US Retail Loyalty Programs 2024

Personalization Is Becoming Table Stakes for Brands and Retailers

Inflation and ongoing economic fallout from the pandemic have challenged consumers’ loyalty to specific brands and retailers in the past several years. At the same time, more brands and retailers are launching formal loyalty programs that will keep shoppers coming back while yielding valuable customer data. To stand out from the crowd, retail loyalty programs must focus on enhanced personalization to meet consumer needs and expectations on a more individualized level.

Key Question: How can brands and retailers leverage personalization to build compelling loyalty programs that provide high-quality data and boost revenues?

Key Stat: US consumers held an average of 17.9 loyalty program memberships in 2023, a record high, and actively participated in 50% of them.

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Table of Contents

  1. Executive Summary
  2. Loyalty programs are becoming a bigger part of the retail landscape
  3. Loyalty programs are generating high demand from consumers and retailers
  1. Consumers seek a smoother path to rewards and expanded options for redemption
  2. Personalization tools yield valuable zero-party data
  3. Loyalty is entering its gamification era
  1. Sources
  2. Media Gallery

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Sky Canaves


Suzy Davidkhanian
Sarah Marzano
Principal Analyst, Retail Media
Amy Rotondo
Director, US Research

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