How’s a business in 2022? Normal again? A new normal? Do you ever doubt normalcy?
In this not-quite-post-pandemic environment, firms must re-engage members.
Statistics reveal a bright future for firms eager to discover what customers and members want now.
Companies around the world continue to analyze their customers. Patterns in the best corporate discount programs, association member benefits, white-label rewards programs, and membership incentives share tactics have been discovered through research.
This page contains raw data. We’ve collated thousands of loyalty statistics published in 2022, such as how many individuals are involved in loyalty programs and what they want from them.
Enjoy!
Note: We do not claim 100% accuracy about the statistics mentioned below :
2022 Customer Engagement & Loyalty Statistics
2022 Loyalty Program / Loyalty Marketing Statistics
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2022 Customer Engagement & Loyalty Statistics
- 38.5% of global shoppers believe they have to buy from a certain brand multiple times before they consider themselves “loyal”.
- When asked what it means to be loyal to a brand, global shoppers answered:
- Buying from the same brand repeatedly (82.2%)
- Pride in being associated with the brand (43.3%)
- Buying from the brand despite cheaper competitors (42%)
- Recommending the brand to others (47%)
- 86% of customers are willing to pay more for a great customer experience.
- 44% of consumers will continue to shop at brands that don’t share their values, 60% are unaware of where their favorite brands fall on the political spectrum and 75% believe brands have as much right to free speech as individuals.
- 69% of consumers say their favorite brand is part of who they are, with 24% of them strongly feeling the brand impacts their identity.
- 56% of consumers still shop with brands that have contrary beliefs in order to get a better deal.
- 76% of people report their loyalty to a brand is impacted by the opinions of friends and family, while paid celebrities/influencer endorsements only impact 44%, and media coverage impacts 57%.
- Only 16% of consumers say a brand’s values are the main reason they stay loyal, and the same would abandon a brand if it didn’t live up to its pledges.
- Customers are loyal to their favorite brands for the following reasons:
- Higher quality product (27%)
- Strong sense of community (22%)
- Better prices (17%)
- Knows me and my preferences (11%)
- Customers who consider the community to be an important value believe these activities to be the most important for fostering a sense of community:
- Joining online groups (34%)
- Attending in-person events (32%)
- Consuming brand-related content (18%)
- Receiving exclusive products or offers (15%)
- Customers are most likely to lose loyalty to their favorite brands and try a different brand instead when:
- The brand’s product quality declines (65%)
- The brand’s prices increase (47%)
- The brand takes a stance on a social issue they disagree with (33%)
- Delivery becomes slow or unreliable (23%)
- I hear the brand isn’t living up to its publicly stated values (16%)
- My friends/family stop talking about or posting about the brand (15%)
- The brand stops hosting in-person events (6%)
- When thinking about their favorite brands, Gen Z is most likely to report they are loyal because “this brand does good in the world or has a positive social impact” (28%), millennials are loyal because “I feel a strong sense of community with other loyalty to this brand (28%) and other generations are loyal because “this brand offers a higher quality product than similar brands: Gen X (30%), Baby boomers (47%) and those over 74 (41%).
- 58% of consumers have rarely or never shared a post about their favorite brand on social media.
- 16% of consumers have participated in a boycott of a brand they regularly bought from, 14% have destroyed or thrown something from the brand away and 11% have posted something negative about the brand on social media.
- 67% of consumers buy from their favorite brands at least once a month.
- 48% of consumers have told friends about their favorite brands in the last 12 months.
- 24% of consumers provide feedback and fill out surveys from their favorite brands.
- 19% of consumers share personal data with their favorite brands.
- 63% of consumers believe that liking or buying a brand can be a political statement.
- 75% of consumers believe brands are canceled too quickly, and 79% say brands can be unfairly targeted for political reasons.
- 62% of consumers believe that throwing away or destroying a product is a bad way to show disapproval of a brand.
- Consumers are willing to share the following personal information with their favorite brands in exchange for a better customer experience or discount: Email (73%), Name (65%), Birthday (56%), Phone number (38%), Demographic data like race, income and age (34%), Home address (31%), Social media handle (21%), Health and well-being data like heart rate and sleep times (12%), Biometric data like fingerprints and eye scans (8%), Social security number (8%) and Web browsing history (7%).
- On average, younger consumers are far more likely to be aware of the values and social stances of brands: 72% of Gen Z, 58% of millennials, 49% of Gen X, 32% of baby boomers, and 28% of those over 74.
- In March 2022, 60% of US consumers believed brands should stop doing business in Russia.
- When already loyal to a brand, U.S. shoppers are willing to:
- Sign up for a loyalty program (73.3%)
- Wait until an out-of-stock item is back in stock (66%)
- Sign up for emails (63.1%)
- Sign up for text (41.5%)
- Pay more to buy with the brand despite cheaper competitors (53.5%)
- Recommend it to others (58.8%)
2022 Loyalty Program / Loyalty Marketing Statistics
- 86% of U.S. shoppers said that a loyalty program influences them to buy again from a brand.
- 44% of U.S. shoppers said that a loyalty program highly influences their purchase decision.
- 76% of U.S. shoppers are most likely to participate in a food & beverage brand’s loyalty program, 66.2% in fashion & apparel, 55.4% in beauty & cosmetics, 55.1% in consumer electronics, and 31% in home electronics.
- Loyalty programs make 60% of global shoppers more loyal to a brand.
- 65% of global shoppers would sign up for a loyalty program with a brand to which they are already loyal.
- When they are already loyal to a brand, global shoppers are willing to:
- Sign up for their loyalty program (65.3%)
- Wait to purchase out-of-stock items until they are back in stock (59%)
- Sign up for emails (58.5%)
- Recommend to others (54.5%)
- Sign up for texts (23.1%)
- 83% of global shoppers said belonging to a loyalty program influences their decision to buy again from a brand.
- 64% of consumers check their loyalty status or points at least once a month, and 36% check weekly.
- 32% of consumers have participated in their favorite brand’s loyalty program in the last 12 months. The coupon industry is projected to grow 56.5% by 2025.
- 54% of organizations will prioritize shifting from reactive to proactive service in 2022.
- 82% of organizations have or plan to have a “value enhancement strategy” to help promote business growth.
- 74% of organizations say creating a seamless customer journey across assisted and self-service channels is “important” or “very important”.
- 53% of organizations don’t believe they make it easy for customers to handle their issues/requests.
- By 2025, 75% of brands are predicted to “break up” with poor-fit customers.
- Only 14% of organizations have achieved a 360-degree view of their customers, and 82% said they aspire to attain this goal.
- 80% of customers are demanding quicker responses from businesses in 2022.
- 39% of consumers prefer self-service customer service options because they feel that is the quickest route to a solution.
- 61% of consumers admire companies that use a mix of self-service and human customer service options.
- 39% of customers expect agents to know who they are and the context of their query immediately.
- 59.8% of global shoppers want to engage with a brand’s loyalty program via mobile devices while shopping online, and 48.7% via mobile devices while shopping in-store.
- 25.2% of shoppers say their biggest frustration with loyalty programs is the disconnect between the retailer’s online and offline presence.
- When engaging with a loyalty program in-store, 70.1% of shoppers prefer to engage via a mobile device rather than through a store associate (23.7).
- 73.3% of U.S. shoppers would sign up for the loyalty program of a brand to which they are already loyal.
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