Loyalty360 Customer Loyalty Statistics Database
Based on feedback from our Loyalty360 community and members, as the association for customer loyalty, Loyalty360 is excited to help our audience stay up to date on the latest in customer loyalty and customer experience with the latest and most relevant topics, trends, and data points through the Loyalty360 Customer Loyalty Statistics Database.
For our Customer Loyalty Statistics Database, we collect relevant information from our own research, member research and reports, as well as industry statistics that are listed below, in one place, to help inform our audience.
As new data points are released, we will do our best to keep a running list of the latest and greatest research available here.
As mentioned, these statistics have been aggregated from a vareity of sources and there is a link provided with each one that may take you to another page on Loyalty360, to one of our members, or to an outside source.
If you would like to see a stat were missing or if you have suggestions for inclusion, please reach out to us at
[email protected].
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2019 Statistics:
Loyalty/Rewards
- Does your company put customer loyalty efforts at the center of the marketing and/or operations' team focus? 62 percent of Loyalty360 members said "yes" (2019 Loyalty360 Brand Member Digital Roundtables).
- Does your executive team believe in the potential of your loyalty program to drive stronger customer and/or brand loyalty with measurable results? 92 percent of Loyalty360 members said "yes" (2019 Loyalty360 Brand Member Digital Roundtables).
- Do you feel your current technology providers understand your brand and requirements to help you with yoru personzalization strategies? 47 percent of Loyalty360 members said "yes". 30 percent of Loyalty360 members said "not sure". (2019 Loyalty360 Brand Member Digital Roundtables).
- Over 50 percent of brands made an update to their loyalty program over the last year (2019 Loyalty360 Loyalty Landscape).
- 60 percent of brands plan to make updates or changes to their existing loyalty programs in the next 12 months. 28 percent said they may make changes, and only 5 percent said they will not be making any changes (2019 Loyalty360 Loyalty Landscape).
- The Top 10 new technologies or tools that brands are considering for 2019 are: Customer Journey/Experience Mapping (44 percent), CRM (43 percent), Email Marketing/Automation (35 percent), CMS/Web Experience (33 percent), Mobile Apps/Marketing (33 percent), Content Marketing/Automation (32 percent), Dashboards or Data Visualization (30 percent), SMS/Text Messaging (30 percent), Marketing Analytics/Attribution (29 percent), Optimization/Personalization (29 percent) (2019 Loyalty360 Loyalty Landscape).
- 54 percent of brands said that their biggest challenge in picking the "right" technologies that enable customer loyalty are: Integration (54 percent), ROI (27 percent), Communication (7 percent), Vendors/Suppliers (7 percent), and Training (5 percent) (2019 Loyalty360 Loyalty Landscape).
- To measure customer loyalty strategy effectiveness, 60 percent of brands use sales/revenue, 56 percent use engagement, 55 percent use campaign response rates, 50 percent use retention/churn, 49 percent use activity rate, and 46 percent use customer satisfaction/effort (2019 Loyalty360 Loyalty Landscape).
- Almost 24 percent of brand respondents can attribite 50 percent or more of their sales to loyalty (2019 Loyalty360 Loyalty Landscape).
- Respondents said the three biggest challenges they face with loyalty strategy are: Keeping up with technology (21 percent), Customer Engagement (20 percent), Personalization (20 perccent), Data and Measurement (18 percent), Awareness and Acquisition (17 percent), and Seamless Omni-Channel Experience (14 percent) (2019 Loyalty360 Loyalty Landscape).
- 61 percent of brands feel their is a gap in the technical knowledge required for their marketing teams today. (2019 Loyalty360 Loyalty Landscape).
- 66 percent of brands said they feel their current loyalty programs or processes have strong executive level support (2019 Loyalty360 Loyalty Landscape).
- 57 percent of brands said they have innovation teams within their organizations (2019 Loyalty360 Loyalty Landscape).
- 71 percent of brand respondents say they do not feel they understand blockchain or cryptocurrencies well enough to integrate them into their customer loyalty offering (2019 Loyalty360 Loyalty Landscape).
