trustworthy. (Salesforce)
144. 62% of CM leaders expect generative AI to deliver measurable value within the next 12 months or more. (PwC)
145.  78% of CMOs say they’d use GenAI to make changes to their business model. (PwC)
146. The global chatbot market size is growing at a CAGR of almost 20% and is expected to be worth close to $5 billion by 2032. (Acxiom)
147. 83% of companies agree that using data and predictive analytics to improve the customer experience will be a key source of competitive advantage over the next five years. (Acxiom)
148. 50% of consumers have used generative AI tools (such as ChatGPT or Bard) in a personal context, and 22% have used them in a work context. (Acxiom)
149. 62% of organizations are aware of AI-powered recommendations, and 24% are currently deploying them. (Acxiom)
150. 54% of organizations are aware of AI-powered customer segmentation, and 17% are currently deploying it. (Acxiom)
151. 35% of consumers actually prefer to talk to a chatbot rather than a human customer support agent, yet only 15% of businesses are currently using AI-powered chatbots. (Acxiom)
152. 77% of customers know about conversational AI (like ChatGPT) being a prime opportunity for enhanced customer engagement and personalization. (Accenture)
153. 39% of people aged 18-34 are excited about conversational answers over standard internet searches. (Accenture)
154. 63% of marketers plan to use AI tools in their influence campaigns, with an additional 25% considering it. (Ogilvy)
155. 62% of consumers harbor concerns about generative AI producing false/misleading testimonials or reviews, compared with 30% in April 2023. (Capgemini)
156. Nearly 55% of Gen Z consumers have bought products recommended by generative AI tools. (Capgemini)
157. 58% of users say generative AI should be able to identify their brand and product loyalty, thereby recommending similar products. (Capgemini)
158. 32% of marketing organizations have fully implemented AI in their workflows, and an additional 43% are experimenting with it. (Salesforce)
159. 68% of customers say advances in AI make it more important for companies to be trustworthy. (Salesforce)
160. 72% of customers believe it’s important to know when they are communicating with an AI agent. (Salesforce)
161. Only 39% of customers are comfortable with brands using AI to understand their needs. (Salesforce)
162. 40% of customers agree that AI raises the bar on customer experience. (Salesforce)
163. 71% of customers believe it is important for a human to validate the output of AI. (Salesforce)

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

The loyalty landscape is undergoing a major transformation. Brands are moving beyond traditional points-for-purchase models toward more holistic, experience-driven strategies. Consumers now expect personalization, emotional connection, and rewards that reflect their values, whether that’s sustainability, exclusivity, or community. In the future, loyalty will be defined by how well brands can integrate seamlessly into customers’ lives, using real-time data, AI, and omnichannel engagement to create meaningful, memorable interactions. As competition intensifies, loyalty will shift from being a marketing add-on to a core part of brand strategy, focused on long-term relationships, not just repeat purchases.

