More than eight in 10 consumers say loyalty programs are important to them. But as loyalty becomes table stakes across retail, many programs are becoming harder to differentiate — and harder to use to meaningfully influence behavior. Membership grows, but influence stalls. This is the “loyalty plateau.†Upside’s latest report, based on exclusive survey data from 12,000+consumers and retailers in the general population, explores why loyalty programs across everyday spend categories are reaching this plateau — and what retailers can do to break through it. Inside, you’ll learn: A new framework for evaluating loyalty program maturity and effectiveness What differentiated loyalty looks like in an increasingly saturated market Which customer behaviors loyalty programs influence most, and where they fall short The unexpected group of consumers most likely to be influenced by loyalty
