57% of consumers remained loyal to a brand during chaotic 2020, study finds

Eighty-one percent of consumers said they want to form a relationship with brands, a sign of their willingness to participate in loyalty programs, marketing firm Merkle found in a new survey shared with Marketing Dive. Discounts are the most popular loyalty reward, with 70% of consumers preferring these offers over free products (65%), free samples (51%), free services (48%) and a chance to win prizes (28%), the survey found.