164. 77% of US online adults agree that they like to engage with loyalty programs even when they’re not purchasing. (Forrester)
165. Around half of customers feel providing their data to brands is worthwhile if they receive ads based on their interests and online behaviors (53%), location (53%), and personal characteristics (47%), or if they receive personalized offers as part of a loyalty program (56%). (Acxiom)
166. 46% of brands say the biggest challenge when running a loyalty program is the difficulty of measuring program success, 44% say the difficulty of maintaining long-term, 43% say data privacy and protection concerns, and  38% say the difficulty of getting customers to redeem points. (Acxiom)
167. 21% of the brands that claim to reward customers have a dedicated loyalty platform or software system to manage their loyalty program. (Acxiom)
168. 45% of brands using a loyalty platform report struggling to fully integrate it with their existing systems. (Acxiom)
169. Customers value choice, along with cash back and earn/reward type benefits. An impressive 73% are eager to engage now and are looking to actively redeem. (The Wise Marketer)
170. 70% of loyalty program owners are satisfied or very satisfied with their loyalty program. (Antavo)
171. 62% of brands are satisfied with their loyalty program because it fosters deeper engagement with consumers, 61% because it drives repeat business and incremental sales, and 58% because it helps gather valuable consumer data. (Antavo)
172. 60% 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). 
173. 64% of those who revamped are satisfied or very satisfied with the loyalty program. (Antavo)
174. 66% of program owners are likely to revamp their loyalty program in the next three years. (Antavo)
175. 54% of program owners are likely to re-platform to a different loyalty program technology in the next three years. (Antavo)
176. 65% of program owners classify their loyalty program as more rational than emotional. (Antavo)
177. 71% of brands are dissatisfied with their loyalty program because of poor integration with the overall consumer experience. (Antavo)
178. Loyalty program owners allocate 31% of their total marketing budget to consumer loyalty and CRM. This is a 4% increase from last year. (Antavo)
179. 29% of companies identified “ease of managing the loyalty program” as the most valuable aspect of third-party loyalty technology. (Antavo)
180. 21.8 people, on average, are involved in managing the loyalty program per organization. (Antavo)
181. In 71% of cases, loyalty and consumer experience are managed by the same department, usually under the CMO or CEO. (Antavo)
182. 70% of consumers join a loyalty program to earn rewards, discounts, or cash back, 36% for personalized offers, 36% for free shipping/returns, and 26% for exclusive member-only products. (Antavo)
183. 41% of consumers would like to see no expiration of points in loyalty programs, 40% want more ways to earn points, 34% desire more flexibility when redeeming points or rewards, and 23% want more rewards from partners. (Antavo)
184. 59% of respondents prefer to interact with loyalty programs via mobile apps. Digital cards are preferred by 35%, plastic cards by 29%, and websites by 29%. (Antavo)
185. 41% of Baby Boomers prefer plastic cards as their favorite loyalty channel. (Antavo)
186. 62% of Gen X prefer mobile apps as their favorite loyalty channel. (Antavo)
187. 69% of Millennials prefer mobile apps as their favorite loyalty channel. (Antavo)
188. 65% of Gen Z prefer mobile apps as their favorite loyalty channel. (Antavo)
189. 40% of consumers would be more likely to join a loyalty program if it had AI. 49% are undecided. (Antavo)
190. 37% of program owners utilize AI to manage their loyalty programs. Of those companies, 45% claimed AI enhances team productivity by saving time, and 31% said that AI helps save money through increased efficiency. (Antavo)
191. 47% of consultants reported that the companies they work with utilize AI in managing their loyalty programs. (Antavo)
192. 45% of program owners are interested in using AI for loyalty scope planning. (Antavo)
193. 67% of program owners said that they would feel comfortable using AI-powered agents. (Antavo)
194. 70% of agencies stated that they would be comfortable working with agentic AI. (Antavo)
195. 81% of members prefer to shop with brands that offer reward customization. (Antavo)
196. 49% of program owners currently offer reward customization. (Antavo)
197. 80% of future program owners want to provide reward customization. (Antavo)
198. 55% of consumers would be more likely to share information if it were collected through games or quizzes. (Antavo)
199. 42% of program owners currently offer gamified data collection. (Antavo)
200. 76% of future program owners want to provide gamified data collection. (Antavo)
201. 76% of members would rather shop with brands that offer account sharing or points pooling. (Antavo)
202. 44% of program owners currently offer account sharing or points pooling. (Antavo)
203. 65% of future program owners want to provide account sharing or points pooling. (Antavo)
204. Seven out of ten loyalty program owners believe that the benefits of account sharing outweigh the costs. (Antavo)
205. 53% of consumers switch brands/retailers regularly, despite subscribing to their loyalty programs. (Capgemini)
206. In tailored loyalty programs, satisfaction with Gen AI has dropped from 37% to 30%, with Millennials (24%) particularly disillusioned. (Capgemini)
207. 34% of marketers are completely satisfied with the performance of their loyalty program. (Salesforce)
208. 88% of satisfied premium loyalty program members in the hotel and lodging space prefer that business over a competitor offering a lower price. (KPMG)
209. 83% of loyalty members in the hotel and lodging space say joining a loyalty program will lead them to continue purchasing from that business. (KPMG)
210. 70% of loyalty members in the hotel and lodging space recommend brands to others if they believe the brands’ loyalty programs add value. (KPMG)
211. 66% of loyalty members in the hotel and lodging space modify spending to maximize loyalty benefits. (KPMG)
212. 15% describe their program as more emotional than rational, while 20% claim that their program is well-balanced between the two. (Antavo)
213. 52% of respondents who plan to launch a loyalty program in the next two years envision it as more emotional than rational. (Antavo)
214. 50% of rewards are redeemed on average in a loyalty program. (Antavo)
215. 78% of businesses offering a loyalty program currently run a free loyalty program. On the other hand,  22% offer premium or paid loyalty programs. (Antavo)
216. 26% of companies stated that they wish to introduce some form of premium loyalty program in the next two years. 23% of future program owners said that they haven’t decided. (Antavo)
217. 48% think premium loyalty programs have a positive impact on customer retention and satisfaction. (Antavo)
218. 43% think premium loyalty programs pay off. These respondents said the benefits are GREATER than the costs. (Antavo)
219. The average annual activity rate across loyalty programs is 59%. (Antavo)
220. The average annual spend of members who redeem rewards is 3.1 times more than the annual spend of members who don’t. (Antavo)
221. The average annual spend of members who redeem personalized rewards is 4.3X higher than that of those who redeem non-personalized rewards. (Antavo)

The Bottom Line

After reviewing the latest customer loyalty, loyalty marketing, and loyalty program statistics for 2025 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. 

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

Used Sources

• Accenture:
  • Life Trends 2025
  • Life Trends 2024
• Acxiom:
  • CX Predictions for 2025
  • Beyond the Metaverse: CX Predictions for 2024
• Antavo:
  • Global Customer Loyalty Report 2025
  • Global Customer Loyalty Report 2024
• Capgemini:
  • What Matters to Today’s Consumer 2025
  • What Matters to Today’s Consumer 2024
• Deloitte: 
  • Tech trends 2025
  • Tech trends 2024
• Forrester:
  • Modern Loyalty Requires A Diversified Approach To Engagement
  • 2024 US Customer Experience Index
• Fresh Relevance:
  • 9 eCommerce marketing trend predictions for 2024
  • The Ultimate Guide to Reducing Friction in the eCommerce Customer Journey
• Gartner:
  • The Future of Marketing: 6 Trends and Predictions for 2025
  • The Chief Marketing Officer Journal 2025
  • Top 5 Marketing Trends & Predictions for 2024
• KPMG:
  • The evolution of loyalty programs
• McKinsey:
  • The State of AI
• Ogilvy:
  • The Four Dimensions of Loyalty
  • Influencer Trends 2024
• PwC:
  • Next in consumer markets 2025
  • CMOs and marketing leaders 100 days in: What’s next for business
  • CMO insights from the PwC Pulse Survey
• Salesforce:
  • State of the AI connected customer
  • State of the connected customer 6th edition
  • The 9th Edition State of Marketing Report
  • The 8th Edition State of Marketing Report
• The Wise Marketer:
  • Strategy Brief Series: Emotional Loyalty

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.