19/08/2009 19:07:00

Canadian Consumer Membership in Loyalty Programs Near Universal: Participation Up 9% Through Recession, Reaching 93.6%

Finding Canadian consumers that don’t participate in loyalty programs is

getting tougher -- a near universal 93.6% said they belong to at least

one program, according to COLLOQUY research released today. The number

reflects a 9% participation growth by the general population since 2007.

Activity across all demographic segments is up, except for the Affluent

segment, which remained flat at 96% participation. Participation by

Millennials (age 18-25) spiked to 86.5%, up 11% since last measured in

2007 to represent the fastest growing demographic. Women and Seniors

nudged up slightly, and consumers in French Quebec measured for the

first time at 92.4% participation.

Loyalty marketing programs recognize and reward the best customers of a

business. COLLOQUY’s loyalty perceptions study examined trends in six

consumer segments: General Population representing a statistically

distributed sample of Canada; Affluent (heads of household with annual

incomes of $125,000 or greater); Millennials (respondents aged 18-25

years); Seniors (respondents 60 or older); Core Women (female

respondents age 25-49 with annual income between $50,000 and $125,000);

and French Quebec (those residing in French Quebec). COLLOQUY magazine

and white papers are published by LoyaltyOne.

Coalition loyalty programs, like AIR MILES in Canada, Dotz in Brazil and

Fly Buys in Australia and New Zealand are proving vital tools for

consumers looking stretch household budgets in response to a challenging

economy. Exactly 25.8% of survey respondents said that participation in

coalition programs has become “more important” since the economy turned

sour. Consumers found the value of coalition program participation in a

recession higher than retail, financial services and travel rewards


“We were already aware that Canada was a congested loyalty arena,” said

COLLOQUY Editorial Director Rick Ferguson.

“But to see a nearly 10% jump in such a market says that consumers are

turning to rewards programs more than ever to offset economic woes. And

the value of coalition programs in the eyes of Canadian consumers cannot

be understated.”

Loyalty participation by Millennials has grown faster than any other

demographic since COLLOQUY’s last benchmarking study in 2007. As

mentioned above, participation rates in this demographic stand at 86.5,

an 11% increase from two years ago. Comparatively, the same demographic

in the United States reports a 58% participation rate.

The data reveals more intriguing information about this group and their

perceptions about loyalty programs, including:

“Loyalty marketers have a once-in-a-lifetime opportunity to demonstrate

program value to this next generation of consumers. Proving a value

proposition in a time when the group needs it the most could prove

priceless in fostering lifelong advocates,” added COLLOQUY Partner Kelly



COLLOQUY comprises a collection of publishing, education and research

resources devoted to the global loyalty-marketing industry. Owned by

LoyaltyOne, COLLOQUY has served the loyalty-marketing industry since

1990 with over 30,000 global subscribers to its magazine and www.colloquy.com

the most comprehensive loyalty web site in the world. COLLOQUY’s

research division develops research studies and white papers including

industry-specific reports, sizing studies and insights into the drivers

of consumer behavior. COLLOQUY also provides educational services

through workshops, webinars and speeches at events throughout the world

and is the official loyalty-marketing partner of both the Direct

Marketing Association and the Canadian Marketing Association and a

content provider to the American Marketing Association. COLLOQUY also

operates the COLLOQUY Network, a global consortium of

practitioners. COLLOQUY magazine subscriptions are available at no cost

to qualified persons at www.colloquy.com

or by calling 513.248.9184.

Photos/Multimedia Gallery Available: https://www.businesswire.com/cgi-bin/mmg.cgi?eid=6033055&lang=en


Tim Sansbury, 513-231-5115




Sikes, 513-231-5115