Trends Report

The State Of Retail Loyalty In 2020

An Evaluation Of 13 Retail Loyalty Programs

April 9th, 2020
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
Emily Collins, VP, Research Director
Emily Collins VP, Research Director
With contributors:
Fiona Swerdlow , Nicole Murgia , Peggy Dostie

Summary

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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