The State of Loyalty:
A Data Lake Worth Exploring.

Dip into loyalty highlights that span 10 years, 100,000s of consumers, 34 countries, representing 100s of Marketers, and covering 1000s of programs and apps; history’s longest-standing, deepest, most robust data on consumer loyalty around the world. Wade even further into program and sector-level perspectives. Plus, examine behavioural and attitudinal benchmarks — all featuring operational and operator data and findings. We’ve filtered the past to predict the future.

COVID-19 — Get the Latest Research & Insights

To help marketers pivot strategies and prepare for the “new normal”, we are producing an ongoing series of tracker studies that provide data and insights on how to navigate these unprecedented times and plan for the changing consumer needs and expectations ahead.

Explore now

What's our global outlook?

Loyalty runs deep with Members worldwide—with strong and stable satisfaction perpetually correlating to measures of ‘Say’ (an NPS-equivalent), ‘Stay’ (likelihood to be retained) and ‘Spend’ (consolidated or growth in spending).

Loyalty Member Satisfaction, Globally

All Loyalty Programs
HIGHEST SATISFACTION
Turkey
66%
LOWEST SATISFACITON
Hong Kong
15%
north america

NORTH AMERICA

Canada 33% 51%
United States 44% 72%
Mexico 51% 73%
SOUTH AMERICA

CENTRAL & SOUTH AMERICA

Chile 42% --
Brazil 47% --
Peru 35% --
Argentina 45% --
Colombia 46% --
Panama 46% --
westen europe

WESTERN EUROPE

Germany 38% 68%
France 28% 47%
Netherlands 35% --
Austria 37% 53%
Switzerland 37% --
United Kingdom 32% 57%
Spain 36% 61%
Italy 30% 56%
Portugal 41% --
north europe

NORTHERN EUROPE

Denmark 39% --
Norway 39% --
Finland 32% --
Sweden 32% --
africa

MIDDLE EAST & AFRICA

Turkey 66% --
UAE 51% --
Saudi Arabia 45% --
Israel 39% --
Kenya 50% --
russia

RUSSIA

Russia 44% --
asia

ASIA PACIFIC

China 37% --
Japan 16% --
Hong Kong 15% --
India 49% 66%
Malaysia 40% --
Australia 30% 34%

Source: Bond Brand Loyalty data, 34 Countries, as published, in partnership with Visa, in The Loyalty Report™, 2018 to 2019

GET THIS DATA

Download

How likely are customers to stay?

Loyalty Programs make consumers more likely to continue doing business with brands. While Loyalty’s influence has increased significantly over the last decade, it’s poised for a step-change growth-spurt to keep pace with consumer expectations.

Likelihood to Stay, over Time

Source: Bond Brand Loyalty data, Canada, as published, in partnership with Visa, in The Loyalty Report™, 2011 to 2020

GET THIS DATA

Download

How engaged are members?

Activity rates remain strong and stable. With an onslaught of new programs, and enrollment rising between two and three new programs per person over the last ten years, the ‘engagement gap’ is real—and brands face fierce competition for engagement.

Activity & Enrollment Rates, over Time

Active Memberships
Total Memberships
Year
Active
Total

Source: Bond Brand Loyalty data, US, as published, in partnership with Visa, in The Loyalty Report™, 2015 to 2020

GET THIS DATA

Download

How do strong programs measure up?

Engagement is a perfect storm of many factors – emotional and rational – which differ category to category, program to program, and region to region—and for most successful programs, we see them change on a program-specific basis over time.

Top 10 “QSR” Drivers of Member Engagement

    %
    %

    Source: Bond Brand Loyalty data, US, as published, in partnership with Visa, in The Loyalty Report™, 2019

    GET THIS DATA

    Download

    Are targeted promotions hitting the mark?

    Belovedness is in the eye of the beholder. Guiding perceptions is key to Loyalty—high perceived value; low actual cost; distance to goal; and Member vs Marketer perspectives. Oh, and mind the gap between personalization and privacy, in promotions.

    Are Promotions Relevant?

    Marketers Say
    19%
    Members Say
    11%
    Marketers Say
    Members Say

    Source: Bond Brand Loyalty data, North America, as published, in partnership with Visa, in The Loyalty Report™, 2020

    GET THIS DATA

    Download

    How is the customer experience better for members?

    The role of the program is to enhance the brand experience. Hand-raised customers have a growing expectation of differentiated experience versus their anonymous-customer counterparts—and brands have a long way to go to live up to that expectation.

    The Program Makes My Brand Experience Better

    Source: Bond Brand Loyalty data, US, as published, in partnership with Visa, in The Loyalty Report™, 2019

    GET THIS DATA

    Download

    Willing to Pay a Fee For Enhanced Benefits

    Paid memberships, tiers and subscriptions can be the captains of customer loyalty—working best in promiscuous categories… But there’s a strong first-mover advantage, and younger consumers have surprising appetite for program aspects like these.

    Willing to Pay a Fee for Enhanced Benefits

    Tap any bubble to reveal a stat

    Will Pay

    Source: Bond Brand Loyalty data, US, as published, in partnership with Visa, in The Loyalty Report™, 2019

    GET THIS DATA

    Download

    How do brand representatives help?

    In a world gone wild with digital, the role of the representative is to balance out the utility, comprehension and cognition of the program—which has best bang for buck on lifting satisfaction.

    Representatives Help Me Get the Most Out of My Membership

    %

    Source: Bond Brand Loyalty data, Canada, as published, in partnership with Visa, in The Loyalty Report™, 2018 to 2020

    GET THIS DATA

    Download

    Credit Cards: What do members think vs. do?

    Credit Card Members are even more active than they think they are. Programs that focus on true drivers of Member engagement will keep them both top of mind, and wallet.

    Past 12 Month Program Activity

    Think They Participate
    (Attitudinal Data)
    Do Participate
    (Operational Data)
    Attitudinal
    %
    Operational
    %

    Source: Aggregate program operational redemption data, various categories, Canada & US, 2017 to 2019,
    Bond Brand Loyalty data, Canada, as published, in partnership with Visa, in The Loyalty Report™, 2018 to 2020

    GET THIS DATA

    Download

    The Loyalty Report

    For nearly a decade, we have partnered with Visa, many issuers and merchants—all over the world—to understand the attitudinal and behavioral signals of customer loyalty and engagement.