MediaBuyerPlanner: The active number of participants in loyalty programs hovers at just under 40 percent, according to a new report from loyalty marketing consultancy Colloquy.
Participation in loyalty programs has reached 1.3 billion, with the average U.S. household belonging to 12, the report found. But only 4.7 of those programs yield active participation, writes DM News.
Colloquy’s first Loyalty Census is based on an analysis of business sectors such as airlines, financial services, hotel, restaurant, gaming, grocery, retail fuel, specialty retail, drug and discount stores, department stores and the internet.
Just four of those sectors – airline, financial services, grocery and specialty retail – account for 57 percent of total loyalty program membership. Financial services loyalty programs have grown 164 percent since 2000. Frequent flyer membership has experienced moderate growth compared to others.
The report predicts that gaming companies, with their strong profits, will be the ones to enact the best loyalty practices in coming years.
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