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Loyalty programs: understanding the divide between brand and consumer

The 2024 EY Loyalty Market Study reveals that 58% of consumers spend more with brands that offer loyalty programs.

The loyalty landscape is rapidly changing.

Consumers today are bombarded daily with digital distractions, thousands of apps, geo-targeted texts and an expanding universe of artificial intelligence–enabled conveniences. With thousands of brands vying for their attention, dollars and loyalty, maintaining customer engagement is no small feat for any brand marketer.

As brands strive to stand out in a cluttered, competitive marketplace, the tailored experiences and personalized rewards that loyalty programs can offer are increasingly crucial to building long-lasting relationships with customers. 

Building successful loyalty programs is challenging

Consumer preferences are rapidly changing and varying incentives — discounts to experiential benefits — attract customers of different ages and backgrounds.

In our 2024 EY Loyalty Market Study, EY researchers examine these topics and more, as well as shifting consumer preferences, age group interests, the perspectives of corporate employees managing loyalty programs, and the disconnect that we see between customer expectations and planned corporate investments.

Loyalty engagement expectations for rewards and recognition vary dramatically across consumer age groups. Understanding customer segment needs is key. See how.

The team

Patricia Camden

Managing Director, EY Americas Loyalty Leader
Lifelong learner, passionate about utilizing technology and creativity to help clients meet challenges and grow relationships. Talent developer. Eternal optimist. Proud mom to teens and a black lab.
Atlanta, USA

Michael Anders

Principal, Strategy and Transactions, EY-Parthenon, Ernst & Young LLP
Senior leader focused on customer analytics and pricing. Has led engagements with dozens of Fortune 500 companies and private equity firms.
San Francisco, USA

How EY can help

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