Data Snapshot

Channel-Agnostic Consumers Expect Ubiquitous Loyalty Benefits

Brands Must Reassess Loyalty Programs With A Value Lens For Every Buying Channel

August 26th, 2024
Brendan Witcher, VP, Principal Analyst
Brendan Witcher VP, Principal Analyst
With contributors:
Ian Jacobs , Georgiana Swan , Shayna Neuburg

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($395).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.