The Top 254 Customer Loyalty Statistics for 2026 and Beyond

Let’s take a deep dive into loyalty statistics to find out what metrics are set to shape the coming years. There is a lot on the line: according to Fortune Business Insights, the global loyalty management market size was valued at $15.19 billion in 2025 and is projected to grow from $17.38 billion in 2026 to $51.65 billion by 2034, exhibiting a CAGR of 14.6% during the forecast period. That’s why it’s crucial for companies to be aware of these numbers. Prepare yourself for the most extensive compilation of customer loyalty statistics for the year 2026!

Also, feel free to check out Antavo’s Global Customer Loyalty Report featuring current and future loyalty industry trends.

Exploring the Customer Loyalty Market in 2026

As you dive into this collection, you’ll uncover not just customer loyalty, loyalty marketing, and loyalty program statistics, but also insights into key questions such as: 

• How AI is reshaping business and customer engagement
• Why customer loyalty is driven by more than price or repeat purchases
• Why customer experience remains a major loyalty battleground
• Why loyalty marketing needs to become more strategic and customer-centric
• Why loyalty programs remain valuable, but many need to evolve

Within our extensive compilation of more than 250 customer loyalty, loyalty marketing, and loyalty program statistics, you’ll undoubtedly find the answers you seek. 

We’ve put together an array of exciting loyalty statistics and resources, not only from Antavo but also from renowned companies such as Accenture, Adobe, Capgemini, Deloitte, Forrester, Gartner, HubSpot, KPMG, McKinsey, Ogilvy, PwC, and SAP. Furthermore, we’ve incorporated resources from several of our partners, like Acxiom, Braze, Dotdigital, and Salesforce. You can find links to all these sources at the end of the article. So, continue reading to discover today’s most captivating loyalty metrics.

1. Data, AI, Orchestration – Business Statistics

Data and AI are rapidly reshaping how businesses understand customers, run marketing operations, and make decisions. The stats show that companies are investing heavily in AI, bringing more activity in-house, piloting AI agents, and using predictive insights to segment audiences and improve campaign planning. At the same time, many teams still face major obstacles, from fragmented systems and unclear data ownership to privacy pressure, cybersecurity concerns, and gaps between what brands believe they explain and what customers actually understand. The next competitive advantage will come from brands that can connect their data, use AI responsibly, and turn customer insight into coordinated, useful experiences across every channel. 

