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


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

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

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.

COLLOQUYR 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

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