Survey: Rewards programs remain key for brand loyalty, repeat purchases
Consumers’ affinity for a brand does not necessarily guarantee loyalty.
Across categories such as groceries (23%), streaming platforms (20%) and hotels (17%), less than a quarter of consumers agree that love for a brand is a major motivator for repeated purchases, according to a new survey from marketing agency Razorfish. Despite this, nearly two-thirds (65%) of marketers believe repeat buyers return because of their love for the brand/company.
Consumers actively participate in the loyalty programs they are a part of, with the goal of receiving points and rewards for their loyalty (57%). For 45% of respondents, the benefits of loyalty programs have become more valuable than they used to be.
While discounts and points still motivate participation, Razorfish’s survey found that “softer perks” like exclusivity, early access, and VIP treatment rank among the strongest loyalty drivers across generations, while also promoting brand health. Almost a third (30%) of respondents say exclusivity is important, wanting access to limited-edition drops, while 28% are interested in invitations to exclusive events or content.
The survey also took stock of consumers’ view of brands’ usage of AI. Thirty-seven percent say it has a negative impact, 38% say it has no impact, and 24% say it has a positive impact. However, when asked if they are able to identify when AI is being used in advertising content, less than two-thirds of respondents could tell.
[READ MORE: How retailers should rethink loyalty programs in the age of AI]
“In an AI-enabled and hyper-fragmented marketplace, the traditional levers of loyalty are eroding as alternatives multiply and the cost to switch brands declines,” said Ryan Warren, chief CRM officer at Razorfish. “Brands that recognize this shift and focus on the real, functional drivers of repeat behavior will be best positioned to foster relationships that are built to last.”
Razorfish’s survey was conducted by GWI between June 19 and July 2, 2025, with participation from 2,000 respondents across four generations: Gen Z, Millennials, Gen X and Baby Boomers.