1. 64% of surveyed organizations plan to increase AI investments over the next two years. (Deloitte)
2. 90% of retail executives expect AI to be used more than search engines by 2026. (Deloitte)
3. Driven by confidence in AI tools, 94% of retail executives expect to bring more marketing activities in-house. (Deloitte)
4. 40% of agentic projects will fail by 2027. (Gartner)
5. 75% of executives say the pressure to implement AI comes from top internal stakeholders more than customers. (PwC)
6. 98% of marketers with AI report at least one barrier to personalization. (Salesforce)
7. 48% of marketers say they haven’t figured out how to adapt marketing strategies to the broad use of AI. (Salesforce)
8. 41% of marketers using AI predict behavior to segment audiences, compared with 30% of marketers without AI. (Salesforce)
9. At least 15% of day-to-day work decisions will be made autonomously through agentic AI by 2028. (Gartner)
10. 33% of enterprise software applications will include agentic AI by 2028. (Gartner)
11. 82% of business leaders believe their company’s identity must evolve to keep pace with AI’s impact on markets. (Gartner)
12. 65% of CMOs expect AI to dramatically change their role within two years. (Gartner)
13. 81% of marketing leaders have AI agents in the piloting or production phase. (Gartner)
14. 49% of CMOs report that they need to make significant changes to their marketing team’s composition and skills over the next two years. (Gartner)
15. 37% of CMOs say they plan to create new AI-focused roles. (Gartner)
16. Nearly 50% of CMOs report that GenAI adoption has shifted marketing roles and responsibilities faster than expected. (Gartner)
17. 64% of executives say their organizations are creating more differentiated products to meet new needs and priorities, and 63% say their organizations are pursuing more diverse go-to-market channels. (Accenture)
18. 84% of business leaders believe that, in the future, customers will expect to talk to brands as naturally as they talk to friends. (Acxiom)
19. 85% of business leaders say that as voice and chat replace search, brands that don’t adapt risk vanishing from the conversation. (Acxiom)
20. 50% of retail executives report improved decision-making capabilities with AI insights. (Adobe)
21. 41% of retailers say fragmented data is preventing them from delivering real-time personalization. (Adobe)
22. 93% of marketers credit AI with more accurate customer insights, but the percentage of consumers who feel seen is 40 points lower. (Braze)
23. 60% of marketers use AI to support personalization across channels, but 48% lack the tools needed to orchestrate coordinated cross-channel experiences. (Braze)
24. 95% of marketing leaders expect AI to deliver ROI that drives business growth. (Braze)
25. 35% of businesses say that limited integration prevents clear performance analysis. (Antavo)
26. 45% of CMOs increased their paid search budget this year, and 40% increased their SEO investment. (Gartner)
27. By 2028, digital marketers are expected to allocate 30% of their paid social budget to support advertising and partnerships on subscription-based channels. (Gartner)
28. By 2028, mass digital detoxing will force CMOs to spend 70% of their total marketing budget on offline channels to better engage consumers. (Gartner)
29. By 2027, 85% of customer data will be generated from automated interactions or those led by AI agents. (Gartner)
30. 82% of CMOs say one-to-one personalization isn’t realistic right now, and their biggest cited obstacle is unclear ownership or access to data and tools, an integral part of activating personalized marketing. (PwC)
31. 88% of CMOs say privacy rules are making personalization more difficult. (PwC)
32. 52% of CMOs say they clearly explain the value of their data policies to customers. (PwC)
33. 48% of CMOs say building trust with customers through privacy and consent is a high priority. (PwC)
34. 36% of CMOs say managing data is a major challenge. (PwC)
35. 45% of CMOs strongly agree that they have the necessary data to meet changing customer needs, but only 38% say the same about using it effectively. (PwC)
36. 91% of CMOs say more frequent and/or broader cyber attacks pose a moderate or serious risk to their company. (PwC)
37. The brands that do invest in communities are already enjoying some long-term rewards. The brands that have fandoms focused on the benefits they offer report that almost 40% of engaged community members are more loyal and tend to spend more over time. (Acxiom)
38. 39% of brands say that a larger customer lifetime value is the biggest benefit of investing in a community or fandom. (Acxiom)
39. 39% of brands say that increased customer loyalty is the biggest benefit of investing in a community or fandom. (Acxiom)
40. 36% of brands say that improved customer engagement is the biggest benefit of investing in a community or fandom. (Acxiom)
41. 64% of customers say it is important for brands to demonstrate a commitment to inclusivity through their products and services, and this is even more important for younger age groups. (Acxiom)
42. 34% of consumers say a brand’s marketing and communications should be inclusive, for example, by ensuring they can be accessed in multiple languages. (Acxiom)
43. 68% of brands believe they offer a clear value exchange for capturing their customers’ information. (Acxiom)
44. 67% of brands believe their customers have a good understanding of how their data is used for marketing and advertising. But only 56% of consumers say this is the case. (Acxiom)
45. 78% of brands feel they are meeting customer expectations around personal data collection. But only 49% of consumers say they are satisfied with the current level of data transparency that companies provide. (Acxiom)
46. Only 32% of marketers are completely satisfied with how they use customer data to create relevant experiences. (Salesforce)
47. 34% of marketers are completely satisfied with the way they are unifying customer data. (Salesforce)
48. Marketers use an average of nine different tactics to gain a better understanding of their audience across the entire customer journey. (Salesforce)
49. 80% of marketers use loyalty programs to capture customer data. (Salesforce)
50. 85% of marketers use customer retention content for existing customers, like loyalty program invitations, for personalization. (Salesforce)
51. 58% of marketers say loyalty data is fully integrated throughout all functions and departments. (Salesforce)
52. Only 48% of marketers track customer lifetime value (CLV). (Salesforce)
53. 78% of marketers are satisfied with their ability to engage customers across channels. (Salesforce)
54. 71% of customers are increasingly protective of their personal information. (Salesforce)
55. 64% of customers believe companies are reckless with customer data. (Salesforce)
56. 60% of businesses track contribution to improving CX quality or loyalty. (Forrester)
57. 45% of consumers feel more comfortable with brands using purchase history than their online browsing history. (Gartner)
58. 45% of Consumers are also more open to personalization based on communication preferences or personal preferences, such as a hobby. (Gartner)
59. 62% of consumers would rather give up more relevant and personalized experiences than have their digital behaviors tracked. (Gartner)

2. Relevance, Retention, and Growth – Loyalty Marketing Statistics

Loyalty marketing is becoming a key driver of customer growth and retention, but the data show that relevance remains a major challenge. Many consumers feel the marketing they receive is not personalized enough, and even when they join membership programs or share preference data, they do not always see a better shopping experience in return. 

