Loyalty Programs Reach Middle Age; Only 44% Actively Used

Despite a jump from 1.3 billion to 1.8 million total loyalty program memberships in the US between 2007 and 2009, less than 44% are actively used, according to research from COLLOQUY.

These numbers suggest that the loyalty industry is maturing and companies must start focusing on adding value to their programs rather than touting large member bases, COLLOQUY said.