B2B Loyalty Is Becoming B2C

Designing loyalty programs that engage people while protecting margins Did you know? B2B companies already outperform B2C brands in customer retention, 82% vs. 74%, according to research by Rivo (2025). Even more compelling, a classic Bain & Company study cited by Harvard Business Review shows that increasing retention by just 5% can boost profits by 25% to 95%. Loyalty programs significantly amplify this advantage. Top-performing B2B loyalty initiatives generate up to 4.8×....