The State of Brand Loyalty in the U.S. in 2023

U.S. consumers love loyalty programs and are participating more than ever before, so if you’re not offering one, you’re leaving sales on the table and risking your customer being wooed by a competitor.

They of course value a discount or points to keep them coming back, but these are merely transactional and will not build truly emotional loyalty. The heart of loyalty is not merely the cheapest price-point, but a brand that fosters community, recognizes the customer as an individual, and delivers content and product recommendations that reflect this.

This report will provide you with exclusive data from over 1,500 U.S. consumers, on what they expect from loyalty programs, the cost of getting loyalty wrong, why they have switched to a competitor and how they can be won back.

Here’s a taster of what you will find in the report:


Brand loyalty is on the rise, with almost three-quarters (72%) of U.S. consumers prepared to pay more to purchase from a preferred brand


of U.S. consumers state the loyalty program of their favorite brand is either important or critically important


Over half (52%) of U.S. consumers are more likely to engage in brand loyalty programs this year than last

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