Membership in loyalty rewards programs in the US has reached a high of 1.808 billion — a 24% jump since Colloquys last census in 2007. There are 14.1 loyalty program memberships per household, however, only 6.2 are actively used. Active participation is relatively flat compared to 2007. Colloquy researchers say that this consumer non-engagement with loyalty programs is a call for marketers to increase the value of their programs, rather than the size.

via Colloquy: Loyalty membership up, activity not – DMNews.

So it seems hard times are making it more interesting for consumers to join membership schemes, but the low level of relevant messaging and offers is not engaging those new consumers and so the exercise is largely wasted. 

The value of a loyalty program is not necessarily in creating higher value offers, but in making a small number of offers to a consumer that match their requirement. 

If you make too many offers then the recipient will probably not plow through dozens to find the one that would have appealed.  As per usual this is about targeting relevant communications to make a difference.

About Mike Talbot

Mike Talbot has written 17 post in this blog.

CTO and co founder of Alterian. Passionate about marketing technology both in terms of its practical use and in terms of its software construction. Mike also blogs under the guise of “Talbot on technology” over at Brand Republic.

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