Today, loyalty marketing is at a crossroads. Loyalty marketing is
mainstream, with more than 3 billion loyalty program memberships, an
average of nearly 30 per household, up from 24 two years ago. Yet, at the
same time, there has been a 20% decline in memberships among the global
affluent. This audience is disengaging from loyalty programs and it is
plainly due to a lack of relevance (to members) and a corresponding lack of
differentiation among the offerings.