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Download ReportLoyalty Programs Dole Out Rewards but Fail to Fully Connect with Consumers Says New CMO Council Study
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CMO Council releases
first benchmark of the Customer Experience Board:
Competitive crunch and convergence in communications marketplace is fueling increased customer churn, and testing customer loyalty.
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Facts & Stats

As part of the Giving a Business Lift From Loyalty initiative, the CMO Council has aggregated statistcs on the economics and operations of loyalty programs across various regions and industries. To learn more, select a topic from the menu below.

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Loyalty Program Participants

British consumers feel that loyalty rewards are more valuable in a recession, with 95% having actively participated in travel and shopping reward schemes, and 90% planning to redeem them during 2009. (Air Miles Travel Rewards Programme, UK)

According to recent UK studies, 96% of their population are currently a member of a reward scheme and 64% belong to three or more loyalty schemes. (The Wise Marketer)

Good customer service (34%) was the single aspect most likely to encourage people to spend more, followed by personalised rewards they felt were relevant to them (30%)

Poor customer service (44%) is the aspect most likely to put people off increasing their spend, followed by unachievable rewards (28%), unrealistic points expiry deadlines (20%), or receiving too much communication (18%).

90% of UK adults now use recession-busting shopping strategies when they do their weekly shopping (uSwitch)

Travel industry loyalty rewards programs have seen a 31.2% decline in active participation since 2007 because of a decrease in business and leisure travel and corporate mandates to cut discretionary budgets. (Colloquy)

The average number of travel rewards programs to which consumers belong dropped 27.8% to 2.0 in 2009, from 2.77 in 2007. (Colloquy)

32.3% of consumers said the recession has made their participation in retail rewards programs more important. (Colloquy)

Participation in loyalty programs is up to 19% since 2007 (Colloquy)

Loyalty program members are more likely to be one or more of the following: female, young, living with children under the age of 18 in the household or from the Northeast. (Maritz)

One-third of consumers find retail loyalty programs "more important" when battling tough times. (Colloquy)

Participation in rewards and loyalty programs rose by 19% across the board since 2007. (Colloquy)

Women (62 percent) are significantly more likely to belong to a store or membership loyalty program than men. However, more than half of the men surveyed (54 percent) say they are part of a program. (Maritz)

Membership of loyalty schemes is more popular in general among women than men (72% of women were members of 3+ schemes, compared to 51% of men). (The Wise Marketer)

About 75% of consumers said the economy had a positive or neutral influence on their decision to join a loyalty program. (Colloquy)

More than 46% of shoppers ages 18 to 25 said retail rewards were "more important" during tough economic times, and 27% want to join more programs. (Colloquy)

Membership of loyalty schemes is more widespread among older people (46% of 18-29 year olds belonged to 3+ schemes, compared to 56% among 30-39 year olds, and 67% for the 40+ age group). (The Wise Marketer)

73% of teen and young adult consumers (aged 13 to 21) shop at a fixed group of stores. (Euro RSCG Discovery)

41% of females teens (aged 13 to 21) and young adults said that they are likely to engage in money-saving activities such as joining a loyalty program. (Euro RSCG Discovery)

Seventy percent of persons from higher-income households ($125,000 +) are more loyal to companies that offer rewards programs. (Maritz)

There has been a 19% growth in loyalty scheme participation since in 2007. (Colloquy)

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