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 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.
Shoppers overall belong to the following types of loyalty programs: