PUBLISHED DATE: 2025-08-13 04:36:54
Publicis Sapient 2023
Customer Loyalty Survey
Publicis Sapient conducted research among more than 2,700 consumers globally to understand their attitudes toward customer loyalty programs and to identify what businesses should prioritize to drive loyalty with their organizations.
Section 1: On Board
More than half of consumers globally (51%) are enrolled in multiple loyalty programs. While consumers belong to an average of six loyalty programs, they actively participate in only three of them.
Section 2: Perks
Consumers value the following benefits from loyalty programs:
- 77% appreciate saving money
- 71% value receiving rewards
- 58% are interested in exclusive discounts
- 33% look for free shipping
- 25% want early access to deals
Section 3: Data Sharing for Value
Consumers are willing to share their data when they see clear benefits. People are "extremely/very/somewhat likely" to share their data for:
- 69% better offers and deals
- 56% more relevant recommendations
- 53% more exclusive services and experiences
Section 4: Earning Loyalty
To earn and maintain customer loyalty, organizations should:
- Communicate the benefits: Make the program simple, clear, and easily accessible.
- Be transparent about data usage: Establish clear expectations for how data will be used and be upfront about the value exchange for providing personal information.
- Personalize the experience: Use data to create more relevant, personalized experiences for customers, from offers to content to service moments.
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About the Research
Learn more at: publicissapient.com