Loyalty schemes shape repeat buying, study finds

Research published by LoyaltyLion found that 91% of US shoppers say loyalty programmes influence whether they buy again. Consumers also engage with these programmes frequently, often on a weekly basis.

The study surveyed 2,001 US consumers who belong to at least one eCommerce loyalty programme. On average, members log in 10.84 times a month, with 15% engaging daily and 58% logging in at least once a week. Among 16 to 24-year-olds, that rises to 80%.

The findings suggest loyalty schemes have moved beyond occasional use at checkout and become part of routine shopping behaviour. Consumers said they check their points balance 9.49 times a month on average and review rewards 9.80 times.

Members also appear to be actively looking for more value from the schemes they join. More than one in eight, or 13%, said they look for new ways to earn points every day, while 51% do so at least weekly.

The research focused on eCommerce loyalty schemes and excluded supermarkets, travel, coffee shops, utilities, hospitality and restaurant programmes. Respondents said they belong to 3.16 eCommerce loyalty programmes on average and actively use 2.77.

Age divide

Younger consumers were markedly more active than older groups across most measures. Shoppers aged 25 to 34 log in 15.64 times a month on average, compared with 7.61 times among those aged over 55.

Among 16 to 24-year-olds, respondents said they check their points balance 14.04 times a month and review rewards 14.92 times. Older consumers still engage, but are more likely to do so only when prompted or when considering a purchase.

The same gap appears in weekly behaviour. While 53% of all respondents said they check their points balance at least once a week, the figure rises to 78% among 16 to 24-year-olds. A similar pattern appears in reward checking, with 53% of all consumers doing so weekly, compared with 76% of those aged 25 to 34.

Older consumers were less likely to treat loyalty schemes as part of a regular routine. The survey found that 11% of Gen Z respondents said they engage only when considering a purchase, compared with 11% of over-55s, while the accompanying analysis argued that younger shoppers are more likely to build loyalty activity into day-to-day spending decisions.

Channel expectations

The study also found that consumers increasingly expect loyalty programmes to work across several shopping channels rather than in a single setting. Some 88% said it is important to be able to use a programme in store, 86% expect access through a brand's website and 81% want to collect points when buying through third-party retailers.

Mobile use is another area where age differences stand out. While 78% of all respondents said using loyalty within a mobile app is important, that share falls to 70% among over-55s. The divide is wider for mobile wallets, which 76% of 16 to 24-year-olds consider important, compared with 45% of over-55s.

These figures suggest consumers increasingly expect loyalty to follow them across digital and physical shopping channels. For retailers, that increases pressure to make schemes available consistently wherever customers choose to buy.

Charlie Casey, Chief Executive Officer at LoyaltyLion, said: “Consumers love loyalty programs. They want to engage with them, they're actively looking for ways to earn rewards, and they're increasingly choosing brands based on how good that experience is.

For retailers, that's a real opportunity. If you get it right and deliver high-quality and rewarding experiences wherever your customers are shopping, you'll see the impact in repeat purchases and long-term loyalty. If you don't, customers will go elsewhere.”

The survey was conducted among US consumers at a time when household budgets remain under pressure and shoppers are paying closer attention to value. Patrick Fagan, Behavioural Scientist & Data Psychologist, said: “Growth in loyalty program engagement is being driven from both sides. Programs themselves have evolved. They are more sophisticated, more intuitive and genuinely engaging, with brands using data and design to make them feel worthwhile rather than transactional.

At the same time, behaviour has shifted, and loyalty has become a default part of how people shop. It is expected, widely adopted and increasingly built into everyday purchase decisions. In a climate where people are more conscious of value, the appeal is obvious. Shoppers want to feel rewarded and make their money go further.

The opportunity for brands goes beyond discounts. The most effective programs tap into something deeper, creating a sense of connection, relevance and shared values. When done well, loyalty becomes less about points and more about building a relationship people want to come back to.”