See where customer loyalty is headed in 2027.
160+ brand marketers told Loyalty360 where they're investing, what's slowing them down and how they're proving ROI. The 2026 State of Customer Loyalty puts it all in one report, sponsored by Baesman.
Research by Loyalty360, the association for customer loyalty
Get your free copy
Instant access. 38 pages of fresh data.
We respect your inbox. No spam, ever.
A few numbers from the report
of brands plan to update, enhance or rebuild their loyalty program in the next 12 months
are most interested in enhanced personalization for the coming year
say technology integration is their biggest loyalty challenge
say their loyalty program is driving customer value
Source: Loyalty360 Brand Marketer Research, 2026 State of Customer Loyalty (160+ brand marketer respondents)
The data behind your next loyalty move.
Loyalty isn't measured in points and redemptions anymore. It's measured in growth, retention and enterprise value. This report shows how the brands doing it well are getting there.
Download the reportWhere brands are investing
Why budgets are holding steady or growing, and which program upgrades are at the top of the list.
Personalization, AI and digital
How brands are using AI for content, segmentation and offers, and where personalization is paying off.
What's getting in the way
Tech integrations, platform limits, staffing and budget. The barriers brands name most, ranked.
Proving loyalty's value
How leaders tie loyalty to customer growth, spend and engagement, plus what it all means for 2027.
“Loyalty done well isn't a program, it's a discipline, one that rewards brands who invest in it patiently, measure it honestly, and evolve it continually.”Kim Welther, Vice President, CRM & Loyalty, Baesman
Built for the people who own loyalty.
If you're planning next year's program, making the case to leadership or trying to get more from your customer data, this one's for you.
Plan 2027 with real data, not guesswork.
Free to download. Takes 30 seconds.