Discounts are the leading reason consumers sign up for loyalty programs

Key stat: Discounts are the leading reason consumers currently participate in a loyalty or reward program, cited by 48% of US adults, according to October 2023 data from Merkle.

Beyond the chart:

• Rising prices have resulted in more consumers relying on loyalty programs to provide them with discounts.
• Not all perks are created equal—the percentage of consumers who want free products decreased from 2022 to 2023, as did those who want exclusive rewards.
• Rewards taking too long or being too difficult to earn were the top two features US adults dislike about loyalty programs, according to an October 2023 survey from Merkle.
• To keep consumers engaged in loyalty programs, brands must ensure they have the right mix of rewards and perks, as well as a platform that is easy to use.

Use this chart:

• Adjust loyalty program features.
• Illustrate increase in consumers’ deal-seeking behavior.

More like this:

• Consumers want points and rewards above all other loyalty perks
• Loyalty programs’ top friction points include delays, difficulties earning rewards
• Loyalty programs offer access to first-party data, new ways to connect with Gen Z
• Deep discounting, mcommerce remain keys to holiday season success

Methodology: Data is from the February 2024 Merkle report titled "2024 Loyalty Barometer Report." 1,500 US adults 18-65 were surveyed online during October 2023.