Customer loyalty is an essential pillar to guarantee sustainable growth And strengthen ties between brands and their consumers. According to a study published by the Harvard Business Review, regular customers spend on average 67% more as new customers.
In a context where customer retention and engagement are becoming strategic priorities, Brevo, European leader in CRM solutions, has led two in-depth studies and organized a webinar to decipher the current trendsidentify the major challenges faced by businesses, and propose concrete and adapted solutions.
🛒 Key figures on the consumer side: a marked appetite for loyalty programs.
- 87% of French people are registered with at least one loyalty program, with an average of six programs per individual.
- Young adults (25-34 years old) stand out with record participation: 94% of them hold several loyalty accounts.
- 65% of consumers would like to consolidate all their loyalty cards in a single application, highlighting a strong demand for simplification and accessibility.
Preferences vary by age group and sector: older consumers prefer supermarket programs (97% 50-64 year olds), while the youngest are attracted by catering (64%) and fashion (72 %).
Sources: Loyalty Barometer 2024 produced by Brevo and Ifop.
🏢 Key figures on the business side: potential that is still under-exploited.
Brevo also carried out an in-depth analysis of 250 loyalty programshighlighting major trends:
- 64% of companies now have a loyalty program. Yet, more than one in three (36%) has not yet implemented one.
For what ? Until now, developing a loyalty program was accompanied by several obstacles: high costs, complex internal management, lack of resources and increasing customization requirements.
Among the existing programs:
- 67% use points prize pools.
- 75% offer financial rewards such as discounts or vouchers.
- 35% have adopted tier systems to reward different levels of engagement.
Despite these initiatives, several obstacles remain: high costs, complex internal management and a lack of personalization of offers.
Sources: 250 customers analyzed – The underside of loyalty programs (Benchmark)
💥 The challenges faced by brands: between consumer expectations and internal constraints.
Studies and feedback highlight four main challenges for brands:
- Simplicity
- Difficult integration into existing systems (CRM, POS, marketing automation).
- Need to acquire specific technical skills.
- The cost
- Current loyalty programs can represent up to 10% of turnovera significant investment.
- Personalization
- Segmentation and personalization of offers remain insufficient to effectively engage the entire customer base.
- Measuring results
- Many programs lack clear metrics to measure ROI, making it difficult to optimize strategies.
🚀 To meet these challenges, our partner Brevo presents its new Loyalty Platform.
In a context where companies seek to maximize retention and engagement customerBrevo is revolutionizing the market with an intuitive and accessible loyalty platform. Designed to meet the needs of businesses, this solution makes it possible to create, manage and optimize loyalty programs without requiring technical skills.
Thanks to its optimized interface, its capabilities of advanced customization and a efficient dashboardthe platform offers businesses a powerful tool to strengthen loyalty of their customers, increase the purchasing frequency and improve customer knowledge. Accessible to all companies, whatever their size or sector, it democratizes the management of loyalty programs with an innovative and pragmatic approach.
Highlights ✅
- Intuitive interface : Easy configuration of prize pool rules, rewards and statuses via a drag-and-drop system.
- Advanced customization : Precise segmentation and automation for scenarios tailored to individual customer needs.
- Real-time analysis : A powerful dashboard to monitor KPIs and continuously optimize loyalty programs.
- Accessibility to all businesses : An offer that is simple to implement, with no technical development required.
💡 Resources: to go further!
The Loyalty Barometer : A detailed study on consumer behavior and their loyalty expectations. Discover here >
250 customers analyzed: The underside of loyalty programs: An exclusive analysis dedicated to the adoption and use of loyalty programs within the most beautiful French companies. Discover here >
