Preferences For Brand Loyalty Programs Reflect Economic Climate

Merkle’s “2022 Loyalty Barometer” report finds consumers’ mindsets around preferred rewards have shifted. According to the report, today’s consumers are looking for more utility, choosing benefits that reduce their household’s financial commitment. A primary reason consumers don’t like loyalty programs is the time it takes to earn a reward, cited by 50% of respondents in 2022 (up from 45% in 2020).

Loyalty discounts on products and services are most sought by 79% of U.S. consumers (up from 71% in 20200, and consumers who said free products, services, or samples are a crucial benefit dropped from 75% in 2020 to 65% in 2022