Loyalty programs’ top friction points include delays, difficulties earning rewards

Key stat: The No. 1 issue US adults have with loyalty or reward programs is it takes too long to earn rewards, according to an October 2023 survey from Merkle.

Beyond the chart:

• Loyalty programs will become even more vital as advertisers lose third-party cookies and need to collect first-party data.
• Offers like points, rewards, and exclusive discounts are most likely to keep consumers coming back, according to Marigold.
• Programs like Sephora’s Beauty Insider program and Starbucks’ Rewards program do a good job of making sure members feel rewarded by offering birthday gift products and free coffee for members.

Use this chart:

• Assess loyalty program strategies.
• Consider ways to make customers feel valued.

More like this:

• Consumers want points and rewards above all other loyalty perks
• How seamless payments, social commerce, and loyalty apps are driving mcommerce growth
• Sephora’s loyalty SVP shares tips on creating a best-in-class loyalty program
• Guide to customer loyalty programs and the role of customer data