PUBLISHED DATE: 2025-08-14 08:09:51

Publicis Sapient 2023
Customer Loyalty Survey

Publicis Sapient, through research conducted among more than 6,000 consumers globally, offers new insights into how loyalty programs can evolve to meet rising personal and user expectations.

Key Findings:

More than half (51%) of consumers surveyed globally participate in loyalty programs.
On average, consumers belong to six loyalty programs but actively participate in only three.

Top Loyalty Program Perks:

77% value saving money
71% appreciate receiving rewards
58% seek access to discounts
33% look for free shipping
25% want early access to sales

Regional Preferences Compared to Global Data:

Category	U.S.	U.K.	Germany	France	Global
Saving money	77%	67%	77%	77%	77%
Receiving rewards	71%	67%	70%	70%	71%
Exclusive offers	57%	54%	54%	54%	58%
Free shipping	41%	27%	25%	27%	33%
Early access to sales	27%	23%	25%	23%	25%

Willingness to Share Data:

Consumers are willing to share their data for the following benefits:

69% for personalized discounts
56% for loyalty rewards
53% for early access to sales

How to Earn Loyalty:

Communicate the benefits: Make it easy for customers to discover and use the full value of what’s offered.
Be transparent about data: Clearly communicate how data is used and why, highlighting the benefits and privacy protections provided.
Personalize the experience: Use data to deliver a relevant, convenient, and seamless experience across channels.

For more information, visit: publicissapient.com/solutions

About the Research:

For further details, visit publicissapient.com

Key Insights:

While consumers belong to an average of six loyalty programs, they only participate in three of them.
People are 'extremely/very/somewhat likely' to share their data for: 69% personalized discounts, 56% loyalty rewards, and 53% early access to sales.

Relevant Links

Publicis Sapient 2023Customer Loyalty Survey