U.S. Loyalty Program Spending Rises as Consumer Satisfaction Lags
Businesses are boosting loyalty program investment, but a new arrivia study finds only 32% of consumers say rewards consistently exceed expectations.
U.S. businesses are ramping up spending on loyalty programs even as a significant gap persists between consumer expectations and actual rewards program performance, according to new research from arrivia released Monday.
The study found that 90% of consumers expect to remain loyal to their preferred brand or organization, a signal that companies retain a strong foundation of goodwill to build upon. However, just 32% of those same consumers report that their loyalty program consistently exceeds expectations — a disconnect that suggests investment alone may not be closing the satisfaction gap.
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The findings point to a structural challenge for brands: retaining customers in principle does not necessarily translate into delivering the kind of rewards experience that deepens engagement or drives incremental spending. Analysts note that as loyalty program competition intensifies across retail, travel, and financial services sectors, the bar for what constitutes a compelling reward continues to rise.
Arrivia, a loyalty commerce platform headquartered in Scottsdale, Arizona, conducted the research as companies prepare budget allocations heading into 2027. The data suggests that simply increasing financial commitment to loyalty initiatives may yield limited returns unless paired with meaningful improvements to program design and personalization.
For consumers, the message appears straightforward: they are willing to stay loyal, but they expect more in return. Continue reading at All Financial Services & Investing.
