Signal 65% say loyalty programmes influence their switching decisions

Summary

Capgemini finds that 65 percent of consumers say loyalty programmes influence their decisions to switch brands or retailers. The report therefore treats loyalty programmes as a key lever for keeping customers. It adds that consumers increasingly expect personalized experiences and eco-conscious incentives. Willingness to engage rises when programmes reward refills, low-waste delivery, and responsible returns. The report urges brands to move from transactional loyalty toward purpose-driven engagement, for example by gamifying sustainability and linking repair, resale, and trade-in to loyalty tiers.