At the same time, brands recognize the value of rewarding loyalty through exclusive offers, experiences, recommendations, tiered benefits, and advocacy, with many using customer data, AI, and machine learning to make these interactions more tailored. The opportunity lies in moving beyond generic campaigns and using loyalty as a strategic engine to drive deeper engagement, stronger referrals, higher customer lifetime value, and more meaningful omnichannel experiences.

60. 60% of consumers believe most of the marketing emails they receive aren’t relevant to them. (SAP)
61. 16% of marketers say they feel they can excel in the new engagement-driven landscape. (SAP)
62. 68% of marketing teams say that AI is meaningfully increasing their productivity, freeing up precious time for strategic thinking on how to connect with customers. (HubSpot)
63. 93% of marketers report that personalization improves leads or purchases. (HubSpot)
64. Reasons for switching brands: 60% say that only loyalty membership holders receive a personalized experience compared to non-members. 65% say subscribing to a membership program and sharing preference data did not result in a better shopping experience. (Capgemini)
65. Meal kit brands command the highest loyalty, according to 70% of consumers, followed by luxury products at 65%. Among retailers, last-mile delivery services like Instacart came top, followed by e-tailers (68% and 65%, respectively). (Capgemini)
66. Quick delivery, product assortment, a loyalty program, and a seamless omnichannel shopping experience are the top factors influencing consumer loyalty when it comes to grocery stores. (Capgemini)
67. Product assortment, a loyalty program, product customization, and a seamless omnichannel shopping experience are the top factors influencing consumer loyalty in apparel and fashion stores. (Capgemini)
68. 69% of brands offer rewards and benefits to their most loyal customers, 68% to existing customers, and 45% to new customers. (Acxiom)
69. 61% of brands that offer rewards and benefits have a loyalty scheme or plan. (Acxiom)
70. 66% of brands that offer rewards and benefits require customers to sign up to a plan in order to receive benefits. (Acxiom)
71. 44% of consumers are willing to share personal data with a brand in return for additional loyalty rewards. (Acxiom)
72. 36% were unwilling, and 20% were unsure, indicating that brands either need to offer more enticing rewards or build greater trust around data privacy. (Acxiom)
73. 46% of brands say that more customer referrals through brand advocates is the top benefit for rewarding loyalty. 44% say it’s enhanced customer lifetime value, 42% it’s increased customer retention, and 37% it’s access to valuable customer data. (Acxiom)
74. Only 33% of brands say they use advocacy or referrals to measure loyalty, which is surprising when referrals through brand advocates were identified as one of the top benefits of reward programs. (Acxiom)
75. Only 6% of brands use the net promoter score (NPS), which has been the standard measurement of customer satisfaction and loyalty for the last 20 years. (Acxiom)
76. 67% of the organizations that reward their customers are leveraging customer data to personalize benefits. And 49% of these are using AI or machine learning to do so. (Acxiom)
77. 51% of brands reward loyalty with exclusive discounts or offers, 49% with exclusive events or experiences, and 48% with personalized recommendations. (Acxiom)
78. 72% of brands feel it would be beneficial to create a sense of exclusivity around their loyalty schemes. (Acxiom)
79. 70% of the brands that reward customers offer tiered benefits, and of these, 42% are utilize AI or machine learning to support a tiered system and deliver customized experiences. (Acxiom)

3. Rewards, Recognition, Relationships – Customer Loyalty Statistics

Customer loyalty is increasingly influenced by how well brands make shoppers feel understood, appreciated, and rewarded beyond price alone. The data shows that younger consumers are especially willing to share information and spend more when brands offer tailored perks, better offers, and experiences that feel specific to them. However, many companies still struggle to stand out, with generic messaging, disconnected channels, excessive promotions, and unclear benefits weakening the customer-brand connection. To keep shoppers coming back, brands need to combine meaningful rewards, clear communication, smooth omnichannel journeys, and responsible data practices so that customers feel seen, supported, and genuinely appreciated over time.  

