Prizelogic

NEW RESEARCH: 2021 CPG Loyalty Engage Report

PrizeLogic and Loyalty360 surveyed over 2,200 US consumers to gain insights into how CPG loyalty strategies motivate purchase and non-purchase behaviors. The goal was to assist brands in developing program loyalty strategies for driving incremental purchase, first-party data acquisition, member engagement, and advocacy.

CPG Loyalty Programs have proven to be an effective tool for driving sales and motivating other valuable consumer actions. To be successful, CPG brands need to create loyalty strategies that are designed to address their unique industry dynamics such as an indirect relationship with consumers and a low spend per purchase.

 

Key Insights Include:

Participation: 74% of consumers surveyed have enrolled in at least one CPG loyalty program, with Food & Beverages being the most popular category

Why Consumers Become Members: While recommendations and a consumer's relationship with the brand contribute, the incentives offered are by far the biggest reason people sign up for a CPG loyalty programs

Influencing Consumer Behavior: 72% of program participants say their CPG loyalty membership has resulted in incremental purchase

Keeping Members Engaged: Delivering ongoing program news is an effective strategy to keep members engaged with 94% saying "new program rewards" and 84% saying "opportunities to win exciting prizes" are important to keep the program fresh and engaging

 

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