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As many as 52 percent of retailers offer a loyalty program today, with another 12 percent planning to implement one. (Retail Touchpoints - Loyalty Playbook 2019 w/ Highlights)
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Loyalty members can drive a large portion of company sales: 44 percent of retailers say at least 40 percent of their total revenue comes from loyalty program members. As many as 60 percent report that members spend 2X to 3X more than non-members. (Bond Brand Loyalty)
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Many of today’s revamped loyalty programs involve incentives and benefits including points, product discounts (68 percent), cashback rewards (61 percent), birthday perks (57 percent) and free shipping (49 percent). (2019 Gartner L2 Loyalty Intelligence Report)
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30 percent of organizations cite “increasing the value provided to loyalty members” as a reason they increased their loyalty investment in the past two years. (LoyaltyOne)
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From engaging customer advocates and encouraging referrals, benefits include: increase in customer retention (70 percent), sales/revenue increase (48 percent) and an increase in loyalty program membership (30 percent). (RTP Customer Acquisition and Retention Survey)
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Brand loyalty changes from 2018 to 2019: visible on the site homepage header jumped from 57 percent in 2018 to 72 percent in 2019, visible on their app home screen improved from 54 percent in 2018 to 62 percent in 2019, and offer sign-up within a mobile app increased from 83 percent in 2018 to 91 percent in 2019. (2019 Gartner L2 Loyalty Intelligence Report)
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With a loyalty program that will soon reach 100 million guests, Hilton Worldwide is doubling down on its message to customers, asking them to skip the middleman and book their stays directly with hotels. (ADWEEK)
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79 percent of Americans say they would be more likely to join a customer loyalty program that does not require them to carry a physical card (e.g., participation available digitally). (The Harris Poll)
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76 percent of Americans say they would be more likely to join a customer loyalty program that collects only their name and phone number. (The Harris Poll)
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58 percent of Americans would be less likely to join a customer loyalty program that requires them to download an app to access the benefits, 26 percent say they would be much less likely. (The Harris Poll)
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71 percent of Americans would be less likely to join a customer loyalty program that collects personal information (e.g., address, account information) 27 percent say they would be much less likely. (The Harris Poll)
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We asked consumers to tell us what emotion they felt when they think about their favorite brands. Almost half of the respondents answered “happy”. The second strongest emotion was “understood”. What exactly makes a consumer feel happy or valued? We asked consumers what makes them loyal to a specific brand and 72 percent answered a good product selection, 67 percent answered that the products are fairly priced, and 43 percent said a good shopping experience. (CROWDTWIST - The Marketer's Guide to Brand Loyalty)
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62 percent of the consumers we surveyed answered that they could be persuaded to choose one brand over another due to the presence of a loyalty program. (CROWDTWIST - The Marketer's Guide to Brand Loyalty)
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68 percent of people redeem rewards at least once a quarter, and 25 percent of those redeem at least once a month. (CROWDTWIST - The Marketer's Guide to Brand Loyalty)
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71 percent of people are active in at least one to five loyalty programs per month. (CROWDTWIST - The Marketer's Guide to Brand Loyalty)
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59 percent of people are willing to pay for a loyalty program with valuable perks like free shipping (for example, Amazon Prime). (CROWDTWIST - The Marketer's Guide to Brand Loyalty)
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54 percent of consumers said the number one reason they join a loyalty program is to save money. The second biggest reason consumers join is for member-only perks like free shipping and free samples. (CROWDTWIST - The Marketer's Guide to Brand Loyalty)
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88 percent of people want discounts and cash back rewards, 65 percent want free products, and 41 percent want to be able to redeem for charitable donations. (CROWDTWIST - The Marketer's Guide to Brand Loyalty)
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37 percent of respondents are willing to download an app to help them navigate a store and check inventory. 64 percent of consumers prefer to be left alone when browsing in-store. (CROWDTWIST - The Marketer's Guide to Brand Loyalty)
Personalization
- Over 50 percent of brands don't know, have not discussed, are in the initial planning, or have just started a POC when it comes to their personalization journey status. 20 percent said they currently have a strategy, and 24 percent said they are integrating one. (2019 Loyalty360 Loyalty Landscape).
- Challenges faced in creating more personalization experiences, accoridng to brand respondents are: ROI (50 percent), Process/Communication (41 percent), Data and Privacy (41 percent), Corporate Commitment (32 percent), and Cultural Concerns/Training (19 percent). (2019 Loyalty360 Loyalty Landscape).
- 61 percent of brands feel their company has the "right data" need to drive personalization efforts (2019 Loyalty360 Loyalty Landscape).
