The State of Brand Loyalty 2022
Global consumers have weighed in, revealing their expectations for brands and what they want most from successful loyalty programs.
Chapter 1
The State of Global Brand Loyalty
Survey says customer loyalty is more important than ever before. We polled thousands of shoppers worldwide about loyalty programs, shopping habits, brand values, data usage, more. Here’s what they have to say about the state of brand loyalty in 2022.
6 Lessons
Lesson 1
Survey Methodology & Audience Data
We surveyed shoppers across the globe to understand how they feel about brand loyalty, loyalty programs, and more.
Lesson 2
Emotional Loyalty Is In — and Has to Be Earned
Shoppers have made one thing clear: Brands have to go above and beyond to earn shopper loyalty.
Lesson 3
Brand Values Are the Way of the Future
Common values go a long way in driving shopper loyalty.
Lesson 4
Loyal Shoppers Go the Extra Mile
Consumers are willing to do the most for the brands they love and support.
Lesson 5
Loyalty Unlocks Zero-Party Data
Cookies have crumbled, but shoppers will offer their data for those sweet, sweet loyalty perks.
Lesson 6
Hybrid Loyalty Is A Must-Have
In-store, online, via mobile — shoppers are everywhere, and they expect their loyalty experience to follow suit.
Chapter 2
The State of Brand Loyalty in Australia
Our survey’s Australian respondents largely shared the same opinions and preferences as global benchmarks. Emotional loyalty and data transparency held equal importance to Aussie shoppers. And, loyalty programs were a major influence on Australians' purchasing decisions.
Chapter 3
The State of Brand Loyalty in the UK
Compared to global numbers, our survey’s UK respondents felt similarly about the impact of loyalty programs on their buying habits and the importance of transparent data use. However, UK shoppers felt even more inclined to be loyal to businesses that championed beliefs similar to their own.
Chapter 4
The State of Brand Loyalty in the U.S.
U.S. shoppers reflected a similar attitude to brand loyalty as global, Australian, and UK consumers. Loyalty programs greatly influenced buying decisions and customer loyalty, many data points showing clear growth year over year. Shared brand values and customer data usage also concerned U.S. consumers.
