Consumers are avidly signing up for loyalty programs and opting in to email communications, according to The Changing Look Of Loyalty, a study from The Lacek Group,, an Ogilvy Experience company, and Sitecore.
Of the shoppers polled worldwide, 66% have joined a brand loyalty program, and 81% have subscribed to email, SMS or social messaging. But 44% have stopped engaging with a loyalty scheme because of a single bad experience.
Digital engagement is paramount, with 97% expecting at least one type of interaction with a loyalty program.
Consumers feel it is critically important that they can interact with companies via these channels:
Overall, 62% agree that personalized communications from brand loyalty programs are a must-have, but the percentage is higher in EMEA (78%) and lower in the U.S. and the U.K. (49%).
Consumers feel loyalty to brands for these reasons:
Meanwhile, 72% of members know exactly how many brand loyalty programs they belong to.
Lacek Group surveyed roughly 500 consumers apiece in these locations: Australia, Brazil, Mainland China, Hong Kong, India, Indonesia, Mexico, New Zealand, South Africa, Spain, UA.E., the U.K. and the U.S.