Loyalty Programs Emerge As Key Recession-Fighting Tactic

Loyalty Programs Emerge As Key Recession-Fighting Tactic

Marigold research shows loyalty program participation is on the rise right when consumers, and businesses, need them most.

Marigold released a U.S.-focused version of its 2023 Digital Consumer Trends Index report that showcased some important data for businesses hoping to keep consumers engaged amid the threat of a looming recession.

According to the report, 52% of U.S. consumers are more likely to engage in a loyalty program this year than last. That stat rose to 57% for Gen X consumers and 67% for Millennials. That’s good news for businesses who offer them because more than half (53%) of Millennials and Gen X respondents plan to rely on loyalty program benefits when making purchases.

Additional findings include:

  • 72% of consumers are ready to pay more to buy from preferred brands (which is 31% higher than the global results), while 25% of consumers who abandoned a preferred brand in the past 12 months cited poor loyalty programs as the core problem.
  • Most U.S. consumers want personalized content and offers from trusted brands and will share personal data to get it, with 75% of U.S. consumers comfortable sharing behavioral data in return for better service.
  • Over half of U.S. consumers (55%) purchased a product directly as a result of an email they received in the last 12 months.
  • Over half (57%) of U.S. consumers find retargeting ads to be creepy, and nearly a third (32%) are glad cookies are being withdrawn soon.

For more insights, download the full report