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Customer loyalty statistics you need to know for 2021

Customer loyalty statistics you need to know for 2021 Headshot

By Camilla Bass, Content Marketing Manager

Customer loyalty statistics you need to know for 2021 - featured image

We know that building a loyal base of customers doesn't happen through guesswork and that there's no way to know what would win your customers' loyalty without asking them or conducting rigorous, time-consuming tests (unless you're psychic).

But with the pandemic squeezing budgets and changing how people shop, retaining loyal customers and getting up-to-date consumer insights has never been more important. 

To equip you with the most recent data, we worked with Censuswide and polled 2000 nationally representative consumers in the UK to identify what today's shoppers want to see from retailers and brands in return for their loyalty.

We’ve organized our findings into the three Cs of customer loyalty: convenience, communications and customer incentives. Read on for a sneak peak into the stats and insights covered in the loyalty report.

Download the report for free to access the full range of stats and insights. 


When it comes to their experience online, consumers demand convenience and are unforgiving when it comes to frustrating online experiences. Over 1 in 3 consumers (38%) would consider not purchasing if the online store is difficult to navigate and makes it hard to find the products they’re looking for. Make sure your store’s navigation is intuitive, starting with your navigation bar. Consumers also want to find their dream products easily. Nearly a third of loyal customers aged 16-24 (29%) want online retailers to make it easy for them to discover more products they might like. Try using personalized product recommendations so shoppers can find the products that will resonate with them easily.  


As far as communications are concerned, consumers - particularly Baby Boomers - want to take the reins. Almost 1 in 2 baby boomers (48%) want control over the type and frequency of marketing emails they receive.

The importance of a good triggered email program is also clear, with 1 in 4 shoppers expressing a desire for back-in-stock and price drop alerts, as well as personalized post-purchase guides and replenishment emails. 

Customer incentives

Like all good relationships, retaining your customers is a two-way street and they expect something in return for their loyalty. When it comes to incentives, loyal customers want to be in the know before other shoppers. Almost 1 in 3 loyal customers (29%) want early access to sales or limited editions, so consider using segmentation to send your repeat customers exclusive offers and advance notifications of sales.

Download the Fresh Relevance Loyalty Report now to make sure you’re giving shoppers what they want and not unwittingly sending them into the arms of your competitors.

Customer loyalty statistics you need to know for 2021 Headshot

By Camilla Bass

Content Marketing Manager

As Content Marketing Manager at Fresh Relevance, Camilla manages, writes and edits user-centered content that helps marketers in the eCommerce and travel spaces get their jobs done.