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1、Customer Loyalty Index 2024United StatesFeaturing research from respondents across the United States,as part of a global campaign across Germany,the United Kingdom,Australia,and the United Arab Emirates2Customer Loyalty Index 2024 United StatesSara Richter CMO,SAP EmarsysCustomer loyalty is the holy

2、 grail of marketers.From repeat purchases to average order value,and customer lifetime value,loyalty can have a significant impact on brands business objectives.But today,the nature of loyalty is changing.In 2024,AI empowers marketers to create incredible connected experiences,making it easier for p

3、eople to discover a wide array of platforms;reducing the friction involved in spending their money elsewhere.With the process for switching brands and services increasingly streamlined,marketers must ask themselves,what does loyalty look like from the customer perspective?How do todays customers thi

4、nk and feel about loyalty?And what does it take to ignite true loyalty,then secure it long-term?These are questions that weve asked customers in our fourth annual Customer Loyalty Index research.Through this data-driven report,we hope to empower our customerscompanies like Ferrara,Aldo Group,PUMA,an

5、d thousands of other brands and services across the world in sectors such as Retail,Consumer Packaged Goods(CPG),Travel and Transport,Sports and Entertainment and Utilitiesin their journey towards AI-leveraged,loyalty building,omnichannel customer engagement.3Customer Loyalty Index 2024 United State

6、sMethodologyThe research was conducted by Opinion Matters,among a sample of 4,005 general respondents across the US.The data was collected between 06.12.2024 06.17.2024.The report also includes data from past research conducted across the US by Opinion Matters in 2023with a sample of 4,007 general r

7、espondents,2022with a sample of 4,011 general respondents,and 2021with a sample of 2,042 general respondents.Opinion Matters abides by and employs members of the Market Research Society and follows the MRS code of conduct which is based on the ESOMAR principles.Opinion Matters is also a member of th

8、e British Polling Council.3Customer Loyalty Index 2024 United States 4Customer Loyalty Index 2024 United StatesThe 5 Types of Customer LoyaltyEach year,SAP Emarsys maps consumers across five key types of customer loyalty:Incentivized LoyaltyThis type of loyalty is developed by offering customers cos

9、t-saving or value-adding incentives like discounts and rewards.Inherited LoyaltyThis loyalty is based on a brands tradition or long-standing heritage,or can be built through associations with other brands.Silent LoyaltySilent loyalty occurs when a customer demonstrates loyalty to a brand that they w

10、ould not endorse or advocate for publicly.Ethical LoyaltyThis loyalty occurs when a customer is loyal to a brand that aligns with their individual values or stance on strong social issues.True LoyaltyTrue loyalty is unwavering,unshakeable loyalty built on trust,love,and devotion to a brandthe holy g

11、rail of customer loyalty,and what all brands aspire to achieve.4Customer Loyalty Index 2024 United States5Customer Loyalty Index 2024 United States2024 Loyalty Levels2022 ushered in peak levels of loyaltywith 79%of consumers surveyed in the US saying they were“loyal”to certain retailers,brands and s

12、tores.But as the tough economic environment globally continues,overall loyalty is down 14%and 13%in 2023 and 2024,respectively.New technologies may be impacting this shift.Artificial intelligence(AI)makes it easier for customers to discover a wide array of alternatives and compare platforms,encourag

13、ing them to switch brands easily.Brands are also becoming savvier about using AI to build better,more personalized omnichannel experiences,allowing them to entice once loyal customers from their competitors.Percent of respondents“loyal”to certain retailers,brands and stores 69%202479%202268%202368%2

14、021Our research indicates that loyalty deepens across generations*.When consumers were asked about their sense of loyalty,the data showed that it strengthens with age,with older generations exhibiting higher levels of loyalty compared to younger ones.This underscores the importance for retailers bra

15、nds and services to begin fostering loyalty early,ensuring long-term customer relationships by engaging younger generations from the start.Loyalty Across Generations Gen ZMillennialsGen XBaby Boomers68%70%74%64%*Generations are divided in terms of age as:Gen Z(16 to 27),Millennials(28-43),Gen X(44-5

