Trends Report

How Consumers Really Feel About Loyalty Programs

May 8th, 2017
With contributors:
Mary Pilecki , Arleen Chien , Christine Turley


Loyalty programs are ubiquitous, but consumer appetite for the promise of savings and recognition is not dwindling. Consumers are asking for more and expect programs to deliver beyond the points. In return, loyalty program members display greater potential than the average consumer for a more substantial relationship. B2C marketing professionals should consider the current consumer attitudes outlined in this report when creating or updating their loyalty programs. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in the most recent Forrester Consumer Technographics® data.

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