The loyalty gap: Exclusive research on what really keeps consumers engaged, redeeming, and coming back

Only 4% of US consumers say they stay enrolled in a loyalty program because they genuinely like the brand. The rest are banking perks, sticking around because membership is free, or barely engaging at all.

We surveyed 5,000 US consumers and found that the majority wouldn't notice—or care—if their favorite brand's loyalty program vanished tomorrow. Enrollment might be up, but tangible engagement isn't, and the gap between the two is quietly costing brands the retention and margin their loyalty programs were built to protect.

This report breaks down exactly where that gap is coming from and what leading brands are doing to close it.

Inside, you'll find the insights behind:

• Why loyalty sign-ups don't equal spend, and how to tell if your program is actually engaging members
• What actually earns repeat purchases (hint: it's not always the biggest offer)
• Trends in consumer comfort levels with data and AI, and the smartest way to personalize without eroding trust
• Real campaign examples from leading brands that show measurable lifts in conversion, engagement, and revenue

Whether you're scaling a loyalty program from scratch or trying to breathe life into an existing one, this is the data that tells you where to focus first.