16、9),Baby Boomers(60+)6Customer Loyalty Index 2024 United StatesChanges in Consumers Loyalty TypesOver the past four years,loyalty types in the US fluctuated,except for Inherited Loyalty,which remained steady at 27%.Incentivized Loyalty peaked at 58%in 2022 but has declined since.We learned in 2023 th

17、at discounts may attract a customer to make a one-off purchase but wont earn long-term loyaltyand in 2024 little has changed.Both Ethical and True Loyalty remain at higher levels than in 2021 and 2022,reflecting a shift towards ethical purchases and strong brand connections.Incentivized LoyaltyInher

18、ited LoyaltySilent LoyaltyEthical LoyaltyTrue Loyalty6Customer Loyalty Index 2024 United States 2021202120212021202120222022202220222022202320232023202320232024202420242024202445%27%53%24%27%58%27%50%29%37%49%27%53%32%39%48%27%52%30%39%7Customer Loyalty Index 2024 United StatesThinking about the ret

19、ailers that you are most loyal to,which industries are they in?Loyalty by Sector Although Clothing&Fashion remained first on the list of sectors US consumers surveyed are most loyal to,Food Delivery and Beauty&Skincare saw the largest year-on-year percentage point increases with 11%-and 9%-point inc

20、reases respectively.Consumer Packaged Goods are new to the list and show people are still willing to stay with a packaged brand they love.Clothing&FashionMusic&EntertainmentBeauty&SkincareTravel&HospitalityConsumer Packaged Goods(CPG)SportsFood DeliveryTechnology&ElectronicsEnergy53%59%202343%21%42%

21、33%202334%23%202333%27%202330%33%202321%22%202314%11%2023NEWNEW8Customer Loyalty Index 2024 United StatesWhat Drives Customer LoyaltyWhen looking at the top factors that impact US customers loyalty to a brand,we see new factors emerging in 2024,includingon the positive sidememorable experiences,ando

22、n the negative sideirresponsible data usage,and making it harder to speak to a human.At the same time,environmental consciousness continues to grow as a loyalty driver,while the rise of subscription-based buying and DTC brands continue to provide a new channel for locked in loyalty.What positively i

23、mpacts brand loyalty?What negatively impacts brand loyalty?of Americans surveyed are now more loyal to brands with a commitment to sustainability-up from 18%in 2023of US consumers surveyed now sign up to a subscription to show their loyalty High-quality productsBrand longevityStaying out of politics

24、Being iconicCreating memorable experiencesIncreasing pricesPoor customer serviceDrop in qualityBeing irresponsible with customers dataConduct false/deceiving advertisingMake it harder to speak to a humanConsistent branding2023202320232023202343%24%20%27%56%NEWNEWNEWNEWNEW28%45%42%30%24%31%42%46%30%3

25、6%29%39%42%43%21%21%8Customer Loyalty Index 2024 United States 202320239Customer Loyalty Index 2024 United StatesFactors Driving Customers to Switch BrandsIn 2024,US customers surveyed are still most likely to switch brands due to cost considerations with 61%attributing this as the motive for switch

26、ing(versus 60%in 2023).While prices are an important factor,a reduction in product quality(56%)and a bad shopping experience(53%)could be the catalyst for losing loyal customers to a competitor.Factors like sustainability practices also influence a third of US respondents when it comes to loyalty.20

27、24202341%45%20232023Globally61%53%33%56%60%52%32%61%53%33%56%have switched from a brand they were loyal to because of cost considerations.have switched from a brand they were loyal to because of a bad experience.have switched from a brand they were loyal to because of their sustainability practices.

28、have switched from a brand they were loyal to because of a reduction in quality.NEWof Gen Z surveyed have switched brands based on sustinability practises compared to 18%of Baby Boomers45%10Customer Loyalty Index 2024 United StatesHow Customers Express Loyalty When asked how they show loyalty to the

29、ir preferred retailers,US consumers responses revealed consistent patterns to 2023,highlighting ongoing consumer behaviors that foster brand loyalty through active engagement and advocacy.Additionally,24%have increased their use of loyalty programsa 33%increase from 2023highlighting the need for bra

30、nds to adapt with personalized and cost-effective solutions to maintain loyalty.Thinking about the retailers you are most loyal to,how do you most commonly show your loyalty,if at all?Recommending them to friends and familyInstalling their appShopping with them frequently 20242024202420232023202348%

