Build a Loyalty Program That Actually Creates Loyalty

Loyalty programs are everywhere. According to a recent Accenture survey, consumers have more than 3.3 billion loyalty program memberships in the United States, which works out to 29 programs per household. Industry statistics also suggest loyalty programs regularly fall short of producing loyal customers. In the same Accenture study, 71% of consumers state that “loyalty programs do not engender loyalty” and 61% of “loyal” consumers purchased from competitors within the previous 12 months. More alarming is the number of consumers who are quick to retract their loyalty (77%) along with the ones who are indifferent or “negative” to loyalty programs (23%). With so many programs and such limited enthusiasm from members, the question we hear most often is: How do I actually create loyalty with my loyalty program?