Memberships in loyalty programs grew 15 percent this year to a total of 3.8 billion, according to recently published "2017 Colloquy Loyalty Census Report".
The growth that occurred in 2015When memberships rose to 3.3 billion members, it was a 26 percent growth. Growth has slowed in the United States because it is a maturing market, he said. Melissa freund, author of the published report.
Acquisitions in the grocery sectors are growing strongly, mainly due to cash incentives. The number of members is now 664 million compared to 578 million in 2015.
The retail sector, With 1.6 billion members in a rewards program, I dominate the field. The travel and hospitality sectors followed with 1.1 billion members. One of the most dynamic sectors is the other emerging sector, covered in online-only deals, entertainment, daily deals, point aggregations, and card-connected deals. With 462 million members, this sector accounts for 12 percent of the total members in the market, according to the report.
Emotion is one of the biggest factors across all groups represented by the census, with loyal customers most frequently choosing "I love the brand / the retailer / the service" as their main reason for participating.
Other discoveries were:
- 53 percent of consumers identified ease of use as their main reason for participating in this program.
- 39 percent cited big discounts as their reason.
- 37 percent cited that the program was easy to understand.
- 57 percent said they left the program because it took too long to earn points.
- 51 percent said they trusted this program with their personal information.