While loyalty memberships for retail are likely to increase through 2018, many consumers are beginning to feel fatigue from the sheer number of loyalty accounts they have. For market segments experiencing growth, digital and multichannel engagement has become key to ensuring that loyalty promotions remain relevant. Struggling segments need to evaluate their programs more closely and ensure that the value offered matches consumer demand.

For the purposes of this report, Mintel has used the following definition:

A loyalty program – including store credit/debit card or a reward card – is defined as a customer reward program that is offered by a retailer as an incentive for continued patronage and frequent purchases. Rewards are generally in the form of points, discounts, special offers, rebates, or other prizes.

Comparing COLLOQUY Loyalty Census data to Mintel consumer research data:

In this report Mintel uses two datasets that measure consumer loyalty. The methodologies differ and result in quite different findings, however both are valid. The approaches used can be explained as:

• The COLLOQUY Loyalty Census measures the total number of loyalty programs in which people are enrolled. So for example if an individual is enrolled in five different grocery store programs, this will be counted as five memberships.

Mintel data is an average of consumers’ self-reported number of loyalty programs they currently have. As a result, Mintel data likely includes shared accounts, such as when a household shares a single loyalty card rather than having individual accounts for each member.