Only 77.2% of consumers described themselves as long-term loyal customers, compared to 83,8% last year, according to What Drives Customers?, a NRF Foundation study.
Much of the resistance is the result of increasing consumer unwillingness to impart information needed to fuel loyalty programs. While 89.8% of shoppers were willing to surrender their name, 78.1% gave their e-mail addresses, and 60.7% offered street addresses, relatively few allowed retailers to track their weight (14.4%); income (12.5%); employer (10.9%); and net worth (8.2%).
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