31、41%59%47%40%59%of consumers surveyed are using more loyalty programs in 2024up from 18%in 2023 24%11Customer Loyalty Index 2024 United StatesSAP Emarsys Partner InsightUnderstanding nuances in customer loyalty is crucial for brands aiming to deepen their engagement strategies.The insights in the Cus

32、tomer Loyalty Index are invaluable because they highlight the diverse stimuli that drive loyalty or cause churn.For us,two trends stand out.One,consumers are increasingly likely to switch brand loyalty due to a negative experience,making it essential for brands to deliver an exceptional customer exp

33、erience at every interaction.Two,shifting loyalty patterns particularly among younger generations due to brand boredom or sustainability issues,drive home the need for brands to stay ahead of consumer values and preferences.Against this backdrop,building lasting loyalty means creating tailored loyal

34、ty programs that engage,recognize and reward customers uniquely.Recognition is essential to foster loyalty,and is often more impactful than rewards,which are frequently equated with discounts in consumers minds.By tapping into something deeper,recognition aligns seamlessly with personalization,makin

35、g customers feel seen and valued.To truly foster this connection,AI-driven personalization and an omnichannel approach are essential,ensuring a unified and meaningful customer experience across all touchpoints.Erin Raese SVP Growth&Strategy,Annex Cloud12Customer Loyalty Index 2024 United StatesMobil

36、e Loyalty How in-app shopping is impacting customer loyaltyIn-depth analysis#1 13Customer Loyalty Index 2024 United StatesThe Impact of Mobile Apps on LoyaltyAccording to the latest market data,two-thirds(66%)*of US consumers now make purchases on a mobile device.Given this booming market,we examine

37、d what keeps mobile app users loyal.Our research reveals a significant insight:American consumers surveyed who have their favorite brands apps on their phones are more driven by offers and other incentives(36%)compared to those who dont use apps.This highlights the crucial role that promotional offe

38、rs play in influencing mobile consumer behavior and loyalty to brands when done in a personalized way.Consumers who download and keep their preferred brands apps are not just casual users;they are highly engaged and motivated by the benefits these apps offer.This behavior underscores the importance

39、for brands to create compelling incentives within their mobile apps to maintain and grow customer loyalty.*Source:https:/www.yaguara.co/mobile-commerce-statistics/57%Use appsDo not use42%46%Use appsDo not use46%30%Use appsDo not use25%33%Use appsDo not use28%51%Use appsDo not use49%Incentivized Loya

40、ltyLoyalty Types Among Consumers Using Mobile Apps Inherited Loyalty Silent Loyalty Ethical Loyalty True Loyalty 14Customer Loyalty Index 2024 United StatesWhy Consumers Use AppsConsumers are using mobile apps for more tasks than ever before,both in the US and around the world.Surprisingly,there is

41、not a strong generational divide when it comes to app usage.Gen Z and Millennials surveyed lead the way in using their favorite apps,however,Gen X is close behind.Top Prompts To Using App App Usage by Generation 69%49%41%50%will use an app more often because of rewards and incentives will use an app

42、 more often because of personalized messages will be more likely to use an app because of a referral from a friend will use an app more often because of helpful prompts*e.g.order updates,new release updates,additional services available,upgrade options,service delays,withdrawal notifications Baby Bo

43、omersGen XMillennialsGen Z42%44%44%34%15Customer Loyalty Index 2024 United StatesThe top 5 apps used by US respondents matched those in our global ranking,with shopping being the key use case.While Gen X and Baby Boomers primarily use apps for shopping and banking,younger generations use apps the mo

44、st for entertainment and shopping.Top 5 Apps Most Regularly Used 46%49%globallyBanking27%27%globallyNews43%39%globallyEntertainment 33%globally40%GamingShopping54%globally52%Apps Most Regularly Used by Younger Generations (Gen Z and Millennials)Apps Most Regularly Used by Older Generations (Gen X an

45、d Baby Boomers)50%*Shopping54%*Shopping50%*Banking*average percentages.52%*EntertainmentConsumers Favorite Apps16Customer Loyalty Index 2024 United StatesReaching Out:How Consumers Want to Be ContactedWhen it comes to loyalty,communication is king.That means brands must connect with potential custom

