Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Six Surprising Facts About Loyalty Programs

by Scott Robinson  |  
August 5, 2016

Is your loyalty program keeping up with consumer expectations?

For many brands, the answer is no. Even when acquisition numbers climb, there's no guarantee your new members will remain engaged in your program.

In the largest study of its kind, Bond Brand Loyalty collaborated with Visa to capture responses from roughly 19,000 North American consumers for its 2016 Bond Loyalty Report.

Here are six findings that may surprise you.

1. Enrollment in loyalty programs does not equal engagement

In 2016, consumers are enrolled in an average of 13.4 memberships and active in 6.7. Despite an increase in enrollment, the number of loyalty programs in which members are active has declined slightly. That suggests that though consumers enthusiastically join program after program, they have only so much capacity for measurable engagement. The lack of sustained activity is often not revealed until after a preliminary novelty period. That's a concern for marketers.

Marketers need to identify and address the things preventing their program from findings its way into the active half of a member's wallet vs. the half that goes unused. It's critical that marketers stay ahead of the competition and innovate to ensure their loyalty program becomes (and remains) one of the chosen.

2. The redemption experience means much more than the reward itself

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Scott Robinson is vice-president of Design & Strategy at Bond Brand Loyalty, a leader in building brand loyalty for the world's most influential and valuable brands.

LinkedIn: Scott Robinson

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!