• by Ray Schultz , April 13, 2022

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: 

• Brand website — 39%
• Customer service (phone or email) — 43%
• Email communications — 33% 
• Brand mobile app — 34%
• Online chat — 29% 
• Brand social media —29% 
• Messaging apps — 30% 
• Text message via SMS — 21% 

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%).  

• Retail — 84% 
• Financial services — 84%
• Food — 82%
• Services or experiences — 73%

Consumers feel loyalty to brands for these reasons:

• High-quality products — 65%
• Discounts, rebates, and promotional offers — 60%
• Loyalty program rewards — 55%
• Exceptional customer service — 52%
• Knowing my privacy is protected — 45%
• Brand values that align with my values — 36% 
• Brands that create unique experiences personal to me — 31%
• Personalized communications — 27%
• Something else — 1%
• None of these — 1% 

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.