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January 9, 2015

24 Surprising Stats About Brand Loyalty You Should Know

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They are what brands want most -- loyal, repeat customers. 

But a great product isn't the only thing it takes to create loyal customers. They want to be noticed by and treated differently than other customers. They want rewards and recognition. They want their opinions to matter. 

But these loyal customers are worth it. 

If you are struggling to understand this sought-after group of advocates, consider these 24 revealing and surprising stats:

56% of people don't join a loyalty program because of privacy. twitter-logo (Bond Brand Loyalty)

38% of people feel that loyalty programs request more personal information than they are want to share. (Bond Brand Loyalty)

Making loyalists out of 5% more customers would lead, on average, to an increased profit per customer of between 25% and 100%. (The Loyalty Effect)

Brands saw a engagement lift of 168% for socially connected loyalty members compared to non-loyalty members. twitter-logo (CrowdTwist)

41% of people said they purchase more from retailers that send personalized emails based on past browsing and buying behavior. (The E-Tailing Group)

71% of customers have ended a relationships because of poor customer service. twitter-logo (Kissmetrics)

80% of your company's future revenue will come from 20% of your current customers. twitter-logo (Gartner Group)

58% of customers want more compelling personal services and benefits. (CrowdTwist)

63% of millennials use or are loyal to many of the same brands as their parents. twitter-logo (Marketing Charts)

54% of people would consider increasing their amount of business with a company for loyalty rewards. twitter-logo (Zendesk)

64% of people cite shared values as the main reason they have a relationship with a brand. twitter-logo (HBR)

13% of people said that frequent interactions were the reason for having a relationship with a brand. (HBR) 

64% of U.S. customers said they joined a loyalty program it “makes it easy to redeem for a reward when you have earned it.” (Colloquy)

60% of millennials will switch brands if they get more benefits. twitter-logo (Bond Brand Loyalty)

68% of millennials said they woudn't be loyal to a brand if it doesn't have a good loyalty program. (Bond Brand Loyalty)

Hispanics are 2.8x more likely to join a members-only group. (Bond Brand Loyalty)

48% of consumers said that the most critical time to gain their loyalty is when they make their first purchase or begin service. (ClickFox

The average repeat customer spent 67 percent more in months 31-36 of his or her shopping relationship than in months zero-to-six. (Bain & Company)

Up to 15% of a business’s most loyal customers account for 55-70% of the company’s total sales. twitter-logo (The Center for Retail Management at Northwestern University)

The average number of loyalty programs per U.S. household has grown to 21.9, but only 9.5 of those memberships are currently active. twitter-logo (Loyalty 360)

The most important benefits to loyalty program members are discounts (79%), cash back (71%), rebates (70%). (Bond Brand Loyalty)

The least important benefit to loyalty program members is recognition from peers (21%). twitter-logo (Bond Brand Loyalty)

93% of consumers think rewards are very important or somewhat important. (CrowdTwist)

23% of shoppers who said their loyalty to a favorite retailer has increased over the last year said the reason for this increase was a loyalty program. (CrowdTwist)

Topics: Marketing & Advertising

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