Data: Brands Should Lean Into Loyalty

For brands, consumer loyalty is increasingly playing a factor in people’s purchasing decisions: More than six in ten consumers will pay more to shop with the brands they’re loyal to, according to Marigold’s 2024 Global Consumer Trends Index. Only 26% of consumers say they aren’t loyal to any particular brands.

The report outlines key factors when it comes to crafting loyalty strategies: 

• Consumers overwhelmingly favor consistency: 92% of surveyed consumers say their favorite brands provide a consistent experience, regardless of where the interaction takes place. 
• Rewards, rewards, rewards: 88% of consumers say their favorite brands reward them for loyalty, and 84% reported engaging with loyalty program promotions in the last year.
• Get personal, but don’t invade privacy: 85% of people say their favorite brand treats them like an individual (up from 79% last year), while 88% say favored brands use data in a way that makes them feel comfortable (up from 80%). 

Learn more by downloading the full report here.