Less than Half of Loyalty Memberships Active: Colloquy

Posted on by Chief Marketer Staff

While U.S. loyalty memberships have increased significantly, fewer than half are active, according to a recent report by retention services firm Colloquy.

U.S. loyalty program memberships increased from 1.341 billion in 2006 to 1.807 billion in 2008, according to Colloquy. This is also a significant jump from 973 million in 2000, the report said.

Also, each U.S. household has an average of 14.1 loyalty program memberships, up from about a dozen in 2006, the firm reported.

However, just 43.8% of those programs are active, translating into 6.2 average active memberships per household, the company reported in its 2009 Colloquy Loyalty Marketing Census.

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