In 2021, shoppers belonged to an average of 4.3 loyalty programs. While points-based programs are the most popular type today, data suggests that younger generations crave experiential programs that instill a genuine and authentic connection.
Millennials and Gen Zers value exclusive access to limited products and experiences, nearly two times more than Silents/Baby Boomers when it comes to loyalty programs. They are also more likely to join a fee-based loyalty program. Nearly one-third of Gen Zers report belonging to one, such as Amazon Prime or DoorDash’s DashPass.
Shoppers overall belong to the following types of loyalty programs: