What's Inside

Loyalty programs play a vital role in driving customer engagement, customer retention and lifetime value, ultimately increasing sales and profits. In a March 2024 Coresight Research survey, a net 39.5% of surveyed US consumers reported spending more with a brand or retailer since joining their loyalty program.

How can US brands and retailers gain a competitive edge in long-term customer loyalty? We analyze proprietary survey findings to uncover what US consumers want from loyalty programs, and discuss the opportunities for retailers to drive engagement and sales through AI (artificial intelligence), gamification, experiential rewards and more.

Data in this research report include proprietary US consumer survey findings on the following:

• Consumer changes in spending levels since joining a loyalty program
• Types of benefits that consumers like in a loyalty program
• What consumers do not like about a loyalty program of which they are a member
• Loyalty-program membership rates—supermarket and nongrocery retailers’ programs
• Top benefits that would motivate consumers to switch to a premium loyalty program

Companies mentioned in this report include: Adidas, Albertsons, Amazon, Barefaced, Best Buy, Claire’s, Sephora, Target, Under Armour, Walmart

Other relevant research:

• Analyst Corner—Blending Monetary Rewards, Experiences and Technology: Explore US Retail Loyalty Programs with Sujeet Naik
• Five Strategies for Success in US Grocery Retail: Leveraging First-Party Data To Offer a Connected Shopping Experience