28% of consumers have left a customer loyalty program before redeeming a single reward.
Is customer loyalty dead? Not quite. But brands need to approach loyalty through the lens of customers who are constantly working through a complex series of touchpoints and driven to vet purchases with word-of-mouth recommendations, product reviews and diligent price comparison.
Brands like Nutiva, Unilever, Lola and PillPack are seeing customer loyalty success by leveraging new approaches for their programs and focusing on speaking to the consumer's need for:
- On-trend products;
- Emotional connection;
- Surprise and delight;
- Quality and trust; and
- Instant gratification.