The Billion Member March: The 2011 COLLOQUY Loyalty Census

Mia Kennedy

America, it may be time for a bigger wallet. In the 11 years since COLLOQUY conducted our first study of the loyalty-marketing industry, the number of memberships among U.S. households has grown steadily. Back in 2000, ours was simply an exercise to gauge household participation in loyalty programs. But the results inspired us to return to the lab in 2006 and 2008, when we performed much more ambitious studies. These massive undertakings resulted in our milestone CensusTalk white papers, which continue to serve as the benchmark of the U.S. loyalty-marketing industry, relied upon by industry leaders and the business media. And so it was with a sense of duty, as well as anticipation, that we launched our third Census analysis. The 2011 COLLOQUY Loyalty Census is the result of exhaustive research by the COLLOQUY team, which examined membership numbers for what we believe is more than 96% of all loyalty programs in the U.S. (4% of memberships are estimated from proprietary and secondary research resources).

Report Publisher: Loyalty One / Colloquy

Tags: Loyalty Program / Rewards Stats

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