US Consumers Need Help To Stay Engaged In Loyalty Programs

June 17th, 2022

With contributors:

Emily Collins , Benjamin Nagle , Christine Turley

Consumer indifference to loyalty programs is growing. In 2021, 38% of US online adults agreed they frequently forget to use the loyalty programs they belong to, an increase of 15 percentage points from 2019. Brands should mitigate the risk of apathetic program members by consistently making the value of their loyalty program clear. The majority of US online adults agree that they are more likely to participate in the loyalty programs they belong to when the brand provides a means of tracking benefits, sends regular updates on available benefits, and makes it easy to stay informed.

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