If there were ever a reason to reconsider the effectiveness of your loyalty program, this is it: As an industry, our retention rate among customers is less than 50 percent.
That’s how it shakes out in the United States, anyway. Of the 21.9 loyalty programs in which each American household is enrolled, only 9.5 are active, according to COLLOQUY’s 2013 Loyalty Census. People sign up, often because of a one-time incentive, and then the card ends up in a drawer, glove box or....