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Loyalty leaders - 1. Amazon: online retail (#1) 2. Google: search engines (#2) 3. Samsung: smartphones (#6) 4. Amazon: tablets (#9) 5. Apple: tablets (#7) 6. Netflix: video streaming (#4) 7. Amazon: video streaming (#5) 8. Apple: smartphones (#3) 9. Trader Joe’s: natural food retail (#10) 10. Hyundai: automotive (#14) 11. Twitter: social networking (#23) 12. WhatsApp: instant messaging (#11) 13. Chick-fil-A: casual/fast-casual (#24) 14. Dunkin’: out-of-home coffee (#19) 15. Domino’s: pizza (#12) 16. Ford: automotive (#15) 17. Nike: athletic footwear (#18) 18. Discover: credit cards (#26) 19. Avis: car rental (#21) 20. Toyota: automotive (#22). Ranking in parenthesis shows 2018 rating. (Brand Keys 2019 Loyalty Leaders)
Marketing
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The top three mentioned brands by consumers surveyed: AmazonPrime, Kroger Plus, Starbucks. (CROWDTWIST - The Marketer's Guide to Brand Loyalty)
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The response rate for direct mail is more than 30 times the response rate for email. (Sendoso - Direct Mail vs Digital Marketing: What Data Shows Works Best)
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Campaigns including direct mail are 27 percent more likely to deliver top-ranking sales performance, and 40 percent more likely to deliver top-ranking acquisition levels, versus campaigns without mail. (Sendoso - Direct Mail vs Digital Marketing: What Data Shows Works Best)
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57 percent of people claim that receiving mail makes them feel more valued. Sending mail creates a more genuine two-way relationship between the brand and consumer. (Sendoso - Direct Mail vs Digital Marketing: What Data Shows Works Best)
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40 percent conversion rates when digital and direct mail are combined. (Sendoso - Direct Mail vs Digital Marketing: What Data Shows Works Best)
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68 percent of marketers say combining digital and direct mail increases website visits. (Sendoso - Direct Mail vs Digital Marketing: What Data Shows Works Best)
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81 percent of people read or scan their mail daily. (Sendoso - Direct Mail vs Digital Marketing: What Data Shows Works Best)
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79 percent of consumers find reading mail more convenient than going online. (Sendoso - Direct Mail vs Digital Marketing: What Data Shows Works Best)
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94 percent of people say they have a positive reaction when receiving personal letters and cards. (Sendoso - Direct Mail vs Digital Marketing: What Data Shows Works Best)
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Direct mail is easier to understand and more memorable than digital media. It requires 21 percent less cognitive effort to process and elicits a much higher brand recall. (Sendoso - Direct Mail vs Digital Marketing: What Data Shows Works Best)
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83 percent of consumers feel positively about receiving packages. (Sendoso - Direct Mail vs Digital Marketing: What Data Shows Works Best)
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The average office worker receives 121 emails per day. (Sendoso - Direct Mail vs Digital Marketing: What Data Shows Works Best)
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On average, consumers delete 48 percent of the emails they receive every day in just five minutes. (Sendoso - Direct Mail vs Digital Marketing: What Data Shows Works Best)
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People see 5,000 ads every day! (Sendoso - Direct Mail vs Digital Marketing: What Data Shows Works Best)
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78 percent of consumers have unsubscribed from emails because a brand was sending too many emails. (Sendoso - Direct Mail vs Digital Marketing: What Data Shows Works Best)
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37 percent of Americans say they feel overwhelmed by email every day. (Sendoso - Direct Mail vs Digital Marketing: What Data Shows Works Best)
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Email users check emails 27 percent less than they did in 2016. (Sendoso - Direct Mail vs Digital Marketing: What Data Shows Works Best)
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Retail app users buy 33 percent more frequently, they buy 34 percent more items, and they spend 37 percent more than non-app user customers over 18 months after app launch. At the same time, app users return products 35 percent more frequently, and they return 35 percent more items at a 41 percent increase in dollar value. All factors considered, the researchers found that app users spend 36 percent more net of returns. (INFORMS journal Marketing Science)
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49 percent of websites include a live chat option to engage with and appease users. 38 percent of visitors stop engaging on websites with unattractive content and layouts. To prevent this, consider improving your layout with these website design tips: include images and videos - 65 percent of visual content is recalled by site visitors nearly 3 days after seeing it. (Wix)
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86 percent of Americans won't use their credt card rewards for their holiday shopping this year, highlighting untapped potential to leverage valuable rewards points. (America Express - Make holiday shopping season more rewarding)
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More than half of Americans (51 percent) report getting gift cards during the holiday season both to help them buy gifts or give as a gift itself. However, of that group, only over a third (36 percent) have used credit card(s) rewards points to do so. (America Express - Make holiday shopping season more rewarding)
Automotive
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Only 30 percent of new car buyers in the U.S. have a positive opinion of the Autonomous Mode feature and only 25 percent would consider the feature in their next vehicle. (Ipsos Press Release - Are Automakers Overlooking the Journey While Focusing on its Self-Driving Destination?)
