![]() Financial services, specialty retail and airlines still account for the majority of memberships, but the fastest expansion came in restaurants and drugstores: ![]() The census revealed further changes across the loyalty landscape in all verticals. Credit card reward programs still top the retail category with 578 million memberships. Specialty store loyalty memberships, such as Best Buy and The Container Store, have reached 434 million, exceeding airline frequent flyer memberships for the first time, which totaled 356 million. Growth has come from different market segments, or verticals, than previous surveys. In addition to crossing the 3 billion threshold, the number of loyalty program memberships in the average American household increased to 29, up from 22 just two years ago. In other words: loyalty program enrollments are at an all-time high, but consumer engagement in those programs has declined.įirst, the bright side of the 2015 report. However, although membership numbers are up, active program participation is down by 4.5%. consumers hold 3.3 billion memberships in customer loyalty programs, the highest total in the history of the Colloquy Loyalty Census and a 26% increase since the last report in 2013. ![]() ![]() Loyalty marketers can view current industry trends like a weather report: though it’s presently warm and sunny, keep an eye on the clouds gathering on the horizon. ![]()
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