80. 40% of a brand’s perceived value is driven by factors other than price. (Deloitte)
81. 89% of Gen Z and 87% of Millennials surveyed are willing to share personal information for more tailored offers or experiences. (Deloitte)
82. 62% of Gen Z and 64% of Millennials say they would opt into hyper-personalized loyalty settings to access better perks and rewards. (Deloitte)
83. 51% of Gen Z and 53% of Millennials say they would spend more at that brand if it offered a personalized experience. (Deloitte)
84. 38% of Gen X and 19% of Boomers say they would spend more at that brand if it offered a personalized experience. (Deloitte)
85. 46% of retail executives are focused on enhancing omnichannel experiences as a top growth opportunity for 2026. (Deloitte)
86. 84% of brands do not excel in differentiating themselves with personalization. (SAP) 
87. 84% of executives say they’ve increased spending on customer loyalty, 83% admit they need better tools to measure what’s actually driving purchases. (PwC)
88. 46% of marketing teams report challenges due to a lack of data on customer preferences and difficulty providing content relevant to customer needs. (Salesforce)
89. 71% of consumers would switch brands if pack sizes or product quality were reduced without clear communication. (Capgemini)
90. 31% of consumers who use AI daily say it has made them aware of how similar all brand messaging sounds. (Accenture)
91. 93% of marketers say AI helps them understand their customers’ wants and needs more accurately, but 53% of consumers say brands are accurately predicting their wants and needs. (Braze)
92. 52% of consumers say most brands they see online look the same, with no memorable distinction. (Braze)
93. 41% of QSR brands are top-performing when it comes to using data to personalize messages, coming in eight points above the global average and easily outperforming all other industries. (Braze)
94. 93% of consumers report that daily promotional messages from brands are “too much”. (Dotdigital)
95. 60% of consumers would choose a brand that offers a loyalty scheme over one that does not. (Acxiom)
96. 59% of consumers believe they should receive benefits (like discounts or rewards) as a new customer, and a significantly greater 78% believe they deserve rewards for being a loyal customer. (Acxiom)
97. 78% are more likely to stay loyal to a brand if they receive rewards in return for their continued investment. (Acxiom)
98. 66% of consumers say that discounts or rewards not available to all customers would make them more likely to consider a brand for their next purchase. (Acxiom)
99. 52% of consumers say that offers or rewards that are tailored to their preferences would make them more likely to consider a brand for their next purchase. (Acxiom)
100. 40% of consumers say that early access to sales would make them more likely to consider a brand for their next purchase. (Acxiom)
101. 40% of consumers report canceling a membership or subscription due to a lack of value for money. 31% because the rewards felt inadequate, and 29% due to poor customer service. (Acxiom)
102. 91% of organizations offer some form of reward to their customers. (Acxiom)
103. Among the 91% of brands offering rewards or benefits, 56% place a strong emphasis on their most loyal customers. (Acxiom)
104. 83% of program owners who measure ROI reported a positive return on investment. They said that their loyalty program generates 5.2 times more revenue than it costs. Last year it was 4.8X. (Antavo)
105. Only 39% of marketers say their customers get full loyalty program functionality across touchpoints. (Salesforce)
106. 29% of CMOs say attracting and retaining customers is a major challenge. (PwC)
107. 76% of CMOs say complying with privacy regulations is a challenge, and it makes it difficult to build trust and find lasting customer loyalty. (PwC)

4. Trust, Ease, and Personalization – Customer Experience Statistics

Customer experience has become one of the most important drivers of loyalty, but brands are under increasing pressure to keep up with rising expectations. The data shows that consumers want experiences that are easy, consistent, personalized, and trustworthy across every channel, yet many still feel misunderstood, frustrated by disconnected journeys, or concerned about how their data is used. 

AI and automation are creating new opportunities to deliver faster support and more tailored interactions, but customers still expect transparency, control, and human-centered experiences that reduce effort rather than add complexity. As price sensitivity, brand values, online reviews, and authenticity all influence buying decisions, the brands that stand out will be those that make customers feel recognized, respected, and genuinely supported at every touchpoint. 

