Membership in loyalty programs grew at 15 percent this year to total 3.8 billion, according to the recently published 2017 Colloquy Loyalty Census Report. The growth rate recorded in the 2015 loyalty census, when membership stood at 3.3 billion, was 26 percent. Growth has slowed because the United States is a maturing market, said Melissa Fruend, author of the report. Mergers and acquisitions in the grocery sector, which saw memberships plummet 24 percent from 188 million to 142 million, were another factor.
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