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Surprising Facts About Customer Loyalty Marketing [Infographic]

by Verónica Jarski  |  
August 6, 2013

Is your company more focused on acquiring new customers or nurturing existing ones?

Though 63% of marketers consider customer acquisition to be the most important advertising goal, successful companies know that engaging their loyal customers is critical to their bottom line.

Recently, FiveStars performed an analysis of 14 million store visits from more than 1 million customers, as well as the results of loyalty programs from over 2,000 businesses. The study found that loyal customers (those who visited stores at least 10 times) account for about 20% of the company's customers.

Businesses, however, shouldn't scoff at the deceptively low percentage. That 20% drives 80% of your business's total revenue and 72% of total visits to your business.

According to FiveStars, "depending on the vertical, loyal customers can account for up to 84% of total visits." Best of all, loyal customers spend 10 times more than new ones.

Other reasons for focusing on loyal customers:

  • VIP and loyalty program members are 70% more likely to spread the word about your business.
  • 65% want stores they want to frequent to email them coupons and promotions.
  • The probability of making an additional sale or upselling to loyal customers is 60-70%.

Compared with loyal customers, new ones are more price-conscious. The chances of getting a sale from a new person is 5 to 20%. And actual sales from promotions sent to them is less than 1%.

For more about the importance of loyal customers, comparisons with new customers, and three reasons why a loyalty program should be part of your business, check out the following infographic by FiveStars.

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Veronica Jarski is the Opinions editor and a senior writer at MarketingProfs. She can be reached at

Twitter: @Veronica_Jarski

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  • by Ashton Steele Tue Aug 6, 2013 via web

    Great insights and fun infographic design. Those numbers are staggering. Loyal customers spend 10 times more! That's definitely a wake up call to stop focusing on your number of fans and start focusing on the quality of engagement. Thanks for sharing! I also enjoy how the loyal customer is portrayed as a hipster :)

  • by Gracious Store Tue Aug 6, 2013 via web

    It is important that brands be loyal to their customers by doing everything within their means to retain and sustain their patronage. It is also very important to get new ones into the rank and file of valued customers

  • by Swapnil Thu Aug 8, 2013 via web

    An amazing article with great insight about the Loyal customers. But Loyal customers are or were always the 1st buyers.. and if we dont add new customers how will we increase our base of Loyal customers???...

  • by Dan McDonald Tue Nov 18, 2014 via web

    Nice article and love the infographic! I couldn't agree more on the importance of keeping and marketing to your loyal customer base. Too many people spend too much money trying to get new customers and take their loyal customers for granted. Customers do want and really appreciate little rewards you send their way as well.

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