108. In the US, for the second year in a row, 25% of brands’ customer experience rankings declined in 2025, compared to only 7% that improved. (Forrester)
109. Across Europe, 7% of brands improved their customer experience scores this year, while 2% declined and 90% remained statistically unchanged. (Forrester)
110. In Australia, Singapore, and India, 37% of brands’ customer experience scores fell, and 58% remained unchanged. (Forrester)
111. 40% of consumers say brands don’t understand them as people. (SAP)
112. 15% of consumers buy products purely because they’re trending or going viral on TikTok specifically. (SAP)
113. 15% of consumers have bought products they didn’t even need, just because they were trending, while 20% of consumers feel emotionally connected to products just because they’re trending. (SAP)
114. 29% of consumers quickly lose interest in products after they stop trending, even if they were obsessed with them at first. (SAP)
115. 19% of consumers trust products more and believe the hype if they’re going viral. (SAP)
116. 70% of Gen Z say they’re loyal to a brand they love and trust, while 39% have switched brands over poor sustainability practices. (SAP)
117. 69% of consumers say that comparing prices significantly influences their decision to engage with a brand, and that number extends to 70% across multiple industries. (PwC)
118. 61% of customers say online reviews and ratings influence their decision to engage with brands. (PwC)
119. 29% of consumers say they stopped using or buying from a brand due to a poor customer experience, either online or in person. (PwC)
120. 70% of executives think customer expectations are outpacing their organization’s ability to adapt. (PwC)
121. 75% of consumers say it feels like brands don’t think about whether consumers even want the technology they are investing in. (PwC)
122. 56% of U.S. consumers say they will embrace AI or already have, up from 48% in 2023. (Gartner)
123. By 2028, 60% of brands will use agentic AI to facilitate streamlined one-to-one consumer interactions. (Gartner)
124. 70% of consumers think AI is changing how we interact with brands faster than anyone is ready for. (Acxiom)
125. Only 30% of consumers would choose a conversational interface for everyday support. (Acxiom)
126. However, 97% of brands expect conversational interfaces to be widely used in the next 2-3 years. 65% of customers say that if AI decides for them, it stops being their experience. (Acxiom)
127. A significant 45% of consumers agree that if AI makes the right choices for them, they don’t need to know how it works. (Acxiom)
128. 58% of customers say that, despite AI, it still takes too much effort to engage with brands. (Acxiom)
129. 73% of consumers say a standout experience requires minimal effort from brands.(Acxiom)
130. 73% of customers say it’s frustrating when they have to jump between apps or platforms just to get one thing done. (Acxiom)
131. 81% of brands believe agentic AI will streamline customer journeys, but at the cost of customer choice. (Acxiom)
132. 63% percent of customers want generative AI to provide hyper-personalized content. (Capgemini)
133. 71% of consumers are worried about a lack of clarity and transparency regarding how Gen AI uses their personal data. (Capgemini)
134. 75% of consumers find traditional ‘money-off’ promotions to be the most effective deal, followed by percentage discounts (74%) and BOGOF (73%). (Capgemini)
135. 65% of consumers agree that technology has made shopping less stressful. (Capgemini)
136. 34% of consumers would switch from a preferred brand to one that makes them feel special. (Accenture)
137. 75% of consumers say a consistent experience across all physical and digital channels is important, but only 41% of brands deliver this effectively. (Adobe)
138. 66% of consumers expect quick support via automated systems like chatbots or virtual assistants. (Adobe)
139. 87% of consumers expect retailers to handle their personal data responsibly and securely, but only 46% believe brands are doing so. (Adobe)
140. Customers who received personalized communications were 3.7 times more likely to purchase more from a brand or supplier than originally intended compared to customers who did not receive personalized communications. (Gartner)
141. 58% of consumers say brands don’t understand their needs and preferences. (Gartner)
142.  48% of customers perceived personalized digital communications as irrelevant, creepy, or both. (Gartner)
143. 31% of marketers are completely satisfied with the way they deliver omnichannel experiences. (Salesforce)
144. 50% of all consumers report that brand values have become more important to them over the past few years. (Ogilvy)
145. 98% of consumers are aware that their data is being used to tailor marketing and advertising. Yet only 57% feel they have a reasonable understanding of how their data is being used. (Acxiom)
146. 78% of consumers say they are more likely to trust a brand if it’s transparent about the personal data it collects. (Acxiom)
147. 53% often or always question the authenticity of product reviews when they see them. (Accenture)
148. 60% of people are questioning the authenticity of online content more than before. (Accenture)
149. Of that 60% 77% indicate they’re more intentional about their use of social media instead. (Accenture)
150. Instead of doomscrolling, 52% are spending time with friends in person, and 42% are shopping in physical retail more than they did a year before. (Accenture)
151. 68% of people would engage more with a brand that educates them through blogs and videos. (Accenture)
152. 40% of CMOs say personalizing the customer experience is a high priority. (PwC)
153. 45% of consumers tried a new brand in the last year because it offered better deals. (Salesforce)
154. 65% of consumers stopped buying from a brand in the last year because of high prices. (Salesforce)
155. 43% of consumers stopped buying from a brand in the last year because of a poor customer service experience. (Salesforce)
156. 73% of customers feel brands treat them as unique individuals, up from 39% in 2023, but only 49% feel brands use their information in a beneficial way. (Salesforce)

5. Technology, Innovation, and Impact – Customer Engagement Statistics 

AI is quickly reshaping how brands engage with customers, from AI-powered personal shoppers and shopping tools to customer service automation, predictive insights, and more efficient marketing workflows. The opportunity is clear: consumers are increasingly open to AI when it delivers relevant, helpful, and personalized experiences, while businesses are investing heavily in AI to improve efficiency, feedback, and customer outcomes. 

