OnePoll worked with Antavo to investigate the current state of loyalty programs from both a consumer and marketers standpoint. Antavo are a SaaS loyalty technology provider, allowing users to build AI powered loyalty programs, with clients including KFC UK, Flying Tiger Copenhagen, and PepsiCo.
OnePoll were tasked with researching both users of loyalty programs, and marketers working in loyalty / CRM, to build the Antavo 2025 Loyalty Report. We worked with Antavo to ensure that questions were compliant with the MRS code of conduct, and delivered on the aims of the brief.
The research was conducted with an online quantitative method (CAWI).
- For the consumer study, 10,000 loyalty program end users were interviewed across 16 markets, with the fieldwork being conducted in September 2024.
- For the marketers, a hybrid sampling approach was adopted. OnePoll surveyed 2,000 respondents working in Marketing / CRM / Loyalty, which was topped up with 634 respondents from the clients own network (quality checking was performed to ensure there was no cross over in the sample). Respondents came from a mixture of brands, agencies, and vendors. Overall marketers from 75 countries across the globe were reached, with fieldwork conducted between August to October 2024.
OnePoll delivered excel data tables of both individual markets, and merged datasets comparing across all markets within the 2 different samples. Executive summary PowerPoints were also produced to aid client interpretation of the data.
We found that among loyalty program end users, 55% of Gen Z are more likely to join a loyalty program that uses AI. Among the sample of marketers ease of program management was the most important aspect when choosing a solution, and 31% of the marketing budget is allocated to customer loyalty and CRM.
The stats from this research built Antavo’s 2025 Global Customer Loyalty Report, to aid those in the world of CRM understand the current state of the market, with a particular focus on the impact of AI.