Gartner Research

How Retailers Are Innovating Their Loyalty Programs

Published: 17 June 2014

ID: G00264355

Analyst(s): Richard Fouts


A Gartner consumer survey conducted in 10 countries shows that 62% of respondents are members of one of more retail loyalty programs. Despite the high percentage of memberships, more than one-third of participants across retail sectors report never using the programs in which they are enrolled.

Table Of Contents
  • Impacts


  • Transaction-Based Programs Often Disguise True Loyalty
  • True Loyalists Bring Others With Them

Impacts and Recommendations

  • The commoditization of transactional loyalty programs is discouraging customer engagement, forcing retail marketers to get more creative in how they sell the benefits of loyalty
  • Many retail marketers are enhancing their loyalty programs with advocacy — to reward loyalists that not only buy more, but bring others with them
  • Of the customers who reported receiving personalized offers, 82% said that continued, relevant offers from a retailer would increase their loyalty to that retailer over time

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