46、ers in a way that appeals to them.Overall,brands looking to encourage their US customers to use their apps should pay attention to the helpfulness,level of rewards and incentives,relevance,and timeliness of their messages instead of quantitylast on the list.What encourages consumers to allow or bloc

47、k messages from apps?Consumers preferred communication channels69%Allow Block 12%Helpfulness vs.67%Allow Block 14%Level of rewards and incentives vs.60%Allow Block 18%Relevance vs.50%Allow Block 22%Timeliness vs.46%Allow Block 32%Quantity vs.In-context Messages38%Advertising42%Direct Mail 57%Email68

48、%SMS/MMS52%Mobile App Push 39%Print 36%Web Push Messaging25%17Customer Loyalty Index 2024 United StatesFrom Loyalty to Fandom Loyalty among sports and entertainment fans In-depth analysis#2 18Customer Loyalty Index 2024 United StatesLoyalty Among Sports,Music&Entertainment EnthusiastsNowhere is loya

49、lty more prevalent than among fansthose absolutely committed to a sport,team or even their favorite band.By examining these groups,brands can learn about their approach to loyalty and building a fanbase of their own.When it comes to the world of sports,US customers surveyed are most loyal to:When ot

50、her interests,such as music and entertainment,are added into the equation,loyalties soar high.Their countrys Olympic teamTheir football teamTheir basketball team Their soccer club52%32%70%65%60%51%33%43%46%41%22%globallygloballygloballygloballygloballygloballygloballyTheir favorite TV showTheir stre

51、aming provider Their favorite singer/band72%68%63%19Customer Loyalty Index 2024 United StatesSports Fans and their Loyalty to Brands When we think of loyal groups,sports fans are some of the first to come to mind;and for good reason!It seems that fan loyalty carries beyond their favorite team and ex

52、tends into other areas,with 84%of sports fans surveyed generally acting as more loyal consumers than other Americans surveyed(69%).This trend is true across almost every loyalty type measured in the Customer Loyalty Index.Most notably,US sports fans are 17%more likely to display True Loyaltybeing en

53、tirely devoted to certain products,retailers,brands and servicesthan the general sample.42%Sports fansSports fansSports fansSports fansSports fansGeneral sample48%30%General sample27%58%General sample52%31%General sample30%54%General sample39%Incentivized LoyaltyInherited Loyalty Silent Loyalty Ethi

54、cal Loyalty True Loyalty 20Customer Loyalty Index 2024 United StatesConsumer Packaged Goods Loyalty Loyalty trends among CPG shoppers In-depth analysis#3 21Customer Loyalty Index 2024 United StatesLoyalty Types Among CPG Shoppers When analyzing loyalty types among Consumer Packaged Goods(CPG)shopper

55、s in the US,we observed notable differences compared to the general population.CPG shoppers surveyed are 21%more likely to be loyal to brands that provide incentives,and rewards.Additionally,they are 28%more likely to exhibit True Loyaltydemonstrating a strong commitment to specific products,retaile

56、rs,brands,and servicescompared to the general sample.58%CPG shoppersGeneral sample48%30%CPG shoppersGeneral sample27%47%CPG shoppersGeneral sample52%33%CPG shoppersGeneral sample30%50%CPG shoppersGeneral sample39%Incentivized Loyalty Inherited Loyalty Silent Loyalty Ethical Loyalty True Loyalty 22Cu

57、stomer Loyalty Index 2024 United StatesKey Drivers and Expectations of Loyalty Among CPG Consumers Our analysis reveals distinct patterns in consumer loyalty among CPG shoppers compared to the other respondents in the US.CPG shoppers place a higher value on product quality,brand longevity,and politi

58、cal neutrality,and they are more engaged in demonstrating their loyalty through frequent shopping,recommendations,and app usage.They also have specific expectations in return for their loyalty,including reduced prices,excellent customer service,and rewards such as loyalty points and cashback.Top fac

59、tors that most positively impact the loyalty of CPG shoppers CPG shoppers most commonly show their loyalty to a brand by Top factors that CPG shoppers expect in exchange for their loyalty to a brand High quality products Staying away from political issuesConsistent brandingShopping with them frequen

