![]() ![]() “Canadian consumers have also said they recognize that they get financial value from the reward offers that come from membership,” says Melissa Fruend, partner, strategic consulting at LoyaltyOne and the report’s author. With relatively high confusion in the consumer market, why does membership continue to increase? Thirty-two per cent of survey respondents said as much (compared to only 27% of Americans). Compared to Americans, Canadians report being more overwhelmed by their loyalty plan options. The fly in the ointment of all that positive growth can be found in Colloquy’s consumer sentiment research. The report notes the expansion of the Scene program to include Cara restaurants and Sport Chek, and the evolution of the More Rewards platform to include Petro Canada and Scotiabank Visa as major factors in the sector’s development. While they account for only 16% of all loyalty memberships, these programs saw 78% growth to 27.2 million accounts. The fastest growing loyalty sector, however, is the coalition format – those plans that allow members to earn a common currency across multiple brands and often in partnership with a financial institution (i.e. Financial loyalty plans saw only a slight increase of 0.3% to 34 million memberships. Retail programs account for the most memberships in the market and were a significant driver of the Canadian growth, increasing 44.2% to 89.5 million in that period. American loyalty growth was 15% for the measured period, slowing from 26% growth Colloquy reported in 2015. despite the fact that there are far fewer programs on offer here. Loyalty memberships grew 35% in Canada between 20, from approximately 130 million to 175 million, according to the 2017 Colloquy Loyalty Census. Canadians’ participation in loyalty reward plans is increasing at a healthy pace, especially among those programs that include multiple retail and brand partners, according to a new survey from Colloquy. ![]()
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