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A majority of customers think loyalty programs are effective at getting them to return

Author's avatar By Robert Allen 05 Dec, 2016
Essential Essential topic

Chart of the Day: Customers around the world chose retailers with loyalty programs over ones which don't.

As this chart from Nielson shows, customers spending decisions are highly likely to be influenced by the presence of a customer loyalty program, with 65% of US and European customers reporting they'd buy from a retailer with a customer loyalty program over one that didn't, all else being equal.

A majority of those surveyed also reported they'd be more likely to continue doing business with a company that has a loyalty program, and on average over 60% said they'd be more likely to shop at online retailers if they provided similar loyalty benefits as in-store retailers.

That said, before you go rushing off to start a customer loyalty program for your online store, there is one caveat. All the survey respondents for this data set were themselves already members of a customer loyalty program. This means they may be predisposed to value customer loyalty programs more highly than shoppers that aren't involved in customer loyalty programs.


  • Source: Nielson
  • Data: Over 30,000 online consumers in 63 countries in 2016, weighted to be representative of internet consumers by country.
  • Recommended Resource: Customer Retention Guide
Author's avatar

By Robert Allen

Rob Allen is Marketing Manager for Numiko, a digital agency that design and build websites for purpose driven organisations, such as the Science Museum Group, Cancer Research UK, University of London and the Electoral Commission. Rob was blog editor at Smart Insights from 2015-2017. You can follow Rob on LinkedIn.

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