What keeps subscribers loyal?
Subscriber loyalty is a fragile asset, earned and re-earned every month by consistently delivering on the core promises of value and quality. When consumers who plan to keep their services were asked for their reasoning, the top answers were overwhelmingly practical: good value for money (58%) and high-quality service (54%).
of subscribers report having access to loyalty benefits
Despite their importance, loyalty programs appear to be an underutilized retention tool. Brands can create differentiation and foster deeper relationships by building rewards programs that offer high value for their long-term subscribers. When asked what they want from such programs, users are clear: they want “discounts and special offers.” This is across almost all verticals, however, secondary benefits often vary by category, highlighting the need for a tailored approach.
Top two most desired loyalty benefits by vertical
You should always be looking to boost the value of your subscription to subscribers whether through products, features, or loyalty programs. Brands can and should implement loyalty programs focused on tangible rewards. Given that so few merchants offer these benefits, a well-executed program centered on exclusive access and special discounts can be a powerful differentiator that strengthens customer bonds.
“...We are continuing to layer on lots of different perks so that, even if you didn’t like all the products in your box, you’re still getting so much value from the overall membership.”
— Katie Rosen Kitchens, Co-Founder, FabFitFun
sales@recurly.com
+1.844.732.8759
recurly.com
©2025 Recurly, Inc. All rights reserved