U.S. consumers have 3.8 billion loyalty memberships. According to the 2017 Colloquy Loyalty Census, this membership number continues to grow at a rate of 15%, down from a 26% growth rate in 2015.
“The membership growth slowdown signals the U.S. loyalty market is maturing and retailers need to up their game on how to attract and retain members within their loyalty programs,” said Melissa Fruend, LoyaltyOne Global Solutions partner and Colloquy Census author. “In order to improve loyalty marketing, brands must optimize the overall experience by creating more personalized and relevant experiences for their best customers.”
