Retail Loyalty Programs

Strategies to Reward and Retain Customers Through Turbulent Times

Report by Sky Canaves  | Nov 22, 2022
Download
Report
Share
Table of Contents
Executive Summary
The Loyalty Lifeline Supports Both Brands and Consumers
Waning Consumer Loyalty Makes Dedicated Programs an Imperative for Brands and Retailers
The Evolving Landscape of Loyalty
Three Pillars for Boosting Consumer Engagement With Loyalty Programs
Read Next
Sources
Media Gallery
About This Report
Consumers now expect more from brands and their loyalty programs, which need to incorporate value, ease of use, and personalization to stand out in a crowded market.
Topics
Loyalty
Customer Experience
United States
Table of Contents
Executive Summary
The Loyalty Lifeline Supports Both Brands and Consumers
Waning Consumer Loyalty Makes Dedicated Programs an Imperative for Brands and Retailers
The Evolving Landscape of Loyalty
Three Pillars for Boosting Consumer Engagement With Loyalty Programs
Read Next
Sources
Media Gallery

Executive Summary

Consumer loyalty continues to wane amid inflation, with price taking precedence over brand for many shoppers. As retailers find it more challenging to acquire new customers, loyalty programs take on greater importance—but brands must put value and ease of use front and center to retain existing customers and boost purchase frequency.

Key Question: How can brands and retailers best meet consumers’ changing expectations for loyalty programs during economic turmoil?

Rewards/Benefits of Current Loyalty/Rewards Programs That US Consumers Like to Receive, 2022 (% of respondents)
E-Mail ChartDownload

KEY STAT: Discounts are the most sought-after loyalty program benefit among US consumers by a wide margin. Nearly four-fifths of respondents in Merkle’s 2022 Loyalty Barometer Report said they like to receive discounts, an increase of 9 percentage points from the previous year.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

5charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. The Loyalty Lifeline Supports Both Brands and Consumers
  3. Waning Consumer Loyalty Makes Dedicated Programs an Imperative for Brands and Retailers
  1. The Evolving Landscape of Loyalty
  2. Three Pillars for Boosting Consumer Engagement With Loyalty Programs
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Rewards/Benefits of Current Loyalty/Rewards Programs That US Consumers Like to Receive, 2022 (% of respondents)Average Number of Total vs. Active Loyalty Membership Among US Consumers, 2020-2022
Preferred Ways of Engaging With a Brand's Loyalty Program Among US Internet Users, Dec 2021 (% of respondents)Reasons That Would Cause US Adults to Leave Loyalty Programs, June 2022 (% of respondents)
How B2C Loyalty Program Decision-Makers Worldwide Plan to Evolve Their Loyalty Programs in the Next 5 Years, Q1 2022 (% of respondents)

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER

authors

Sky Canaves

Contributors

Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Carina Perkins
Senior Analyst
Amy Rotondo
Director, US Research