However, the data also shows that trust remains the deciding factor. Many customers are still uncomfortable with brands using AI to understand their needs, and they want transparency, control, and human validation when AI is involved. As AI becomes a larger part of the customer journey, the most successful brands will be those that combine intelligent automation with clear communication, responsible data use, and a human touch that reassures customers and enhances their experience.

157. 58% of consumers say they are only somewhat or not at all comfortable using AI tools to engage with brands. (PwC)
158. 92% of executives say it would be helpful to have mechanisms in place to gather customer feedback on their AI solutions. (PwC)
159. Consumers are relatively accepting of AI, with 83% willing to let brands use it to influence their decisions. (Acxiom)
160. 25% of customers have already used Gen AI shopping tools in 2025, while a further 31% plan to use them in the future. (Capgemini)
161. 75% of customers are open to using a trusted AI-powered personal shopper that understands their needs. (Accenture)
162. 72% of brands using AI in customer service report increased positive customer feedback. (Acxiom)
163. 59% of those brands using AI in customer service are seeing improvement in internal efficiencies, and 55% say they’re reducing overheads in the CX function. (Acxiom)
164. Consumers are becoming more aware of AI’s role in their daily lives. 75% report having at least a basic understanding of AI, only 23% say they have a solid grasp on how it works. (Acxiom)
165. By 2027, mobile app usage is expected to decrease by 25% as audiences shift to using AI assistants. (Gartner)
166. 78% of organizations are using AI in at least one business function, and 92% of executives are planning to invest more over the next three years. (McKinsey)
167. 34% of marketers are completely satisfied with how they’re unlocking the value of AI. (Salesforce)
168. 62% of CM leaders expect generative AI to deliver measurable value within the next 12 months or more. (PwC)
169.  78% of CMOs say they’d use GenAI to make changes to their business model. (PwC)
170. 32% of marketing organizations have fully implemented AI in their workflows, and an additional 43% are experimenting with it. (Salesforce)
171. 68% of customers say advances in AI make it more important for companies to be trustworthy. (Salesforce)
172. 72% of customers believe it’s important to know when they are communicating with an AI agent. (Salesforce)
173. Only 39% of customers are comfortable with brands using AI to understand their needs. (Salesforce)
174. 40% of customers agree that AI raises the bar on customer experience. (Salesforce)
175. 71% of customers believe it is important for a human to validate the output of AI. (Salesforce)

6. Engagement, Value, and Reinvention – Loyalty Program Statistics

Loyalty programs continue to influence customer behavior, with consumers spending more, engaging more often, and even choosing brands based on the benefits they offer. However, the data also reveals a growing tension: customers are enrolled in multiple programs but actively engage with fewer of them, and many are becoming more selective about where they invest their attention. 

Discounts, rewards, mobile access, personalization, and flexible benefits still matter, but brands must now go further to prove ongoing value and avoid loyalty fatigue. For program owners, this creates both pressure and opportunity: while many report positive ROI and strong satisfaction, challenges around data analysis, integration, measurement, and long-term engagement remain. 

The next era of loyalty will be defined by smarter technology, AI-driven personalization, reward customization, seamless omnichannel experiences, and programs that feel genuinely useful in customers’ everyday lives.

