Customer Loyalty 2020 & Beyond

About the Report

With 1.6 Billion program memberships in the retail industry in North America, loyalty program memberships are at an all-time high. Why is it then that 46% of the memberships are inactive? And how can retailers stay at the top of their loyalty marketing game in 2020? The winners of tomorrow will be those who can build emotional relationships with their consumers, engage them in exciting and meaningful ways across channels.

In this report, we dive deeper into the latest consumer trends and how retailers can generate the most returns out of loyalty programs in 2020 and beyond.

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Why Customer Relationships Matter
Brand Connection vs. No Brand Connection


Changes to Customer Lifetime Value: Emotionally engaged consumers have a 300% higher CLV than a non connected/engaged customer

5.1 years

Connected customers stay longer with the brand: 5.1 years vs 3.4 years


8 in 10 customers with high emotional engagement will recommend the product to their family


Capillary conducted a study with 28 chief marketing officers across the globe. Spanning three verticals, the research focused on the top priorities for retailers & marketers in the next decade. Marketplace research: Capillary analyzed over 100 loyalty programs across 7 countries in order to gauge the strongest features of different programs.

Key Takeaways

check_circle How to stay ahead in a rapidly evolving retail sector marked by digital transformation and technological advancement.

check_circle Trends making the biggest impact on customer loyalty in 2020 and beyond.

check_circle Customer propensity of different generations of Americans, how various generations want to engage with a loyalty program.

check_circle The rise of emotional loyalty, and how to move beyond transactional loyalty.

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