US Loyalty in Retail Consumer Report 2024

Explore the US retail loyalty programs market with this report. Covering consumer attitudes toward loyalty programs and brand loyalty, you’ll gain critical insights into what motivates consumers to brands consistently.

Below, we’ve summarized the key topics covered and offer hand-selected findings from the full document.

Key Topics Covered

• The impact of macroeconomic factors on the loyalty programs market.
• Reasons driving consumers to switch from one brand to another.
• Consumer brand loyalty by category and use of loyalty/reward programs by retailer.
• Desired features in loyalty programs.

US Retail Loyalty Programs Market Overview

More than seven in 10 consumers state that brand loyalty programs make them feel more valued. Through robust loyalty programs, brands can become part of consumers’ routines and deepen existing relationships. As budgeting becomes more important to consumers, loyalty programs can also become an essential tool. Going forward, with a lack of differentiation among brands in their programs, there are significant opportunities to improve their offerings.

Consumer Brand Loyalty Insights

• Loyalty goes beyond just purchase behavior. While most consumers believe loyalty comes down to what and where they habitually shop, there are other consumer definitions of loyalty. Providing reviews or interacting with brands on social media are just two other definitions consumers make.

• Consumers can be enticed to switch brands. High prices (56% agree) and a change in product quality are top-stated reasons for consumers to switch brands. As not all brands can compete on price, brands can leverage value add-ons such as free/fast shipping and good customer service to retain customers.

• Different features have different importance to consumers. Coming in at second place is a points system with rewards, and less important to consumers are special perks and personalized offers. Brands can combine top-priority features with less important features to differentiate from competitors.

For a comprehensive analysis of the loyalty programs market in the US, buy the full report. You may also be interested to view our retail promotions market report, or browse our retail market research.

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Expert Analysis

Leading retail analyst Marisa Ortega delivers expert industry analysis of the US loyalty programs market with this in-depth report.

Loyalty is evolving; it has become a two-way street where consumers want tangible benefits, and in return, reward businesses with their advocacy and dollars.

Marisa Ortega
Retail & eCommerce Analyst