Uncovering human insights on how brands tailor their approach to loyalty programs by rewarding incremental behaviors that drive revenue. + LOYALTY.TABLE OF CONTENTS THE PROBLEM WITH LOYALTY TODAY 01 RETHINKING LOYALTY 05 THE CONSEQUENCE OF INACTION 13 ABOUT US 18 WHAT MOTIVATES PEOPLE 03 WHAT MAKES CUSTOMERS LOYAL TO A BRAND 07 RESOURCES REQUIRED: AN INVESTMENT IN TECHNOLOGY 153.3 billion 71% Membership in U.S. loyalty programs has increased by 15% since 2015, indicating consumers’ willingness to share their information with brands in exchange for benefits. This also creates a great opportunity for brands to build deep, meaningful relationships with customers. Of consumers now claim that loyalty incentive- programs don’t make them loyal at all, according to Harvard Business Review

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