Clarus Commerce’s recent survey in the US found that 73% of premium loyalty consumers shopped more with those retailers whose loyalty program members they were, amid COVID-19.
Since the COVID-19 outbreak, consumers' loyalty standards have grown, and they are willing to pay for valuable services from retailers. In exchange for instant and exclusive benefits, 76% of US customers will pay for a premium loyalty program to secure exclusive benefits.
Consumers no longer just want to collect loyalty points but want immediate benefits to continue being brand loyal. 90% of respondents would choose to retail brand for whom they can be a premium member than those offering lower prices.
At 58%, grocery rewards are a top priority for consumers considering premium programs. Other considerations are clothes and accessories (49%), and health and beauty (36%). Gen Z is most likely to pay for premium services.
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