What does customer loyalty look like in 2026? How are leading brands adapting their strategies to meet rising customer expectations, leverage AI, strengthen personalization, and demonstrate measurable business impact?
Loyalty360's 2026 State of Customer Loyalty Report, sponsored by Baesman, provides an in-depth look at the trends shaping today's customer loyalty landscape. Based on responses from more than 160 brand marketers, the report explores how organizations are evolving their customer loyalty strategies, investing in new technologies, overcoming operational challenges, and positioning loyalty as a long-term business capability.
More than a collection of survey results, this report includes analysis, year-over-year comparisons, and practical insights to help loyalty, marketing, and customer experience leaders benchmark their programs and plan for the future.
In This Report
- Executive summary and key industry findings
- How brands are modernizing their loyalty programs
- The growing impact of personalization, AI, and digital experiences
- Technology, organizational, and measurement challenges
- Customer loyalty investment trends and executive support
- Business outcomes and performance benchmarks
- Key takeaways and strategic recommendations for loyalty leaders planning for 2027
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