Dip into loyalty highlights that span 10 years, 100,000s of consumers, 34 countries, representing 100s of Marketers, and covering 1000s of programs and apps; history’s longest-standing, deepest, most robust data on consumer loyalty around the world. Wade even further into program and sector-level perspectives. Plus, examine behavioural and attitudinal benchmarks — all featuring operational and operator data and findings. We’ve filtered the past to predict the future.
The State of Loyalty:
COVID-19 — Get the Latest Research & Insights
To help marketers pivot strategies and prepare for the “new normal”, we are producing an ongoing series of tracker studies that provide data and insights on how to navigate these unprecedented times and plan for the changing consumer needs and expectations ahead.
Explore nowWhat's our global outlook?
Loyalty runs deep with Members worldwide—with strong and stable satisfaction perpetually correlating to measures of ‘Say’ (an NPS-equivalent), ‘Stay’ (likelihood to be retained) and ‘Spend’ (consolidated or growth in spending).
Loyalty Member Satisfaction, Globally
All Loyalty Programs
HIGHEST SATISFACTION
Turkey
66%
LOWEST SATISFACITON
Hong Kong
15%
north america
NORTH AMERICA
 |
||
| Canada | 33% | 51% |
|---|---|---|
| United States | 44% | 72% |
| Mexico | 51% | 73% |
SOUTH AMERICA
CENTRAL & SOUTH AMERICA
|
||
| Chile | 42% | -- |
|---|---|---|
| Brazil | 47% | -- |
| Peru | 35% | -- |
| Argentina | 45% | -- |
| Colombia | 46% | -- |
| Panama | 46% | -- |
westen europe
WESTERN EUROPE
|
||
| Germany | 38% | 68% |
|---|---|---|
| France | 28% | 47% |
| Netherlands | 35% | -- |
| Austria | 37% | 53% |
| Switzerland | 37% | -- |
| United Kingdom | 32% | 57% |
| Spain | 36% | 61% |
| Italy | 30% | 56% |
| Portugal | 41% | -- |
north europe
NORTHERN EUROPE
|
||
| Denmark | 39% | -- |
|---|---|---|
| Norway | 39% | -- |
| Finland | 32% | -- |
| Sweden | 32% | -- |
africa
MIDDLE EAST & AFRICA
|
||
| Turkey | 66% | -- |
|---|---|---|
| UAE | 51% | -- |
| Saudi Arabia | 45% | -- |
| Israel | 39% | -- |
| Kenya | 50% | -- |
russia
RUSSIA
|
||
| Russia | 44% | -- |
|---|
asia
ASIA PACIFIC
|
||
| China | 37% | -- |
|---|---|---|
| Japan | 16% | -- |
| Hong Kong | 15% | -- |
| India | 49% | 66% |
| Malaysia | 40% | -- |
| Australia | 30% | 34% |
How likely are customers to stay?
Loyalty Programs make consumers more likely to continue doing business with brands. While Loyalty’s influence has increased significantly over the last decade, it’s poised for a step-change growth-spurt to keep pace with consumer expectations.
Likelihood to Stay, over Time
How engaged are members?
Activity rates remain strong and stable. With an onslaught of new programs, and enrollment rising between two and three new programs per person over the last ten years, the ‘engagement gap’ is real—and brands face fierce competition for engagement.
Activity & Enrollment Rates, over Time
Active Memberships
Total Memberships
Year
Active
Total
How do strong programs measure up?
Engagement is a perfect storm of many factors – emotional and rational – which differ category to category, program to program, and region to region—and for most successful programs, we see them change on a program-specific basis over time.
Top 10 “QSR” Drivers of Member Engagement
%
%
Are targeted promotions hitting the mark?
Belovedness is in the eye of the beholder. Guiding perceptions is key to Loyalty—high perceived value; low actual cost; distance to goal; and Member vs Marketer perspectives. Oh, and mind the gap between personalization and privacy, in promotions.
Are Promotions Relevant?
Marketers Say
19%
Members Say
11%
Marketers Say
Members Say
How is the customer experience better for members?
The role of the program is to enhance the brand experience. Hand-raised customers have a growing expectation of differentiated experience versus their anonymous-customer counterparts—and brands have a long way to go to live up to that expectation.
The Program Makes My Brand Experience Better
Willing to Pay a Fee For Enhanced Benefits
Paid memberships, tiers and subscriptions can be the captains of customer loyalty—working best in promiscuous categories… But there’s a strong first-mover advantage, and younger consumers have surprising appetite for program aspects like these.
Willing to Pay a Fee for Enhanced Benefits
Tap any bubble to reveal a stat
Will Pay
How do brand representatives help?
In a world gone wild with digital, the role of the representative is to balance out the utility, comprehension and cognition of the program—which has best bang for buck on lifting satisfaction.
Representatives Help Me Get the Most Out of My Membership
%
Credit Cards: What do members think vs. do?
Credit Card Members are even more active than they think they are. Programs that focus on true drivers of Member engagement will keep them both top of mind, and wallet.
Past 12 Month Program Activity
Think They Participate
(Attitudinal Data)
(Attitudinal Data)
Do Participate
(Operational Data)
(Operational Data)
Attitudinal
%
Operational
%
The Loyalty Report
For nearly a decade, we have partnered with Visa, many issuers and merchants—all over the world—to understand the attitudinal and behavioral signals of customer loyalty and engagement.
Get The 2020 Report