About Our Research

In 2016, rDialogue published a white paper about the evolving position of Loyalty 3.0, which called for a fundamental shift in what loyalty marketing should stand for: brands paying attention to customers and acting accordingly.

This year, we set out to conduct a proprietary research study and asked ourselves – what haven’t we seen in the market today that can help inform and validate our point of view on Loyalty 3.0? This research study begins to demonstrate that leading brands like Amazon are not only improving customer experiences, but are fundamentally changing consumer expectations for the better.


Our customer loyalty survey was conducted in March 2017 and included a panel of 659 North American consumers aged 18 and older, designed to reflect the US population. In this study, we explored five key areas:

  1. Brand loyalty
  2. Programmatic loyalty
  3. Retail brands and their programs
  4. Consumer perceptions around data and personalization
  5. Adoption and usage of mobile payments