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The State Of Retail Loyalty In 2020

An Evaluation Of 13 Retail Loyalty Programs

April 9, 2020

Why Read This Report

Shoppers love retail loyalty programs. Three-quarters of online consumers belong to at least one program, and they report regularly using the programs to which they belong. However, not all loyalty programs are the same. Forrester has developed a framework to evaluate which programs serve their shoppers best across five attributes: ease of enrollment, participation benefits, account management, strength of communication, and privacy. The largest programs, no doubt more difficult to administer, scored lower than smaller programs.

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Table of Contents

  • Loyalty Programs Are Essential But Vary Widely In Execution
  • Challenges Abound In Retail Loyalty Program Execution
  • Recommendations

  • Retailers: Make Smarter Investments In Your Loyalty Program
  • Supplemental Material
  • Related Research Documents

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