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If given the choice, only 6 percent of new car buyers would purchase a fully autonomous vehicle while the majority (57 percent) would purchase a vehicle with an autonomous mode and 37 percent would just purchase a standard vehicle. (Ipsos Press Release - Are Automakers Overlooking the Journey While Focusing on its Self-Driving Destination?)
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The earliest consumers expect to see autonomous vehicles in their country is in 2023. (Ipsos Press Release - Are Automakers Overlooking the Journey While Focusing on its Self-Driving Destination?)
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The study revealed there are connected car features drivers would be interested in today. In a list of 16, the top-rated selection was the Accident Avoidance feature. (Ipsos Press Release - Are Automakers Overlooking the Journey While Focusing on its Self-Driving Destination?)
2018 Statistics
Gift Cards
- From 2017 to 2018, gift card sales increased by more than 10 percent. A corresponding increase of almost 10 percent was seen in overall sales dollars. (Annual Gift Card Sales Report: 2019 Insights to boost your gift card sales)
- While in-store sales continue to account for more than half of annual gift card sales, the percentage decreased slightly in favor of third-party sales in 2018. (Annual Gift Card Sales Report: 2019 Insights to boost your gift card sales)
- Sales of gift cards increased almost across the board for restaurant segments. Fine dining was the only space that saw a decrease from 2017 to 2018, and it was less than 1 percent. However, the average load in fine dining increased slightly and was enough to compensate for the minor dip in card sales. Quick-service restaurants saw the most dramatic increase, with almost 18 percent more gift cards sold in 2018. Casual dining’s increase of around 10 percent was consistent with overall sales trends, while fast-casual saw an increase of just under 4 percent. (Annual Gift Card Sales Report: 2019 Insights to boost your gift card sales)
- The average load of stored value was higher with e-gift cards than physical cards across all concepts, with casual and fast-casual having the largest disparities. Possible reasons include the intangibility of virtual money influencing customers to spend more and higher-value virtual gift cards being purchased for repeated use from a mobile wallet. However, since e-gift represents a small percentage of overall gift card sales, restaurants should still prioritize the use of physical gift cards. (Annual Gift Card Sales Report: 2019 Insights to boost your gift card sales)
- Sales of gift cards during the holidays drove a large portion of the increase in card sales from 2017 to 2018, as the popularity of gifting stored-value cards continued to grow. The average increase in card sales throughout the year was around 6.3 percent, but during the holiday months, gift card sales increased over 15 percent from 2017. (Annual Gift Card Sales Report: 2019 Insights to boost your gift card sales)
- Redemption activity is rapid early on and levels off at about six months from purchase. While the majority of gift cards are redeemed within two months, these curves vary based on restaurant service type, sales channel, and whether cards are virtual or physical. (Annual Gift Card Sales Report: 2019 Insights to boost your gift card sales)
- Physical stored-value cards consistently have a slightly lower redemption rate within six months when compared to e-gift cards, which are 3 percent more likely to be redeemed. About 8 percent of e-gift cards are redeemed on the same day of purchase, which is perhaps due to e-gift promotions or ease of purchase and transfer. (Annual Gift Card Sales Report: 2019 Insights to boost your gift card sales)
- Whereas half of quick-service gift cards are redeemed in just over a month, it takes closer to six months to reach 50 percent redemption for fine dining. Fast-casual initially exceeds casual dining, but at the six-month mark, the redemption rates for both are 65 percent. (Annual Gift Card Sales Report: 2019 Insights to boost your gift card sales)
- For quick-service coffee shops and cafés, programs that combine stored-value and loyalty cards tend to make a major impact. Customers whose loyalty cards contained stored value visited 138 percent more and spent 120 percent more than those with loyalty only last year. If your quick-service café is hoping to boost sales and loyalty, adding stored value merits strong consideration. (Annual Gift Card Sales Report: 2019 Insights to boost your gift card sales)
2017 Statistics
Corporate Social Responsibility
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Corporate giving in 2017 increased to $20.77 billion—an 8 percent increase from 2016. (The Ultimate List Of Charitable Giving Statistics For 2018 - Nonprofit Source)
