In an increasingly saturated retail market and a highly competitive environment, customer loyalty has become a crucial success factor. Those who not only attract customers but also inspire long-term loyalty benefit sustainably — and measurably. Recent studies clearly show the significant impact that well-designed loyalty programs have on a company's return on investment (ROI).
We have compiled the key success factors for customer loyalty for you — complemented by up-to-date figures and insights from reports by KPMG, Forbes, Deloitte, and others, as well as a selection of proven best practices around the topic of loyalty.
The 3 Most Important Factors for Successful Loyalty Programs
Added Value
56% of consumers are more likely to shop at stores that offer a loyalty program (OMR). This clearly demonstrates that customers appreciate programs that provide tangible benefits. Simple discount promotions are no longer enough — customers expect real advantages that go beyond just price reductions.Personalized Communication and Relevance:
The emotional aspect plays a major role in purchasing decisions. A full 90% of consumers feel a stronger connection to brands that understand their needs and offer targeted rewards with real value (SAP).
Customer loyalty is therefore not created solely through offers, but above all through relevance and personalized engagement. 78% of loyalty program users expect personalized services and offers tailored to their individual needs (Forbes).Customer Experience:
60% of consumers place great importance on a seamless digital experience when using loyalty programs (Deloitte).
Additionally, 77% of users say that ease of use and a positive customer experience are decisive for their loyalty to a brand (Horizont).
The ROI of Customer Loyalty in Numbers
The chance of selling to existing customers is 70% higher than acquiring new ones (Forbes).
70% of customers are likely to recommend a brand if they are convinced by the added value of its loyalty program (KPMG Report).
Such referrals significantly impact the organic growth of a brand while simultaneously reducing marketing costs for new customer acquisition.88% of satisfied loyalty program members prefer “their” brand even when competitors offer lower prices (KPMG Report).
61% of consumers state that loyalty programs are a decisive reason for repeatedly purchasing from a company (Forbes).
Companies that design their loyalty programs smartly therefore benefit on multiple levels:
They increase sales, lower marketing costs, strengthen customer loyalty, and enhance brand perception.
The figures above send a clear message — investing in loyalty strategies means investing directly in the sustainable growth of your brand.
More Insights and Best Practices on Customer Loyalty
Our curated selection of blog articles offers practical tips and actionable methods to sustainably strengthen your loyalty efforts and future-proof your strategy:
Quiz: How Innovative Are Your Loyalty Initiatives?
Is your loyalty program already reaching its full potential? Are you already using data and technology effectively for your customer loyalty efforts — or are you still at the beginning of developing a strategic loyalty program?
With our interactive Loyalty Maturity Quiz, you’ll find out in just a few minutes the current maturity level of your loyalty program.
After completing the assessment, you’ll receive individualized recommendations on how to further develop and optimize your program.
