Study: Customer loyalty program enrollments at all-time high

New York -- Enrollment levels in consumer loyalty programs have reached an all-time according to the 2015 Bond Brand Loyalty Report. The fifth annual study shows consumers overwhelmingly agree that loyalty programs are worth the effort.



“While points and discounts drive behaviors, companies need to engage with consumers at a deeper level if they want to extend program loyalty into genuine brand loyalty,” said Scott Robinson, senior director of loyalty consulting & solutions for Bond Brand Loyalty. “This necessitates thinking beyond a program’s monetary incentives to focus on how it can better serve customers or make their experience with the brand more enjoyable, including fulfilling customer needs.”



According to the report, one-third of consumers agree they would not be loyal to the brand if it were not for a loyalty program, and 70% of consumers modify when and where they shop to maximize points, up 13% over the past two years.



In addition, loyalty programs were found to be a top contributor to brand loyalty, ranking higher than factors such as product and service availability, overall price, and communications from the brand. The survey engaged more than 10,000 consumers to uncover insights on brands and loyalty initiatives used in industries such as retail, consumer packaged goods, financial services, entertainment, and dining.



More key findings are included in the 2015 Loyalty Report, available for download at Bondbrandloyalty.com.