72% of loyalty program members want prioritized support
While 100 per cent of consumers say they use the loyalty programs they belong to, discounts are becoming less compelling compared with experiential perks, according to research published by LoyaltyLion.
The London-based provider of loyalty program management software surveyed more than 4,000 consumers who are members of at least one e-commerce loyalty program in the UK and U.S. to produce its report, titled Loyalty in 2026.
Beyond the majority of consumers who said being first in line for support is a critical element in a loyalty program, 66 per cent cited early access to new products. More than half (55 per cent) wanted to be part of exclusive in-store events.
Brands have clearly been responding to these expectations, given that 59 per cent of those surveyed said loyalty programs offer better experience-based perks than they used to.
An effective program not only leads to repeat purchases but can be a conduit for greater engagement and feedback. For example, 61 per cent said they would leave a written review in exchange for points, while 72 per cent would complete a quiz and 65 per cent would sign up for a newsletter. However 59 per cent said they would leave a loyalty program that focused solely on making purchases to earn points.
The survey suggested consumers want a multichannel approach to loyalty programs. This not only means offering access through a website or mobile app but in store, which was cited by 85 per cent.
“Online-only loyalty programs are missing out,” the report’s authors wrote. “Consumers now expect to earn points and redeem rewards wherever they shop.”
360 Magazine Insight
LoyaltyLion’s research is a good reminder that using a loyalty program is a customer experience (CX) in and of itself, and that it pays to keep it interesting. Just over half of consumers (51 per cent), for instance, said they check for additional ways to earn points from their favorite programs once a week.
The report suggested programs could be further enhanced through free gifts, mystery bundles and priority back-in-stock notifications. All good ideas, but also all ideas that will quickly become commonplace as the competition for a satisfying loyalty program experience intensifies.
Partnerships may represent the biggest opportunity for retailers who want to stand out: 78 per cent of consumers said being able to collect points or rewards when they buy a brand from another retailer is important. Credit card firms have been doing this for years, but this may be the time to look the broader ecosystem of complementary brands who could elevate the scope of rewards you’re offering.
This report isn’t presented as a downloadable PDF but is ungated on LoyaltyLion’s website. However it’s a strange reading experience, with CTAs to book a demo littered throughout alongside case studies.
There’s also no analysis from the company itself. Instead, they hired a behavioral scientist to explore the results, which requires filling out a gated form to watch a recorded keynote. Still, there’s plenty of useful data here to help inform and shape loyalty programs over the next 12 months.
