Loyalty Trends: Member Growth and Engagement – Global Loyalty Trends Report 2022

Industry

Catch up on key loyalty insights through our “GLTR 2022 Mini-Series”, where we break down some of the core topics discussed in our full report and emphasize some of the more intricate details.

In the seventh instalment of our series, we are breaking down the most notable loyalty trends from the survey and market research.

More specifically, the various drivers behind member engagement and growth, which top loyalty programs focus on in 2022.

What exactly are these brands doing to boost their member engagement/growth and which activities support these drivers?

What Are The Top Loyalty Programs Doing?

First of all, it’s important that we delve deeper into what exactly is defined as a top (loyalty) program. To break it down into 3 quantifiable aspects, we further analysed what are the fundamentals of a loyalty program.

To put it in one statement:

The goal is to achieve a high active member engagement, provide various quality redemption options and retain high customer spending, whilst ensuring a low member churn.

Top programs have a tendency to focus on 3 main aspects of their loyalty program:

Member Engagement 87% 87%
Member Growth 52% 52%
Member Churn* 42% 42%

How To Drive Acquisition and Engagement?

Your members want to engage with your loyalty program but as we previously explored, it’s a matter of providing the right incentive! Loyalty Programs that have high active member earning tend to have high active member spending.

These programs enable the conversion of loyalty points into other exchangeable assets, such as:

NFTs
Crypto
Partner points
Even miles in some scenarios

Our research indicated that loyalty executives want to focus their 2022 goals on primarily boosting member acquisition as well as engagement but what else are loyalty programs doing to boost their member engagement and growth?

Check out our upcoming post and discover different reward mechanics that can be implemented, to optimize your loyalty program, in the aforementioned ways.

Key Takeaways (TL:DR)

Your members want to engage with your loyalty program but as we previously explored, it’s a matter of providing the right incentive! Loyalty Programs that have high active member earnings tend to have high active member spending.

Brands that displayed healthy active member engagement and low member churn, had a tendency to enable conversion of points and focus their 2022 goals on boosting member acquisition.
Top programs have a tendency to focus on 3 main aspects of their loyalty program:
- (Increasing) Member engagement → 87%
- (Increasing) Member growth → 52%
- (Decreasing) Member churn (# of members leaving the program, subscription or membership) → 42%

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