RetailCRM and YooKassa conducted a study on consumer loyalty programs and personalization. Data shows that 76% of customers view personal offers positively, with 33% shopping more frequently due to them. However, 46% of consumers are discouraged by a lack of tangible benefits, while 34% dislike the separation of online and offline privileges.
Currently, 27% of companies incorporate personalization into their loyalty programs, with 93% relying on basic trigger mechanics. Large businesses utilize these tools nearly twice as often as micro-enterprises. Bonus models dominate the market, accounting for 81% of all loyalty programs, compared to 19% for discount-based models.
Loyalty programs drive significant growth, with the number of orders using these tools increasing by 38% in 2024 and 36% in 2025. Despite this, only about 20% of companies offer omnichannel loyalty programs. Customers prioritize cashback at 86%, points at 63%, and personal discounts at 43%.
Payment flexibility is a critical factor for 75% of shoppers. Research indicates that 70% of users have abandoned a purchase due to a lack of preferred payment methods, such as cards, SBP, or installment plans. Experts emphasize that integrating seamless payment scenarios is essential for maximizing the effectiveness of loyalty programs.
