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Marketing Matters 

Loyalty Reaches Critical Mass Despite Sub-Par GDP Growth 

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Published 4/17/2009 

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Summary

While overall U.S. loyalty program memberships increased over the last two years despite sub-par GDP growth, membership activity rates still remains one of the worst-kept dirty secrets in the industry.

According to the recently released 2009 COLLOQUY Loyalty Marketing Census, U.S. loyalty program memberships increased at an adjusted growth rate of 24.73 percent when compared to the 2007 Census.  The 1.807 billion memberships in U.S. loyalty-marketing programs translates into an average of 14.1 program memberships per U.S. household, up from 12 memberships in the 2007 Census.  Since COLLOQUY’s first Sizing Study in 2000, the loyalty-marketing industry has almost doubled in size, for a compound annual growth rate of more than 10.7 percent. 

 

 

 

Are you using loyalty programs to drive customer engagement and retention?  What is working and what isn't?  Share your comments here.


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