Understanding the Mexican Consumer: New Research Unveils the Keys to Loyalty
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What truly drives brand devotion in one of Latin America’s most vibrant markets? In a world where consumer behavior is shifting faster than ever, data-driven intelligence is the only way to stay ahead.
The Wise Marketer Group (WMG), in partnership with Comarch, has officially released the Wiser Research Mexico Customer Loyalty Insights Collection. This comprehensive three-publication bundle offers a deep dive into the preferences, habits, and "Pay-to-Play" trends of 2,039 Mexican consumers.
The "Loyalty Paradox" and Key Findings
Mexico is one of the most dynamic loyalty markets in Latin America. High program participation, strong brand engagement, and growing paid membership models make it an attractive environment for brands looking to deepen customer relationships.
The research, which also draws from insights shared by 50 industry leaders at the 2025 Wiser Forum™ in Mexico City, reveals a fascinating landscape:
- High Participation, Low Retention: While 91% of respondents are active in at least one loyalty program, 82% are willing to switch brands for the right incentive.
- The Paradox: There is a notable gap between what consumers say about loyalty and their actual behavior.
- Motivational Archetypes: The study categorizes Mexican consumers into four distinct groups: Monetary, Habit, Status, and Reciprocity.
Mexico represents one of Latin America’s most sophisticated and dynamic loyalty markets... we’ve created an essential resource for brands looking to build or optimize their loyalty initiatives" , Aaron Dauphinee, CMO at Wise Marketer Group.
What’s Inside the Collection?
The research is divided into three essential briefs designed for actionable strategy:
- Customer Loyalty Insights Report: Identifies top-performing programs and core market dynamics.
- Purchase Categories Brief: Examines behavior shifts across industries—from grocery and pharmacy to airlines and automotive.
- Pay-to-Play Brief: Explores the rise of fee-based and subscription models.
Wiser Research Mexico Customer Loyalty Insights Collection
The Rise of Paid Memberships
The data shows that retail is the natural home for paid loyalty in Mexico. Amazon Prime is the most recognized paid program (48% adoption), while retail clubs like Costco and Sam’s Club have achieved broad cultural normalization.
A Strategic Hub for Innovation
According to Luiz Paveloski, Business Director for Latin America at Comarch, the nuances of the Mexican market are critical for global brands to understand:
Mexican consumers are highly receptive to loyalty programs—both free and paid—but their expectations around value, transparency, and category-specific benefits are sophisticated and demanding."
Get Access to the Research
The full Wiser Research Mexico Customer Loyalty Insights Collection is now available. Whether you are looking to enter the market or optimize an existing program, these insights provide the depth and rigor needed for success.