176. 72% of consumers say loyalty programs make them more likely to spend with their preferred brand. (Deloitte)
177. 56% of consumers increase their spending because of the program. (Deloitte)
178. 80% of consumers note they get more from the brand because of the loyalty program. (Deloitte)
179. Across industries, the average consumer enrolls in 8 loyalty programs, yet actively participates in only 5. (Deloitte)
180.  64% of consumers are more likely to spend with a brand if they have a loyalty card or subscription. (SAP)
181. 42% of Millennials have a brand’s app on their phone. (SAP)
182. 57% of executives say that while customer loyalty is vital, 46% say their company’s current loyalty program will be irrelevant in three years. (PwC)
183. 65% of consumers say loyalty programs influence switching decisions. (Capgemini)
184. 41% of consumers remain loyal to a brand specifically because it offers a loyalty program. (EY)
185. In 2025, 50% of consumers feel more positive about a brand with loyalty programs, compared with 67% in 2024. (EY)
186. In 2025, 43% of customers believe that loyalty programs increase their spending to a general or great extent, compared with 58% in 2024. (EY)
187. 52% of customers use loyalty programs at least weekly, as compared to 10% daily, 25% monthly, and 5% yearly. (EY)
188. 35% of consumers are signing up for loyalty programs on company sites, 30% on brands’ mobile apps, and 16% at the store checkout counter. (EY)
189. 58% of consumers enroll in loyalty programs to get rewards on a current purchase, and 50% enroll for specific loyalty discounts. (EY)
190. 31% of corporate loyalty programs are available through in-store/POS, 48% through online channels, 37% through mobile applications, and 40% through omnichannel channels. (EY)
191. 41% of consumers use mobile apps for loyalty programs 1-2 times a week, 12% use them daily, 32% use them 1-2 times a month, 12% use them rarely, and 4% never use them. (EY)
192. 69% of consumers say they enjoy and find discounts and coupons the most valuable of rewards and loyalty programs. (EY)
193. 22% of customers are most likely to sign up for a program through a friend’s recommendation. (EY)
194. 77% of US online adults agree that they like to engage with loyalty programs even when they’re not purchasing. (Forrester)
195. 46% of brands say the biggest challenge when running a loyalty program is the difficulty of measuring program success, 44% say the difficulty of maintaining long-term, 43% say data privacy and protection concerns, and  38% say the difficulty of getting customers to redeem points. (Acxiom)
196. 21% of the brands that claim to reward customers have a dedicated loyalty platform or software system to manage their loyalty program. (Acxiom)
197. 45% of brands using a loyalty platform report struggling to fully integrate it with their existing systems. (Acxiom)
198. 89% of program owners are confident that loyalty is driving value that they wouldn’t get otherwise. (Antavo)
199. 9 out of 10 program owners say that they have challenges analyzing their loyalty data.
200. 83% of loyalty program owners are satisfied or very satisfied with their loyalty program. (Antavo)
201. 91% of loyalty program owners use loyalty data in pricing and promotions. (Antavo)
202. 51% of marketers now use AI in loyalty program management, a big leap from 2025’s 37%. (Antavo)
203. 41% of consumers said that they would like to see loyalty program points that don’t expire. (Antavo)
204. 66% of customers say that using a loyalty program is now part of their lives. (Antavo)
205. 49% members say it takes too long to earn rewards, 41% are frustrated by expiring points, and 39% find rewards unattractive. (Antavo)
206. 74% of loyalty program members quit after 2 months in 2025, meaning that they stop engaging but still maintain their membership. (Antavo)
207. While 83% of marketers believe they make members feel valued, only 56% of consumers feel the same. (Antavo)
208. 69% of customers say promotions influence their shopping behavior. (Antavo)
209. 36% of customers would use points pooling if it were available, while 72% would shop more with brands that offer this functionality. (Antavo)
210. 59% of loyalty program owners who also run promotions may move promotional spend into loyalty and engagement. (Antavo)
211. 44% of loyalty program owners say that the biggest red flag is investing heavily without seeing an impact on financial returns or customer engagement. (Antavo)
212. 93% of loyalty program owners who track ROI reported positive returns, with an average of 5.3X. (Antavo)
213. 51% of program owners said they are offering AI-driven personalization, and 41% said they plan to offer it in the next two years. (Antavo)
214. Most brands with loyalty programs are already running promotions, with 6 out of 10 intending to allocate more budget into loyalty. (Antavo)
215. 59% of millennial consumers consider loyalty programs to be important or extremely important for future loyalty and commitment to a brand. (Dotdigital)
216. 50% of millennials preferred 50% cashback as a loyalty reward, 49% free shipping and delivery, while 42% preferred birthday and anniversary rewards. (Dotdigital)
217. 62% of brands are satisfied with their loyalty program because it fosters deeper engagement with consumers, 61% because it drives repeat business and incremental sales, and 58% because it helps gather valuable consumer data. (Antavo)
218. 66% of program owners are likely to revamp their loyalty program in the next three years. (Antavo)
