John Pedini

2 months ago | forrester.com | John Pedini |Eric Epstein |Rick Parrish

Loyalty programs are struggling to deliver an engaging member experience. In Forrester’s Consumer Benchmark Survey, 2024, 34% of US online adults who belong to a customer loyalty program agreed that they frequently forget to use loyalty programs they belong to. To maximize program effectiveness, loyalty programs need a balanced mix of transactional benefits that offer monetary value, and non-transactional benefits that spark more emotional connections.

Jan 23, 2025 | forrester.com | John Pedini |Rani Salehi

Last week, my dentist invited me to join their loyalty program. It’s official: The loyalty program is the “go-to” customer relationship marketing tactic. Most global consumers belong to at least one loyalty program, including 90% of online adults in the US, in Europe-5 (88%), and in Australia (93%). According to Forrester’s Consumer Benchmark Survey, 2024, 54% of US online adults agree that loyalty programs influence what they buy, and 64% agree that programs influence where they make purchases.