The State of Brand Loyalty 2022: Survey Methodology | Yotpo
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Survey Methodology & Audience Data

We surveyed shoppers across the globe to understand how they feel about brand loyalty, loyalty programs, and more.

Loyalty program modules

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In December 2021, Yotpo surveyed 3,800 global consumers loyal to one or more brands. These shoppers spanned six age groups (16-17, 18-24, 25-34, 35-44, 45-54, and 54+), four demographics (Gen Z, Millennials, Gen X, and Baby Boomers), and five countries (the United States, the United Kingdom, Australia, France, and Germany).

Loyalty is taking on a new shape

As we proceed with a new normal, tackle supply chain delays, and innovate and expand within an ever-changing eCommerce industry, customer loyalty has taken on a new shape. Consumers look to the brands they see as reliable and trustworthy. When we spoke to shoppers last year, customers’ loyalty to brands increased. But, this year, shoppers have made one thing clear: Their loyalty has to be earned.

Now more than ever, brands can’t rely on “earn and churn” loyalty program models. Instead, shoppers want to buy from brands that make them feel like an individual, not just a transaction. When eCommerce launched, brands needed to figure out how to sell online. But now, brands need to create a relationship with their shoppers to spark sales and extend lifetime value.

Based on our survey results, we’ve entered the era of the brand experience. Consumers buy based on values, emotional connections, trust — brands have to be so much more than a store to earn long-term loyalty.