In today’s digital economy, customer loyalty is no longer a static achievement—it’s a dynamic, evolving relationship shaped by every interaction, every channel, and every personalized experience. As brands compete for attention and retention, the role of data in loyalty programs has become both a powerful differentiator and a source of consumer concern. To succeed, organizations must master the art of the data exchange: earning trust, delivering value, and respecting privacy in every engagement.
Recent research reveals that more than half of consumers globally (51%) participate in loyalty programs. However, while the average consumer is enrolled in six programs, they actively engage with only three. This gap highlights a critical challenge: enrollment alone does not guarantee loyalty or data sharing. Brands must offer compelling, relevant experiences that motivate customers to participate—and to share their data willingly.
Consumers are clear about what they want from loyalty programs. The most valued benefits include:
But perks alone are not enough. Customers are increasingly aware of the value of their personal data and expect a fair exchange. They are willing to share their data when they see tangible benefits:
Despite the willingness to share data for value, many consumers remain cautious. In fact, 44% are not willing to share data with any company, and only 20% are open to sharing with any business. The key to unlocking data-driven loyalty lies in building trust. Customers want:
Organizations that prioritize these elements—by being upfront about data usage, offering clear privacy controls, and ensuring robust data security—are best positioned to earn customer trust and foster deeper engagement.
To balance regulatory requirements, customer expectations, and business goals, leading organizations are adopting the following best practices:
Make the benefits of data sharing explicit. Clearly articulate what customers will receive in return for their information—whether it’s personalized offers, exclusive content, or enhanced experiences. Simplicity and clarity drive participation.
Establish clear expectations for how data will be used. Provide accessible privacy policies, real-time notifications, and easy-to-understand consent mechanisms. Transparency is the foundation of trust.
Allow customers to manage their data preferences, opt in or out of specific data uses, and delete their information if desired. Flexibility and respect for customer choices are essential for long-term loyalty.
Use data to create relevant, timely, and valuable experiences. Personalization should feel like a service, not surveillance—anticipating needs, recognizing preferences, and delivering meaningful moments across channels.
Implement robust data security measures and comply with all relevant regulations. Regularly audit data practices and communicate your commitment to privacy and protection.
Across industries, data-driven loyalty strategies are delivering measurable business impact:
For example, a large drugstore retailer partnered with Publicis Sapient to redesign its loyalty ecosystem, integrating customer data and rationalizing program portfolios. The result: over $5 billion in incremental top-line growth and more than $1 billion in EBIT growth. In hospitality, a global provider unified its loyalty program across 30+ brands, achieving a 359% increase in bookings and a 300% improvement in email engagement. In quick-service restaurants, a data-driven loyalty overhaul led to 21 million new members and a 5x lift in loyalty transactions.
Loyalty is not dead—it’s being reinvented. Brands that embrace data-driven personalization, omnichannel strategies, and emotional engagement are seeing higher retention, increased customer lifetime value, and sustainable growth. The future of loyalty lies in a trusted data exchange: one where customers feel confident, empowered, and genuinely valued.
Ready to transform your loyalty strategy? Let’s start the conversation and unlock the next era of customer engagement.