Consumers belong to a lot of loyalty programs. The average U.S. consumer who participates in loyalty programs belongs to at least 15, according to a Boston Consulting Group study.
But when it comes to sticking out as a loyalty program, competition is fierce. Consumers generally are only active participants in 50% of the programs they belong to, with engagement falling 10% from 2022 to 2024, according to the BCG.
In this atmosphere, why launch a rewards program? We took a look at four recent loyalty launches across industries and each companies’ objectives.
Fanatics saw an opportunity to launch exclusive perks, while ASOS used it as a chance to help turn around its business. Meanwhile, JetBlue Airways and United Airlines made a bet that perks are better together, and Sprouts took learnings from its loyalty program to help guide its growth strategy.
While competition is fierce, so is opportunity. A 2024 Snappy survey found that 7 in 10 consumers say that loyalty programs are a key factor in deciding which businesses to frequent.
Here are four stories on how companies across industries are revamping loyalty:
