In early March, Maritz Loyalty Marketing unveiled the third annual Canadian Edition of its Loyalty Report. It offers an extensive examination of consumer sentiment across all facets of retail, credit card and coalition loyalty in Canada.
Key findings include:
- 26 percent of customers cite privacy concerns as a barrier to their enrollment, yet 89 percent of members want to receive communications from their loyalty programs.
- 92 percent of consumers are members of at least one loyalty program.
- On average, consumers who participate in loyalty programs participate in 7.3 programs.
- Loyalty remains a compelling part of the value exchange – 66 percent of members feel that reward programs are definitely worth the effort of participating.
- Loyalty is influencing purchasing behaviours – 51 percent of members modify when and where they shop to maximize the points they receive and 87 percent have been motivated to change a shopping behaviour to earn more points.
- 60 percent of smartphone/tablet users are interested in interacting with their loyalty program on their mobile devices.
- 87 percent of them would be `very’ or `somewhat likely’ to download a dedicated app for this functionality.
- Overall, 65 percent of program members are satisfied with their loyalty program.
Executed by Maritz Research Canada, the Maritz Loyalty Report surveyed over 4,000 consumers and covered more than 100 programs across Canada. The results show the growing influence and relevance of loyalty programs. Insights reveal that programs can be even more effective if operators focus on shared values and tailor offers and messages to consumers.
“Communications play an integral role in a members program experience,” says Alison Simpson, Executive Vice-President at Maritz Loyalty Marketing. “Communication relevance is tightly linked to member satisfaction, yet only 41 percent of Canadians describe the loyalty communications they receive as relevant,” adds Simpson. “Clearly this is a huge call to action for program operators.”