Winning a customer is good. Keeping them is better. In every market, customer loyalty is an essential strategic lever.
Why? Because a loyal customer buys more, recommends your brand and costs less to retain than to acquire a new customer.
Loyalty is not just a bonus, it is a growth driver. And to make the right decisions, you need to rely on the right customer loyalty statistics.
Before examining the statistics collected, it is essential to understand what customer loyalty really is.
Loyal customers are above all satisfied customers, of course, but they are not just regular buyers.
They are committed and willing to recommend your brand.
Loyalty is based on several factors: product quality, customer experience, customer service and, of course, loyalty programs.
In short, focusing on customer loyalty means maximising your profitability while limiting your acquisition costs.
And customer loyalty statistics make it possible to measure and optimise this strategic issue in different markets.
.gif)
The figures don't lie; they reveal customer expectations and the best practices to adopt to stay in the race.
Let's take a closer look at why customer loyalty statistics are useful.
Industry data reveals consumer expectations and behaviour in different industries.
By comparing your own retention rate with market averages, you can identify your strengths and areas for improvement.
For example, if the average retention rate in your industry is 60% and yours is stagnating at 40%, it's time to take action.
Market figures allow you to direct your advertising investments according to the strategies that really work.
A high repeat purchase rate in a given sector may mean that promotions or loyalty programs are particularly effective.
Based on these trends, you can adapt your marketing actions to maximise their impact.
Analysing sector-specific loyalty statistics also means identifying the best practices adopted by the most successful brands.
By observing what makes your competitors or those in similar sectors so loyal, you can adjust your customer service, your offer or your loyalty program to improve engagement and satisfaction.
To really understand the impact of customer loyalty, nothing beats a well-crafted market study.
Our report provides an in-depth analysis of the major sectoral trends: purchasing behaviour, strategies that perform, levels of engagement by sector... it covers everything.
A gold mine for adjusting your strategy based on concrete market data.
👉 Read the statistical study on the loyalty of the French in 2025
61% of consumers consider price to be a determining factor in a first purchase.
Unsurprisingly, French consumers are particularly sensitive to attractive offers and discounts.
But attitudes are changing.
The study shows a significant increase in brand values, which are up 7 points compared to 2024.
More and more consumers are favouring companies with clear commitments to ethics, sustainability or transparency.
Another striking trend is the impact of word of mouth.
Recommendations from friends and family now have a greater influence on purchasing decisions, with an increase of 4 points compared to the previous year.
Trust and social connections are becoming essential drivers in the customer journey.
While price plays a key role in convincing a first-time buyer, the customer experience becomes the real lever for building loyalty.
Once the first order has been placed, other criteria take over as incentives for repeat purchases.
It is quite clear now that while price plays a key role in triggering a first purchase, it is the customer experience that takes over to create the desire to return.
Once the first order has been placed, other criteria really weigh in the balance of a repeat purchase.
Consumers attach increasing importance to:
This trend confirms that loyalty is not based solely on price, but on an overall experience combining practicality, recognition and personalisation.
Brands that excel in these areas maximise their chances of turning a one-off buyer into a loyal customer.
Not all sectors enjoy the same level of customer loyalty, and the statistics prove it.
Some have higher retention rates than others, and this is what we are going to look at in detail.
Food and ready-to-wear are the categories with the highest levels of loyalty, with 43% and 57% of favourable responses respectively.
This makes sense! These are recurring purchases and are part of the French consumer habits.
Once a customer finds a brand or a shop that suits them, there is little reason to change, especially if the quality and service are good.
In the wellness sector, loyalty is also favourable.
The skincare, health and makeup sectors show significant brand loyalty, i.e. around 30% of respondents would be willing to be loyal to brands in these sectors.
Here, consumers are looking for a relationship of trust, particularly through the composition of the products and proven long-term effectiveness.
Statistics from other sectors show more specific loyalty, linked to the specific needs of consumers.
This is the case in early childhood or sport, where customer commitment is more variable.
These markets meet specific expectations, but without generating a purchasing habit as regular as food or fashion.
For these industries, the challenge is therefore to extend the customer relationship beyond the initial need.
Offering a personalised service, tailored support or exclusive loyalty benefits can make all the difference in transforming a one-off purchase into a long-lasting habit.
As we have already mentioned, customer loyalty is not just about repeat purchases, that's a fact.
It is also expressed through spontaneous actions that demonstrate a strong attachment to a brand.
Loyal consumers are, above all, ambassadors. 54% are willing to recommend a brand to those around them and 59% to leave a positive review.
These simple and accessible actions allow customers to express their satisfaction while influencing future buyers.
Loyalty is also about price.
One of the major lessons of the study is the significant increase in the number of consumers willing to pay more for a brand they appreciate: +8 points compared to 2024.
This reflects a change in expectations: beyond price, consumers are looking for an authentic relationship with brands.
They value those that uphold clear commitments, offer a differentiating experience and create a strong bond with their community.
Brands that know how to cultivate this connection therefore enjoy a much deeper loyalty than a simple rewards program.
