2021 Premium Loyalty Data Study – Meeting Rising Consumer Loyalty Expectations Post-Pandemic [Report]

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.  

Building on the results of our 2019 and 2020 studies, the 2021 Premium Loyalty Data Study dives deep into the benefits customers expect and why, and how those expectations have changed throughout the COVID-19 pandemic. 

These findings reveal: 

  • How consumers feel about traditional points programs 
  • The categories in which consumers are most likely to pay for a loyalty program 
  • How traditional and premium loyalty programs can work together 
  • The benefits that motivate consumers to join 
  • How premium loyalty programs impact the shopping habits of younger customers 
  • What your customers expect from their memberships 

In the aftermath of the disruptions and lockdowns of 2020, customers are increasingly demanding the kind of personalized, instant benefits that premium loyalty programs provide.  

Download the 2021 Premium Loyalty Data Study for more insights about consumers’ shifting views on loyalty as we come out of the pandemic. 

Are You Ready to Go Premium?

If you want to become a 24/7 presence in your best customers' lives, it's time to get started.