Key takeaways:
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53% of consumers say they’re important to their relationship with a brand, with points-based rewards emerging as the most popular program type.
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Just 15% of consumers feel the marketing they receive is highly relevant, despite growing expectations for tailored experiences.
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Generational and regional differences mean brands need flexible, data-driven loyalty strategies rather than one-size-fits-all programs.
Customer loyalty is becoming one of the biggest drivers of long-term business growth, but new research from Dotdigital suggests many brands are still falling short where it matters most: delivering personalized experiences. In a global survey of 4,000 consumers across the UK, USA, Australia, and Singapore, more than half (53%) said loyalty programs are important to their future relationship with a brand, yet only 15% believe the marketing messages they receive are highly relevant. The findings highlight a clear opportunity for marketers to strengthen retention by combining meaningful rewards with more intelligent personalization.
To help brands close that gap, Dotdigital has launched Dotdigital Loyalty, a native loyalty solution that brings rewards, customer data, marketing automation, and AI-powered personalization together within a single platform. The solution enables marketers to create flexible points programs, tiered rewards and personalized customer experiences that encourage repeat purchases and long-term engagement. With loyalty increasingly influencing spending behavior—and 45% of consumers saying they’ve increased spending to reach the next reward tier—brands have a significant opportunity to turn retention into a competitive advantage.
Why it matters:
- Loyal customers are more likely to increase spending and stay engaged, making customer retention a key driver of profitability.
- Bringing loyalty, customer behavior, and marketing automation together enables more relevant, personalized communications.
- With Dotdigital Loyalty integrated into the wider Dotdigital platform, marketers can use AI to improve acquisition, retention and customer advocacy throughout the customer lifecycle.
Learn more here: New research reveals loyalty crisis as only 15% of consumers say brand marketing feels relevant - Dotdigital launches AI-powered loyalty platform to help marketers fight back
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