60、tly Reduced prices/better deals Recommending them to friends and familyGreat customer service Having their app on their phoneLoyalty points or cashbackFree returnsUsing their loyalty card/schemeBrand longevityGeneral sampleGeneral sampleGeneral sampleGeneral sampleGeneral sampleGeneral sampleGeneral

61、 sampleGeneral sampleGeneral sampleGeneral sampleGeneral sampleGeneral sample66%32%30%69%62%53%61%46%53%46%44%54%56%27%28%59%52%48%54%41%47%44%36%43%23Customer Loyalty Index 2024 United StatesLuxury Loyalty Loyalty among fans of high-end or exclusive brandsIn-depth analysis#4 24Customer Loyalty Inde

62、x 2024 United StatesLoyalty Among Luxury ShoppersAnother area explored in this years Customer Loyalty Index report is the relationship between luxury customers surveyed*and brands.Unlike the general sample however,they are 36%more likely to show True Loyalty to a brand,making them some of the most d

63、evoted customers to certain brands and retailers.*Respondents who answered“they produce high quality/exclusive products”to the question“What best explains why you are loyal to particular retailer(s)?”55%Luxury customersGeneral sample48%29%Luxury customersGeneral sample27%43%Luxury customersGeneral s

64、ample52%35%Luxury customersGeneral sample30%53%Luxury customersGeneral sample39%Incentivized LoyaltyInherited Loyalty Silent Loyalty Ethical Loyalty True Loyalty 25Customer Loyalty Index 2024 United StatesThe Likes and Dislikes of Luxury ShoppersUnsurprisingly for luxury shoppers,quality is king.At

65、a time when many brands are cutting product quality to reduce costs,luxury brands cannot afford to make the same mistake,with 55%of luxury buyers saying a drop in quality would negatively impact their loyalty.Consumers also expect a higher level of service from luxury brands.When compared to non-lux

66、ury brands,a single bad customer service experience is 31%more likely to impact loyalty.While these brands can still offer incentives,rather than competing on price,luxury retailers need to focus on building their brands,promoting their heritage,longevity and iconic status.What positively impacts br

67、and loyalty?What negatively impacts brand loyalty?High-quality productsBrand longevityBeing iconicCreating memorable experiencesStaying out of politicsDrop in qualityPoor customer serviceIncreasing pricesBeing irresponsible with customers dataConduct false/deceiving advertisingGeneral sampleGeneral

68、sampleGeneral sampleGeneral sampleGeneral sampleGeneral sampleGeneral sampleGeneral sampleGeneral sampleGeneral sample71%52%55%55%28%20%30%53%36%36%56%43%42%42%24%20%27%45%30%31%25Customer Loyalty Index 2024 United States 26Customer Loyalty Index 2024 United StatesDriving Customer Loyalty in 2024 an

69、d Beyond1526374Focus on Personalization:Providing personalized offers and content is essential for loyalty.Brands should leverage AI to find data and insights to tailor their offerings to individual customer preferences.Create Memorable Experiences:With high-quality products and memorable experience

70、s emerging as key loyalty drivers,brands should focus on creating unique and positive customer experiences,in-store or online.Leverage Mobile Apps:Investing in mobile app development and ensuring the app provides valuable features and rewards can significantly boost customer loyalty.Apps should be u

71、ser-friendly and offer personalized content and incentives.Prioritize Product Quality and Pricing:Maintaining high product quality and offering competitive prices are crucial for retaining customer loyalty.Brands should focus on these aspects to meet consumer expectations.Encourage Active Engagement

72、:Encourage customers to actively engage with the brand through frequent shopping,recommendations,and using loyalty cards and mobile apps.Active engagement fosters deeper loyalty.Enhance Customer Service:Excellent customer service remains a significant factor in fostering loyalty.Brands should invest

73、 in training and support to ensure customer interactions are positive and helpful.Offer Incentives and Rewards:Incentivized loyalty is nuanced and hard to get right,particularly in a sector where customers can be put off by lowering prices.Discounts may attract a one-off visit but to ignite true loy

74、alty,regular loyalty points,VIP experiences and exclusive offers can be vital to provide an elevated experience to keep customers engaged over a longer period.Key takeaways 27Customer Loyalty Index 2024 United StatesWatch On-Demand Omnichannel&AI Masterclass Supercharge Your Omnichannel Customer EngagementClick hereClick here