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Approximately, $5 billion is raised through workplace giving annually. (The Ultimate List Of Charitable Giving Statistics For 2018 - Nonprofit Source)
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More than 49 percent of nonprofit respondents identified workplace giving as a growth strategy for their organization. (The Ultimate List of Charitable Giving Statistics for 2018 - Nonprofit Source)
- Nearly 60 percent of companies offer paid time off for employees to volunteer, and an additional 21 percent plan to offer release time in the next two years. (The Ultimate List of Charitable Giving Statistics for 2018 - Nonprofit Source)
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92 percent of surveyed corporate human resources executives agree that contributing business skills and expertise to a nonprofit can be an effective way to improve employees’ leadership and broader professional skill sets. (The Ultimate List of Charitable Giving Statistics for 2018 - Nonprofit Source)
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88 percent believe effective employee engagement programs help attract and retain employees. (The Ultimate List Of Charitable Giving Statistics For 2018 - Nonprofit Source)
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77 percent of the respondents believe that offering employee engagement opportunities is an important recruitment strategy to attract millennials. (The Ultimate List Of Charitable Giving Statistics For 2018 - Nonprofit Source)
- The median employee participation rate for matching gift programs is 9 percent. (The Ultimate List Of Charitable Giving Statistics For 2018 - Nonprofit Source)
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84 percent of survey participants revealed they’re more likely to donate if a match was offered. (The Ultimate List Of Charitable Giving Statistics For 2018 - Nonprofit Source)
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12.3 percent of total corporate cash contributions went through corporate matching gift programs. (The Ultimate List Of Charitable Giving Statistics For 2018 - Nonprofit Source)
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Walmart leads the pack with $311.6 million in cash donations. (The Ultimate List Of Charitable Giving Statistics For 2018 - Nonprofit Source)
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85 percent of companies in the US have a formal domestic corporate giving program in place vs. only 45 percent with a formal international program. (The Ultimate List Of Charitable Giving Statistics For 2018 - Nonprofit Source)
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78 percent of Americans want companies to address social justice issues. (The Ultimate List Of Charitable Giving Statistics For 2018 - Nonprofit Source)
- 88 percent of Millennials find their job more fulfilling when they have opportunities to make a positive impact on society and the environment. (The Ultimate List Of Charitable Giving Statistics For 2018 - Nonprofit Source)
Pre-2017 Statistics
Corporate Social Responsibility
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Cause-marketing spending will rise 20.5 percent this year to $1.34 billion, projects sponsorship consultancy IEG, Inc. (CAUSE SPONSORSHIP TO TOP $1.3 BILLION: IEG, INC. - 2006)
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Marketers spent $1.11 billion on cause-related sponsorships and activation last year, according to IEG research. The projected increase makes cause marketing the fastest-growing segment of sponsorship, outpacing the industry’s overall growth rate of 10.6 percent to a projected $13.4 billion, per IEG. (CAUSE SPONSORSHIP TO TOP $1.3 BILLION: IEG, INC. - 2006)
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The projected growth gives cause marketing a 10 percent share of overall sponsorship spending (up from 9 percent in 2005). Sports sponsorship, by contrast, is expected to fall to about $8.84 billion, 66 percent of total sponsorship spending (from 69 percent last year). (CAUSE SPONSORSHIP TO TOP $1.3 BILLION: IEG, INC. - 2006)
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The marketers most active in cause sponsorship: specialty retailers, automakers, banks, financial services and non-alcoholic beverages (see chart). Industry segments slowing their use of cause tie-ins: airlines, beer, personal-care products and telecommunications. (CAUSE SPONSORSHIP TO TOP $1.3 BILLION: IEG, INC. - 2006)
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About Loyalty360
Loyalty360 is an unbiased, objective, and market-driven association for customer loyalty, which seeks to enable and encourage dialogue among industry leaders. Through a unique blend of content, collaboration, and diverse learning opportunities, we’ve created a network of brands and technology providers that represent some of the best voices that the customer loyalty industry has to offer.