19 Customer Loyalty Statistics Every Brand Should Know in 2025

Purchasing Behavior

In terms of how customers buy products, we found the following trends:

•  More than 60% of consumers in 2024 were willing to pay more to shop with brands they are loyal to.
•  60% of customers are most likely to switch brands due to cost considerations.
•  18% of consumers signed up for a subscription to show their loyalty.
•  68% of consumers frequently buy from the same brand but don’t actually feel loyal.
•  32% of consumers are more likely, 8% are less likely, and 52% see no change in their engagement with brand loyalty programs compared to last year.

As you can see in the numbers that while customers may make repeat purchases, their loyalty is fragile and often influenced by price or convenience. Genuine loyalty requires emotional and ethical connection, not just habit.

To make the most of this:

•  Introduce a tiered loyalty system where customers unlock higher discounts and exclusive products as they spend more.
•  Send personalized discount codes based on past purchases to encourage repeat orders.
•  Launch subscription boxes or auto-replenishment options for popular products to build long-term loyalty.

Types of Loyalty

According to a study by SAP Emarsys, five types of customer loyalty exist: incentivized, inherited, silent, ethical, and true loyalty.

Studies show that over the last couple of years, true loyalty and ethical loyalty increased by 26% and 25%, respectively.

This shows that consumers are increasingly motivated by brand values, not just rewards or convenience. Companies that align with customers’ values gain stronger, longer-lasting relationships.

To stay aligned with your customer values:

• Regularly showcase your brand’s sustainable and ethical practices on product pages and email campaigns.
• Partner with relevant social causes and donate a percentage of online sales to resonate with customers’ values.
• Create online communities or forums where customers can share reviews, tips, and experiences with your products.

Loyalty across industries

Let’s explore how loyal customers are across different industries:

• Technology & Electronics held the highest consumer loyalty at 54% in 2024, followed by Clothing & Fashion at 40%.
• Global luxury shoppers were 35% more likely to show true loyalty to a brand, making them among the most devoted customers.
• 60% of luxury shoppers said a drop in product quality would reduce their loyalty, and a single poor customer service experience is 24% more likely to affect their loyalty compared to non-luxury brands.

Different industries and customer segments show varying levels of loyalty. Luxury consumers demonstrate high expectations for quality and service, while other sectors must balance convenience, price, and brand experience to maintain loyalty.

To improve loyalty in your industry, you can:

• Offer personalized product recommendations for different customer segments using browsing and purchase history.
•  Introduce early access or exclusive online product launches for high-value or repeat customers.
• Monitor ecommerce trends in your category and adjust promotions, bundles, or loyalty perks accordingly.

Factors driving loyalty

Here are the key factors that influence why customers stay loyal to certain brands.

• High-quality products and memorable experiences emerged as key positive factors driving customer loyalty.
• Irresponsible data usage, false advertising, and limited human interaction reduce loyalty.

•  22% of consumers are more loyal to brands committed to sustainability.
•  77% of consumers say data privacy and policy are important to stay loyal to their favorite brand, with 72% of Gen Z, 77% of Millennials, 79% of Gen X, and 81% of Boomers agreeing in a multiple-choice question

Customers reward brands that deliver quality, integrity, and responsible practices. Conversely, failing to meet ethical or service expectations can quickly erode loyalty.

To make the most of this:

• Maintain consistent product quality and provide detailed product descriptions and images to set clear expectations.
• Offer live chat support and fast, responsive customer service for online shoppers.
•  Clearly communicate return policies, shipping timelines, and privacy protections on every purchase page.

Loyalty programs and technology

• 28% of consumers have increased their use of loyalty programs last year. This represents a 40% increase from 2023.
•  Consumers who have their favorite brands’ apps on their phones are 18% more likely to feel strong loyalty toward those brands compared to non-app users.
•  69% of consumers use apps more often due to rewards and incentives, 45% are influenced by personalized messages, and 39% are more likely to use an app after a referral from a friend.
• Consumers’ preferred communication channels for loyalty messages were Email (69%), SMS/MMS (53%)

As you can see, digital tools and loyalty programs are essential for engagement. They allow brands to provide timely rewards, personalized communication, and convenient access, strengthening the overall loyalty experience.

To make the most of this:

• Develop a mobile app or enhance existing digital platforms to support loyalty.
• Send targeted push notifications or emails about new rewards, personalized offers, or restocked products.
• Encourage customers to share their purchases or reviews on social media by offering small online incentives

Retaining customers trust

Even loyal customers may drift if expectations aren’t met. Here’s a look at consumer behavior in terms of brand switching:

• 34% of consumers say they have switched away from or become less loyal to a brand they previously liked in the past year.

• 69% of consumers believe a brand could take actions to win them back or increase their loyalty.

• 56% of consumers say brands could win them back or increase their loyalty by offering attractive discounts and coupon codes

To make the most of this:

•  Identify inactive customers and send personalized win-back emails with limited-time discounts or free shipping offers.

• Collect feedback through post-purchase surveys to understand pain points and improve the online shopping experience.
•  Offer an apology when orders are delayed or issues arise to rebuild trust.

Final thoughts

Now that we have explored key customer loyalty statistics, it’s time to apply these insights to engage your shoppers, build stronger relationships, and retain their trust. While the data provides a helpful benchmark, the most successful strategies come from continuously testing, learning, and refining your approach.

You can start by analyzing your current customer behavior and segmenting your audience based on loyalty patterns, purchase frequency, and engagement. From there, implement targeted campaigns, personalized offers, and proactive communication to strengthen trust and encourage repeat purchases.

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