2026年移动客户忠诚度报告_36页_6mb

Mobile Customer Loyalty Report 2026 Summary

Core Content

This report explores the disconnect between brand ambitions and customer expectations in mobile loyalty programs. It highlights that while brands are investing heavily in personalisation, gamification, and CRM, customers, especially Gen Z, are more focused on value, ease of use, and simplicity. The findings reveal a significant gap in understanding what drives loyalty and how to effectively deliver it through mobile platforms.

Main Findings

1. Loyalty is About Value, Not Just Personalisation

• 34% of consumers cite exclusive pricing as the #1 factor that makes them loyal to a brand.
• Only 13% of consumers rank personalisation as a key loyalty driver, despite it being the #1 priority for most brands.
• 78% of brands want to enhance personalisation, but only 11% feel they have it fully aligned with their loyalty programs.
• Price is the most cited loyalty driver, but price-driven loyalty is fragile. Customers may leave if a competitor offers a better deal.

2. App Fatigue is Real, but Opportunities Exist

• Only 9% of consumers open loyalty apps due to push notifications, which are a major source of frustration.
• 47% of consumers open apps before shopping, indicating that the pre-shop moment is the most important for engagement.
• Gen Z is particularly sensitive to app fatigue and values genuine value exchange and relevance over complexity.

3. Retail Apps Dominate Loyalty App Rankings

• The top 10 loyalty apps in Europe are dominated by grocery and retail brands.
• These brands benefit from high customer frequency, making every visit an opportunity for engagement.
• Travel, financial services, utilities, and healthcare apps are underrepresented in consumer loyalty app rankings.

4. Mobile Experience is Key for All Customers

• Ease of experience is the second most important loyalty driver, yet it receives little strategic attention from brands.
• Friction in the user experience is a major reason for app abandonment, especially for infrequent users.
• 46% of consumers do not download loyalty apps due to infrequent shopping, highlighting the need for frictionless experiences that justify the download.

5. Gen Z and Loyalty: A Unique Challenge

• Only 18% of Gen Z say loyalty programs are a reason they stay with a brand.
• Gen Z values trust, consistency, and genuine value, not just discounts or gamification.
• They are disengaged from loyalty programs that don't align with their expectations, often due to lack of relevance or poor onboarding.

Key Recommendations

• Lead with clear value exchange and ensure that customers see the benefit of using the app.
• Fix CRM gaps before scaling personalisation, as poor alignment between CRM and loyalty programs leads to irrelevant offers and frustrated users.
• Design for pull, not push. Use push notifications strategically, only when they provide real value and are timely.
• Prioritise ease of use and frictionless experiences to retain customers, especially those who shop infrequently.
• Address data privacy concerns, particularly among older consumers, by being transparent in onboarding and communications.
• Build loyalty experiences that reflect customer values, such as Decathlon’s focus on active lifestyles, to create authentic engagement.

Opportunities for Brands

• Mobile loyalty can be a game-changer if designed with customer-centric insights.
• Personalisation should be the engine, not the product. It should enhance the experience, not overshadow it.
• Omni-Apps that integrate multiple brand propositions can unlock a proprietary brand economy.
• Brands should audit their mobile experiences and focus on improving the foundations before adding complex features.

Conclusion

The report underscores that loyalty is not about building more features, but about understanding what customers truly value. Brands that focus on clear value, ease of use, and meaningful personalisation will be more likely to retain customers and drive long-term engagement. As the mobile landscape evolves, the ability to deliver a seamless, relevant, and authentic experience will become the defining factor in loyalty success.