Over the past 12 months, we’ve seen unprecedented disruption in retail  as stores closed or limited capacity, and shopping shifted online. Fostering loyalty is vital at a moment when many consumers are breaking old habits  and forming new ones. At the same time, as more consumers discover the endless array of products and services available online, maintaining their loyalty is becoming more difficult. 

To understand consumers’ mindsets at this critical point in time, Clarus Commerce surveyed 2,500 U.S. consumers about their shopping habits  and expectations for loyalty programs. Building on the results of our 2019 and 2020 Premium Loyalty Data Study, this report dives deep into the  benefits customers expect and why, and how those expectations have changed throughout the COVID-19 pandemic. 

Our findings reveal that traditional tactics like points programs alone are no longer enough. In the aftermath of the disruptions and lockdowns of 2020, customers are increasingly demanding the kind of personalized, instant benefits that premium loyalty programs provide. More than three-quarters 

(79%) of respondents say they don’t want to accumulate points anymore, and retailers’ loyalty programs should provide immediate benefits to maintain their loyalty. Read on for more insights about consumers’ shifting views on loyalty.