They become a reference in the minds of consumers, able to justify a higher price thanks to the perceived value of their products and services.
Let's face it, loyalty programs and rewards are real drivers of engagement.
By offering concrete motivation, they push customers to take action, especially on social media where every interaction counts.
27% of consumers are willing to interact with a brand on social media in exchange for rewards.
Rewards therefore help to activate a community and boost engagement in concrete actions.
They transform a satisfied customer into an active customer, contributing to the reputation and influence of a brand.
But they are no substitute for natural attachment.
While incentives boost certain interactions, they are not enough to create lasting loyalty.
Spontaneous recommendations, which reflect a genuine attachment to a brand, lose some of their impact when consumers are motivated by something in return.
This means that brands must find a balance between incentive rewards and organic loyalty.
The ideal? Combining well-thought-out incentives with a quality customer experience and an authentic relationship with their audience.
It is this combination that builds a loyal and committed community for the long term.
Consumers favour concrete and immediate benefits that strengthen their commitment to a brand.
The statistics confirm this with a marked increase in the most popular rewards.
Vouchers remain in the lead, gaining 5 points compared to 2024.
Offering a direct discount on a future purchase is a sure-fire way to stimulate loyalty.
Free products are growing strongly (+8 points), proving that consumers appreciate tangible rewards that value their attachment to a brand.
Point multipliers, although abstract, retain a solid following: nearly 1/5 of respondents find this type of reward attractive.
These figures show that the more a reward is perceived as directly beneficial, the more it impacts loyalty.
Offering simple, accessible benefits that are well positioned in the customer experience remains the best strategy for maintaining long-term engagement.
Email remains the preferred channel for French consumers, both for receiving offers (76%) and for contacting and interacting with a brand (75%).
It is appreciated for its practicality and non-intrusive nature, allowing customers to check messages at their own pace.
Behind it, SMS and WhatsApp are gaining ground.
Their success is based on short and direct messages, perfectly suited to instant communication.
WhatsApp, in particular, is gaining ground with its increasing use by brands for customer service and personalised interactions.
👉 Try these 10 effective SMS and WhatsApp templates.
But the choice of channel also depends on the context.
When consumers take the initiative to contact the brand themselves, Messenger or phone calls are more accepted than the brand contacting them on these channels.
These differences underline the importance of an omnichannel strategy: email and SMS for information, WhatsApp and Messenger for interaction, calls for assistance.
A well-calibrated approach strengthens customer relationships and promotes loyalty.
Consult the statistical data directly in the study to find out how often to use them.
Only 18% of consumers say they are not enrolled in a loyalty program.
That's a very small share, isn't it?
A figure that serves as a reminder that membership alone does not guarantee long-term commitment!
The challenge is to get the consumer to be active, and for that to happen, the program must be attractive and provide real value.
A poorly designed or overly complex system risks causing them to drop out quickly.
The key factors that maintain engagement:
The challenge is therefore to transform membership into a lasting commitment, where the customer perceives a real relationship of trust and recognition with the brand.
Referral programs are a powerful lever for loyalty and acquisition.
They encourage customers to actively recommend a brand, combining financial incentive and social engagement.
61% of consumers say that personal gain is their primary motivation for recommending a brand.
Vouchers, discounts or exclusive benefits reinforce their desire to share a referral code.
This observation is in line with an already observed trend: immediate rewards are the most effective at stimulating engagement, both in loyalty programs and in referrals.
But financial incentives are not everything.
45% of those surveyed also appreciate the fact of giving good advice to their friends and family.
This figure highlights an often underestimated aspect: referrals also rely on trust and the pleasure of sharing a good experience.
Pssst... You might find this interesting!
Want to see more customer loyalty stats ? Check out the answers of +1000 French customers !
Key customer loyalty figures are not just informative: they are a strategic lever.
By analysing them, brands can refine their approach to meet consumer expectations and optimise their loyalty programs.
Statistics show that communication preferences vary depending on the context.
Email is still the preferred method for offers and information, while WhatsApp and SMS are gaining popularity for more direct interactions.
Betting on an omnichannel strategy means ensuring that you are present on the right channels at the right time.
Consumers also expect rewards that have real perceived value. Vouchers and free products are the most popular, but preferences vary according to profile.
An effective program must be flexible: offering benefits tailored to purchasing habits and segmenting offers increases engagement and satisfaction.
👉 Want to see an overview of your market ? Check out this article
Building loyalty is not just about ticking the ‘reward’ box. It's about offering benefits that customers will really use and appreciate.
The statistics speak for themselves: loyalty is also built on a smooth experience, attentive customer service, fast delivery... and values that resonate.
The brands that come out on top are those that know how to listen to the market.
By relying on the best practices revealed by the statistics, they build tailor-made strategies, boost their retention... and get a real head start.
Find out how to boost your customer loyalty with our loyalty programs Loyoly
Loyoly is a loyalty and referral platform combined with UGCs, which helps to engage customers in 40+ ways to increase LTV and social proof, while reducing CAC.
.webp)
