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40% Of Loyalty Marketers Struggle With Personalization
April 11, 2016

In the age of the customer, earning customers’ loyalty involves much more than discounts or incentives. In a new report, Forrester analyzed how companies execute on loyalty strategies and, more specifically, how marketers’ loyalty programs are evolving. The findings suggest that while marketers show signs of maturing and expanding their approach to customer loyalty, they still have a way to go.

Key findings include:

  • Retaining existing customers isn’t the only objective of customer loyalty initiatives: One-third of respondents use loyalty to acquire new customers.

  • Forty percent of respondents said that personalizing offers and experiences based on behavior is a top challenge, and 30% selected measuring the ROI of their loyalty program as a top challenge facing their loyalty initiatives.

  • Eighty percent of respondents plan to increase loyalty spending on making customer experience improvements, while 74% plan to invest in advancing analytics capabilities and 70% plan to enhance mobile loyalty capabilities.

Click here for more information, and contact us if you'd like a copy of this report.

About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 500,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.


Jenna Vassallo
Marketing Manager
Forrester Research, Inc.

Tel. 617-613-5746



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