In today’s digital economy, customer loyalty is no longer just about points, discounts, or transactional perks. It’s about creating a dynamic, trust-based relationship where data is the currency that powers personalized experiences, deeper engagement, and sustainable business growth. As organizations seek to unlock the full potential of loyalty programs, understanding the evolving data exchange between brands and consumers is critical.
More than half of consumers globally (51%) participate in loyalty programs, yet they actively engage with only about three out of the six programs they join. This gap signals a need for brands to move beyond table-stakes rewards and focus on delivering value that resonates on a personal level. At the heart of this evolution is data—specifically, how it is collected, used, and protected.
Consumers recognize the value of their data and are increasingly willing to share it, but only when the exchange is clear, transparent, and beneficial. According to recent research, 69% of consumers are likely to share their data for better offers, 56% for more relevant recommendations, and 53% for exclusive experiences. However, this willingness is tempered by significant concerns about privacy and control.
Despite the potential benefits, 44% of consumers are not willing to share their data with any company, while 36% are selective, and only 20% are open to sharing with any business. The key to unlocking greater participation lies in addressing the factors that build trust:
These findings highlight the importance of giving customers agency over their information and being upfront about the value they receive in return.
Consumers are most willing to share data when the benefits are tangible and relevant. The top motivators include:
When it comes to the types of data consumers are comfortable sharing, attitudinal (28%), behavioral (26%), and usage data (25%) are more acceptable than personal data (18%). Retailers are the most trusted recipients, with 28% of consumers willing to share data with them, followed by technology companies, financial services, and healthcare providers.
Trust is the single most important factor in the data exchange. To earn and maintain it, organizations must:
Personalization is the engine that transforms data into value. Brands that leverage first-party data to deliver tailored experiences see higher engagement, retention, and advocacy. For example, a large drugstore retailer partnered with Publicis Sapient to redesign its loyalty ecosystem, integrating customer data and centering rewards around an internal currency. This approach unlocked over $5 billion in incremental top-line growth and more than $1 billion in EBIT growth.
In hospitality, unifying loyalty programs across multiple brands and using data to anticipate guest needs led to a 359% increase in bookings and a 300% improvement in email engagement. In quick-service restaurants, integrating mobile app enrollment and real-time rewards drove a fivefold increase in loyalty transactions and quadrupled revenue from subscribed customers.
To deepen customer relationships and maximize the value of loyalty programs, organizations should:
The future of loyalty is built on a foundation of trust, transparency, and value-driven data exchange. Brands that embrace this new paradigm—balancing privacy with personalization and delivering clear benefits in return for data—will earn deeper loyalty, higher retention, and sustainable growth.
At Publicis Sapient, we help organizations design and implement loyalty solutions that put data, trust, and customer value at the core. Ready to transform your loyalty strategy? Let’s start the conversation and unlock the next era of customer engagement.