81% of consumers are willing to participate in loyalty programs, and discounts are the most popular form!

Enhancing customer loyalty has been a key priority for marketers for years, but during the pandemic, supply chains were disrupted and many consumers were forced to try other brands and stores, posing certain challenges for brands that want to maintain customer loyalty .

However, Merkle ’s survey shows that despite the many events in 2020, such as the COVID-19 pandemic, social unrest and the US presidential election , more than half ( 57%) of respondents remain loyal to brands . In a survey of 1,500 US consumers , 49% of consumers said that these major events did not stop them from patronizing brands to buy products .

The survey data reveals the importance of brands being able to cater to consumer preferences in uncertain situations . What can sellers do about this?

A new survey from marketing firm Merkle and Marketing Dive found that 81% of consumers want to build relationships with brands, which means they're willing to participate in loyalty programs .

Discounts are the most popular loyalty reward , with 70% of consumers preferring discount offers . Other loyalty rewards include free products ( 65%) , free samples ( 51%) , free services (48%) and the chance to win prizes (28%) .

Even for customers who have switched to a new brand, discounts can lure them back in. Among consumers who switched brands in 2020, 18% said they could no longer buy the old brand, and 16% said the new brand offered better discounts or prices.

And 23% of respondents said they would switch back to a brand if it offered a discount, which was preferred over re-offering a product or service ( 19%), apologizing or explaining a position on a public issue (12%), or providing information about a brand’s superiority over competitors (11%).

Consumers also love surprises , with 58% saying gifts are the most important way for brands to interact with them and recognize their loyalty .

The epidemic has caused troubles in people's daily lives. Perhaps out of the need to simplify life, 41% of respondents said that it is crucial for brands to provide a more convenient shopping experience .

40% of consumers also said that one of the most important ways for brands to interact with them is for them to express appreciation and gratitude , which makes consumers realize the role they play in the brand's success.

In summary, loyalty programs can help brands establish connections with consumers and also help increase sales. Sellers can also refer to the above consumer demands and develop practical loyalty programs.

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