Meeting Rising Consumer Loyalty Expectations Post-Pandemic

Over the past 12 months, we’ve seen unprecedented disruption in retail as stores closed or limited capacity and shopping shifted online. Fostering loyalty is vital at a moment when many consumers are breaking old habits and forming new ones. At the same time, as more consumers discover the endless array of products and services available online, maintaining their loyalty is becoming more difficult.  

To understand consumers’ mindsets at this critical point in time, Clarus Commerce surveyed 2,500 U.S. consumers about their shopping habits and expectations for loyalty programs.  

This report dives deep into the benefits customers expect and why, and how those expectations have changed throughout the COVID-19 pandemic. Key findings include: 

  • 68% of consumers agree that their loyalty is more difficult to maintain than ever before; 
  • 76% of consumers would pay for a premium loyalty program; 
  • 81% of traditional loyalty members say they would join a premium loyalty program at their favorite retailer, assuming that the benefits were valuable; 
  • 79% of consumers say they don’t want to accumulate points anymore, and retailers’ loyalty programs should provide immediate benefits to maintain their loyalty; 
  • 90% of consumers say they’re likely to choose a retailer where they’re a premium loyalty member over another one offering a lower price; and 
  • 73% of premium loyalty members shopped more with their favorite retailers during the pandemic. 


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