12 must-know customer loyalty statistics for 2027

Below, we’ve gathered some essential customer loyalty statistics to keep in mind when thinking about your loyalty program.

1. 77% of respondents to the HBR incentives report say their customer loyalty programs are of top importance to their executive leadership team. (Harvard Business Review)

2. 60% of consumers aged 18-24 say they like point-based loyalty schemes, with 20% saying they would stop shopping from certain brands if they were to end their loyalty scheme. (Deloitte)

3. If customers receive value during a service interaction, there is an 82% probability of repurchase or renewal when presented with the chance to switch brands. (Gartner)

4. With paid programs, 50% of cancellations occur within the first year of membership. Consumers’ most frequent reason for cancellation was not using the benefits enough to justify the sustained cost. (McKinsey)

5. Receiving value during a service interaction increases the likelihood of sharing positive word of mouth by 97%, and increases wallet share by 86%. (Gartner)

6. Shoppers would like to see relevant promo codes, digitally available coupons, and reward or loyalty programs as part of their Click-and-Mortar experience. However, 28% of retail shoppers and 26% of grocery shoppers cannot find the feature when they look for it. (PYMNTS)

7. When consumers feel appreciated, 88% plan to stay with the brand, 83% plan to spend more with the brand, and 87% will advocate for the brand. (Forrester)

8. 70% of emotionally engaged consumers spend up to two times or more on brands they are loyal to, compared to 49% of consumers with low engagement. (Oracle)

9. Brands that incorporate gamification into their customer engagement strategies see a 47% rise in engagement, a 22% rise in brand loyalty, and a 15% rise in brand awareness. (Snipp)

10. Top-performing loyalty programs have reported a 15-25% annual revenue boost attributed to AI-enhanced personalization and predictive analytics. (Salesforce)

11. When a shopping experience is highly personalized, customers are 110% more likely to add additional items to their baskets and 40% more likely to spend more than they had planned. (Boston Consulting Group)

12. 42% of consumers crave a consistent and unified brand experience regardless of channel — and this matters the most to Gen Z and Millenials. (Oracle)

It’s clear that customers now expect more from the brands they engage with, especially when many are changing their shopping habits and spending less. To prevent shoppers from going elsewhere, brands need to offer more than just traditional discounts - and instead offer value right across the customer journey.