New ITA Group Research Reveals Emotional Connection Multiplies Customer Loyalty Program Impact by 8x

Comprehensive study uncovers the formula for transforming loyalty into advocacy

WEST DES MOINES, Iowa--(BUSINESS WIRE)--ITA Group’s new study shows that emotional connection can drive up to eight times more visits and sales from customers. The study, which analyzed loyalty programs from industry leaders including Wells Fargo, T-Mobile, Love's, Starbucks, Chick-fil-A, Disney+, The Home Depot and Sephora, quantifies the impact of emotional connection on loyalty programs. It demonstrates that emotional connection is no longer a "nice to have" feature; it's a critical multiplier for loyalty program success.

"Brands have reached an inflection point with customer loyalty programs," said Chris Jones, Senior Vice President of Engagement Solutions at ITA Group. "Too often, companies reward transactions while overlooking the emotional connections that truly drive growth and measurable business impact. This research transforms customer sentiment into proven, quantifiable outcomes that brands can integrate into their loyalty strategies.”

Key study findings include:

• Emotionally connected customers are four times more engaged: Customers who are emotionally connected to brands are, on average, four times more likely to visit and four times more likely to spend.
• Emotional connection amplifies business results: Earlier research from ITA Group found that when customers experience clear value and ease in a program, they are six times more likely to visit, spend and create wallet share. The latest study shows that emotional connection can increase that impact, driving up to eight times more visits and sales.
• A new formula for emotional connection: Loyalty programs that foster motivation and enthusiasm while ensuring customers feel genuinely appreciated can elevate loyalty into brand advocacy.

The research also identifies specific barriers and drivers of emotional connection, providing brands with actionable insights to transform their loyalty program strategies.

The full study findings were published on November 11, 2025. For more information, download the complete research report.