219. 54% of program owners are likely to re-platform to a different loyalty program technology in the next three years. (Antavo)
220. 71% of brands are dissatisfied with their loyalty programs due to poor integration with the overall consumer experience. (Antavo)
221. Loyalty program owners allocate 31% of their total marketing budget to consumer loyalty and CRM. This is a 4% increase from last year. (Antavo)
222. 29% of companies identified “ease of managing the loyalty program” as the most valuable aspect of third-party loyalty technology. (Antavo)
223. 21.8 people, on average, are involved in managing the loyalty program per organization. (Antavo)
224. In 71% of cases, loyalty and consumer experience are managed by the same department, usually under the CMO or CEO. (Antavo)
225. 70% of consumers join a loyalty program to earn rewards, discounts, or cash back, 36% for personalized offers, 36% for free shipping/returns, and 26% for exclusive member-only products. (Antavo)
226. 41% of consumers would like to see no expiration of points in loyalty programs, 40% want more ways to earn points, 34% desire more flexibility when redeeming points or rewards, and 23% want more rewards from partners. (Antavo)
227. 59% of respondents prefer to interact with loyalty programs via mobile apps. Digital cards are preferred by 35%, plastic cards by 29%, and websites by 29%. (Antavo)
228. 41% of Baby Boomers prefer plastic cards as their favorite loyalty channel. (Antavo)
229. 62% of Gen X prefer mobile apps as their favorite loyalty channel. (Antavo)
230. 69% of Millennials prefer mobile apps as their favorite loyalty channel. (Antavo)
231. 65% of Gen Z prefer mobile apps as their favorite loyalty channel. (Antavo)
232. 40% of consumers would be more likely to join a loyalty program if it had AI. 49% are undecided. (Antavo)
233. 37% of program owners utilize AI to manage their loyalty programs. Of those companies, 45% claimed AI enhances team productivity by saving time, and 31% said that AI helps save money through increased efficiency. (Antavo)
234. 47% of consultants reported that the companies they work with utilize AI in managing their loyalty programs. (Antavo)
235. 45% of program owners are interested in using AI for loyalty scope planning. (Antavo)
236. 67% of program owners said that they would feel comfortable using AI-powered agents. (Antavo)
237. 70% of agencies stated that they would be comfortable working with agentic AI. (Antavo)
238. 81% of members prefer to shop with brands that offer reward customization. (Antavo)
239. 49% of program owners currently offer reward customization. (Antavo)
240. 80% of future program owners want to provide reward customization. (Antavo)
241. 55% of consumers would be more likely to share information if it were collected through games or quizzes. (Antavo)
242. 42% of program owners currently offer gamified data collection. (Antavo)
243. 76% of future program owners want to provide gamified data collection. (Antavo)
244. 76% of members would rather shop with brands that offer account sharing or points pooling. (Antavo)
245. 44% of program owners currently offer account sharing or points pooling. (Antavo)
246. 65% of future program owners want to provide account sharing or points pooling. (Antavo)
247. Seven out of ten loyalty program owners believe that the benefits of account sharing outweigh the costs. (Antavo)
248. 53% of consumers switch brands/retailers regularly, despite subscribing to their loyalty programs. (Capgemini)
249. In tailored loyalty programs, satisfaction with Gen AI has dropped from 37% to 30%, with Millennials (24%) particularly disillusioned. (Capgemini)
250. 34% of marketers are completely satisfied with the performance of their loyalty program. (Salesforce)
251. 88% of satisfied premium loyalty program members in the hotel and lodging space prefer that business over a competitor offering a lower price. (KPMG)
252. 83% of loyalty members in the hotel and lodging space say joining a loyalty program will lead them to continue purchasing from that business. (KPMG)
253. 70% of loyalty members in the hotel and lodging space recommend brands to others if they believe the brands’ loyalty programs add value. (KPMG)
254. 66% of loyalty members in the hotel and lodging space modify spending to maximize loyalty benefits. (KPMG)

The Bottom Line

After reviewing the latest customer loyalty, loyalty marketing, and loyalty program statistics for 2026 and beyond, you now have all the necessary metrics to bolster your loyalty business case. In a market flooded with options, businesses must elevate their strategies to remain prominent in customers’ considerations and keep them from opting for a competitor. 

Prioritizing customer experience and personalization, alongside nurturing emotional loyalty, enables companies to create a strong bond with their customers, fostering ongoing loyalty. 

Are you interested in exploring the launch or revamp of a loyalty program with an expert? Feel free to reach out to Antavo’s team to discover how our technology can make your loyalty program dreams come true, simply book a demo. 

And don’t forget to download Antavo’s Global Customer Loyalty Report for trends that are shown through the eyes of loyalty program owners!

Used Sources

• Accenture:
• Acxiom:
• Adobe
• Antavo:
• Braze
• Capgemini:
• Deloitte: 
• Dotdigital
• Forrester:
• Gartner:
• HubSpot
• KPMG:
• McKinsey:
• Ogilvy:
• PwC:
• Salesforce:
• SAP: