REPORT: The State of Brand Loyalty 2021 – Global Consumer Survey

“Brand loyalty is dead” seems to be a commonly accepted truth in the eCommerce industry these days…

Articles from the past several years are rife with writers lamenting the “decay of customer loyalty,”  as well as studies claiming record-low numbers of brand loyal consumers.

Many “commonly accepted truths” about the retail industry, however, were thrown into question with the onset of COVID-19. Back in March 2020, we polled 2,000 consumers to see the effects of the pandemic on consumer shopping habits. We found that even just a few weeks into our new normal, shopper behavior was already beginning to evolve. 

Our latest study of 3,800 respondents across four different demographics (Gen Z, Millennials, Gen X, and Baby Boomers) and three different geographies (US, UK, and Australia) reveals among the many changes in shopper behavior due to COVID-19, consumer loyalty has actually gone up year-over-year from 2019 to 2020. 

Read on to discover:

  • Just how much loyalty rates have gone up from 2019 to 2020
  • What today’s shoppers are willing to do for a brand they’re loyal to
  • The specific rewards consumers want and expect from a loyalty program
  • What your brand can do to take advantage of this massive upsurge in customer loyalty


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