Led by 70% Growth in Department Store Membership — Retail Flexes Its Loyalty Marketing Muscles, 2013 COLLOQUY Loyalty Census Shows


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45% Growth in Drug Store Membership, 26% Growth in Specialty Retail

Total U.S. Loyalty Membership Hits 2.6 Billion, a 26.7% Increase

CINCINNATI (June 17, 2013) – Beware frequent flyer programs and credit card rewards because U.S. retailers – led by department, drug and specialty stores – have captured the spotlight in the 2013 COLLOQUY Loyalty Census released today.

Department Stores achieved 70 percent growth in loyalty program memberships since the 2011 COLLOQUY Census, far surpassing the 26.7 percent rate of growth in loyalty programs across all sectors tabulated in the 2013 Census. The number of Department Store memberships is 193.9 million.
Drug Store memberships grew an impressive 45 percent since 2011 to a total of 142.4 million.

Memberships in Specialty Retail programs rose to 360.5 million for a 26% increase since 2011, and Specialty Retail is positioned to pass Airline programs (at 371.2 million memberships) to take second place, behind only Financial Services, in the rankings of loyalty program memberships by sector.

COLLOQUY is the research arm of LoyaltyOne, a global leader in the design and implementation of coalition loyalty programs, customer analytics and loyalty services. The COLLOQUY Loyalty Census previously has been published in 2000, 2007, 2009 and 2011. Complete details of the latest Census are available free of charge in a new report, Bulking Up: The 2013 COLLOQUY Loyalty Census.

COLLOQUY’s latest count shows that the average U.S. household holds 21.9 memberships in loyalty programs but is active in 9.5 of those. In the 2011 Census, the numbers were 18.4 and 8.4.

The 2013 Census shows that total membership in U.S. loyalty marketing programs across all sectors is 2.647 billion, a 26.7 percent increase over the 2.089 billion memberships in 2011.
“As the economy slowly breathes new life, loyalty programs have gained increased awareness,” said Bulking Up author Jeff Berry, Senior Director, Knowledge Development and Application at LoyaltyOne, and COLLOQUY Research Director. “We expect continued growth as increasingly sophisticated programs revitalize engagement with existing members and attract new participants.”

In other significant findings, the Financial Services sector has blossomed again, reaching 548.3 million memberships, representing a 27.9 percent growth rate over 2011.
Grocery loyalty programs, conversely, are wilting, with 172.4 million memberships that represent a 1% contraction from 2011.

Gas prices are up but memberships in fuel and convenience store loyalty programs are not. Fuel and convenience program membership plunged 21% to 25.3 million in the 2013 Census.

For sheer growth, the Restaurant sector impressed in 2013, reaching 26.5 million memberships for an explosive 171% gain over 2011. Hotel loyalty memberships rose 26% to 223.6 million, Airline programs achieved a 14% gain to 371.2 million.

COLLOQUY® comprises a collection of publishing, education and research resources devoted to the global loyalty-marketing industry. Owned by LoyaltyOne, COLLOQUY has served the loyalty-marketing industry since 1990 with over 45,000 global subscribers to its magazine and www.colloquy.com the most comprehensive loyalty web site in the world. COLLOQUY’s research division develops research studies and white papers including industry-specific reports, sizing studies and insights into the drivers of consumer behavior. COLLOQUY also provides educational services through workshops, webinars and speeches at events throughout the world and is a loyalty-marketing partner of both the Direct Marketing Association and the Canadian Marketing Association and a content provider to the American Marketing Association. COLLOQUY also operates the COLLOQUY Network, a global consortium of practitioners certified in COLLOQUY’s proprietary methodology. COLLOQUY magazine subscriptions are available at no cost to qualified persons at www.colloquy.com or by calling 513.248.9184.

About LoyaltyOne
LoyaltyOne is a global leader in the design and implementation of coalition loyalty programs, customer analytics and loyalty services for Fortune 1000 clients around the world. LoyaltyOne’s unparalleled track record delivering sustained business performance improvement for clients stems from its unique combination of hands-on practitioner experience and continuous thought leadership. LoyaltyOne has over 20 years history leveraging data-driven insights to develop and operate some of the world’s most effective loyalty programs and customer-centric solutions. These include the AIR MILES Reward Program, North America’s premier coalition loyalty program and a working partnership with Latin America’s leading coalition program, dotz. LoyaltyOne is also the equity partner of Direxions, a loyalty pioneer headquartered in India and the owner of COLLOQUY, a group dedicated to research, publishing and education for the global loyalty industry.
LoyaltyOne is an Alliance Data company. For more information, visit www.loyalty.com.

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