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50 Customer Loyalty Statistics You Should Know in 2021

Posted by Chris Tweten | Sep 27, 2021

50 Powerful Customer Loyalty Stats

Customer loyalty can be classified as the next step on from customer retention.

At this stage, the customer is no longer at risk of churning, but trending in the opposite direction. Customer loyalty means satisfaction with your brand and a strong likelihood that they refer you to others. In this sense, you could say bringing in new customer referrals is the holy grail of customer loyalty.

While many companies will generate strong customer loyalty naturally, this can be amplified with customer loyalty software.

Why Customer Loyalty Matters

The power of statistics often speaks for themselves, which you’ll see later in this blog. Before hopping right into all of the measurable reasons why customer loyalty is so powerful, here are 3 reasons why customer loyalty is important:

  • The 80-20 Rule: This widely accepted rule of thumb states that 80% of your business will come from just 20% of your customers.

  • Word of Mouth Marketing: When you have a loyalty program or referral program, you're giving your customers something to talk about to their friends and family.

  • Customer Retention: Loyal customers stick around with companies for better and for worse. Improving customer loyalty is a surefire way to improve retention.

21 Customer Loyalty Program Stats

  • 54% of consumers defined brand loyalty as a positive attitude between brand and customer, driving repeat purchase (Rare)

  • 85% of Americans feel “awesome” or “good” about themselves after a store notifies them of an earned cash back reward, even if the amount is relatively small. (CGK)

  • 65% of customers say they enjoy loyalty programs (Criteo)

  • 52% of customers say that loyalty programs are one key reason they choose specific retailers or brands (Criteo)

  • 41% of customers say loyalty programs make them feel like part of an exclusive group of valued customers (Criteo)

  • 15% of consumers defined brand loyalty as a strong feeling of allegiance (Rare)

  • Only 61% of digital business professionals have the right metrics in place to measure the effectiveness of the omnichannel experience (Forrester)

  • 11% of consumers defined brand loyalty as convincing customers to love your brand over and above others (Rare)

  • 20% of consumers defined brand loyalty as repeatedly buying from the same brand (Rare)

  • 74% of Gen Z and 70% of Millennials spend more money online if they know they will instantly receive 5% cash back. (CGK)

  • 76% of both Millennials and Gen X view a store that invests its marketing budget to "pay back" loyal customers more positively than one that spends advertising dollars elsewhere (CGK)

  • A 5% cash back bonus is sufficient to inspire Millennials to visit a store nearby, within retail proximity (CGK)

  • Millennial moms are 9% more likely than the general population to frequently respond to cash back alerts (CGK)

  • 82% of Gen K, 85% of Millennials, 84% of Gen X and 80% of Baby Boomers say the loyalty program has enhanced their experience of the brand (Rare)

  • 45% of Gen K, 66% of Millennials, 86% of Gen X and 81% of Baby Boomers say the loyalty program makes them feel special (Rare)

  • 84% of Gen K, 49% of Millennials, 85% of Gen X and 70% of Baby Boomers say the loyalty program makes them want to keep shopping with this brand (Rare)

  • 80% of Gen K, 43% of Millennials, 76% of Gen X and 53% of Baby Boomers say the loyalty program increases the frequency with which they buy from the brand (Rare)

  • Adding a loyalty program to an e-commerce platform can increase average order quantity by 319% (Incentive Solutions)

  • Loyalty program members spend 27% more when the brand establishes a positive emotional connection (Bond)

  • 66% of consumers modify their brand spend to maximize loyalty benefits (Bond)

  • 45% of consumers made one to three purchase because of incentives in the past year (Wirecard)

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25 Customer Engagement and Loyalty Stats

  • 53% of U.S. shoppers clip coupons at home and use them in-store (Criteo)

  • 51% of customers say that brand values affect their purchasing decisions (Criteo)

  • 73% of shoppers are open to taking a chance on companies they’ve heard positive things about but haven’t yet tried (Criteo)

  • 59% of U.S. shoppers have told someone about a negative experience they’ve had with a company (Criteo)

  • 35% of customers are more likely to buy from a brand if it demonstrates that its values align with their own (Criteo)

  • 93% of U.S. shoppers cite discounts and offers as important factors when deciding whether or not to purchase from a retailer or brand (Criteo)

  • One in six customers stopped shopping with a brand because its values were not aligned with their personal beliefs (Criteo)

  • 60% of U.S. shoppers say they always take and use in-store coupons when they’re available (Criteo)

  • 26% of U.S. shoppers said they visited a store after receiving an online offer that was delivered via ads or email (Criteo)

  • 45% of U.S. shoppers print out coupons from the internet and use them in-store (Criteo)

  • 42% of U.S. consumers said they visit stores because of in-store offers (Criteo)

  • 51% of U.S. shoppers often search for coupons online before making an online purchase (Criteo)

  • 68% of U.S. shoppers have recommended a company to someone based on a good experience (Criteo)

  • The top reason customers switch to a new brand is feeling unappreciated (New Voice Media)

  • Email is ranked as the most effect channel for engagement and lead nurturing by companies at 68% (London Research)

  • Email is ranked as an effective channel by companies for customer retention and loyalty at 71% (London Research)

  • 95% of companies mention they engage with their customers through their website (London Research)

  • 75% of consumers expect a consistent experience wherever they engage with a brand regardless of the channel (Salesforce)

  • 75% of consumers are more likely to make a purchase from a company that knows their name and purchase history and recommends products based on their preferences (Twilio)

  • Personalization and relevance are ranked as the most important customer engagement-related trend for businesses in the next five years by companies at 25% (London Research)

  • 76% of executives say improving customer experience is a high or critical priority (Twilio)

  • 51% of consumers claim that most companies don’t meet their expectations for great experiences (Salesforce)

  • 89% of people are likely to recommend a brand after a positive brand experience on mobile (ThinkWithGoogle)

  • Email marketing platforms are ranked as the most used technology for customer engagement by companies at 79% (London Research)

  • Customers who had an unpleasant experience on your website are 88% less likely to return to your website (Adobe)

4 B2B Customer Loyalty Stats

  • 67% of customers mention bad experiences as a reason for churn, but only 1 out of 26 unhappy customers complain (Huffpost)

  • Only 61% of digital business professionals have the right metrics in place to measure the effectiveness of the omnichannel experience (Forrester)

  • 65% of companies are able to successfully up-sell or cross-sell to existing customers (Kolsky)

  • 73% of B2B marketers reported they measure the impact of customer engagement activities by the increase in sales (London Research)

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