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CodeBroker recently surveyed 1,207 US shoppers on a wide range of loyalty program topics, from loyalty program usage, to top pain points, to changes consumers would like to see to make it easier to engage.
Decline in Loyalty Program Usage
Loyalty programs are not performing as well as they did just a short time ago. According to retail industry analyst EKN, overall active member rates have declined by 2% from 2013 to 2015 (from 44% to 42%). CodeBroker survey results support EKN’s stats. Of the 1,207 consumers surveyed, only 24% actually use the rewards they earn. And it comes as no surprise that consumers overwhelmingly want to access loyalty programs from their smartphones.
Top Frustrations with Loyalty Programs
Carrying the cards is the number one frustration, with 43% of survey respondents saying it was their biggest pain point with loyalty programs.
Other frustrations mentioned include…