Redefining Customer Loyalty

In this market research report, we analyze how customer loyalty has changed in industries like retail, restaurants, travel and hospitality.

How should brands think about structuring loyalty programs and incentivizing loyalty in the future, now that consumer lifestyles have shifted?

andrew-custage-bw Authored by:
Andrew Custage
Head of Analytics
Sense360 By Medallia

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Deep Insights on Loyalty Behavior

How “loyal” are customers?

Loyalty metrics often use customer data from internal systems, but they don't provide competitive context on that consumer’s behavior with the market as a whole. This analysis looks at consumer behavior across entire markets to understand true loyalty within retail, restaurants, airlines, and hotels.

Has the pandemic changed loyalty behaviors?

Sometimes consumers say one thing in surveys but do another in real-world behavior. This analysis looks at surveys AND spending data to understand how consumers' perception of their own loyalty has changed, and how their actual spending behavior has evolved.

How do consumers perceive loyalty rewards programs?

Many brands treat loyalty rewards program membership as a proxy count of their most dedicated members. But unfortunately, many loyalty members pay little attention to the program and likely also demonstrate very little loyalty to the brand. We surveyed consumers to understand how brands can design an effective loyalty program.

Can a loyalty rewards / subscription program show a measurable impact?

For a loyalty rewards / subscription program to be financially justifiable, brands need evidence that the program causes the average consumer to spend more than they otherwise would have without the program. We analyzed surveys plus pre- and post-program spending behavior to understand incrementality for a few select loyalty programs.


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We combine multiple consumer datasets for holistic, 360° insights.

We integrate three datasets into our products and research studies:

  1. Foot Traffic Data. Our smartphone geolocation panel tracks the movement activity of over 5 million opted-in consumers. This enables us to see trends in foot traffic visitation at virtually any U.S. business location.

  2. Transaction Data. Our transaction panel includes the credit & debit card spend of over 5 million consumers, not only at your retailer but across competitors and other categories.

  3. Opinion Data. We have the largest panel of visit-based survey takers in the U.S. Our survey technology targets consumers who have visited specific stores or websites, and they receive the survey on their device as fast as 24-48 hours post-visit. We can even launch real-time surveys which target shoppers who are still inside the store.
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The Insights Briefings

This webinar series is packed with insights on consumer behavior across the retail, restaurant and hospitality industries.