Loyalty programs could be retailers’ smartest bet to win over repeat shoppers

Loyalty programs have long been a staple for many retailers, but for the value-driven shopper today, they are more important than ever.

Per new research from LoyaltyLion, 91% of respondents said that being part of a loyalty program drives them to make repeat purchases from the same e-commerce brand.

The survey, which included responses of 2,000 US consumers, also found that shoppers enrolled in retailers’ loyalty programs on a weekly (58%) and often daily (15%) basis.

According to LoyaltyLion, the average member consumer is part of more than three e-commerce loyalty programs, and that doesn’t even include supermarkets or coffee shops.

Age was a differentiator, with younger shoppers seemingly more closely tracking these programs. Consumers between the ages of 25 and 34 logged into their memberships about 15.6 times per month, while those over 55 logged in just 7.6 times.

Of course, shoppers engaged with such memberships with a certain set of expectations.

According to the survey, 88% of shoppers value the ability to engage with loyalty programs in physical stores, while 86% expect those programs to also be available on a brand’s website. Additionally, 81% said they want to continue earning rewards when buying products through third-party sellers.

“Consumers love loyalty programs,” Charlie Casey, CEO of LoyaltyLion, said in a statement. “They want to engage with them, they’re actively looking for ways to earn rewards, and they’re increasingly choosing brands based on how good that experience is.

The findings track with Deloitte’s recent research. While factors like price, overall value, and product quality continue to be the biggest drivers of brand loyalty across demographics, Deloitte’s 2025 Consumer Loyalty Program Survey found that loyalty programs are becoming an increasingly important way for brands to stand out from competitors.

It’s also why retailers are taking the loyalty business seriously. For instance, earlier this year, Best Buy announced it was expanding its loyalty program by adding rewards points to its paid subscriptions.

“More than 80% of customers want to earn points when they shop at Best Buy,” a press release noted with the announcement.