Channel-Agnostic Consumers Expect Ubiquitous Loyalty Benefits

As cross-channel commerce becomes commonplace, US consumers expect firms to add value to every commerce channel through loyalty programs. In Forrester’s June 2024 Consumer Pulse Survey, 76% of US online adults say they expect some kind of value from a loyalty program in every channel they use to shop; only 5% shop today without this expectation. Digital business and strategy professionals should work with internal partners to find ways of enabling explicit and perceivable benefits for loyalty members in online, mobile, and offline channels. This data snapshot shows US online adults’ expectations of the value that loyalty programs offer across commerce channels.