|
|
2015 Colloquy Loyalty Census Emphasizes Shopper Engagement and Retention
Colloquy, a leading provider of loyalty marketing research, recently published the results of its biennial 2015 Loyalty Census. In the grocery retail sector, loyalty program membership was 169.7 million members. Interestingly, growth surged in the drug store sector, with membership increasing 88% compared to 2012 with 267.6 million members. The growth in pharmacy was driven by the popularity of health and wellness programs among many of the larger drug store chains.
In its commentary around the survey, Colloquy emphasized the importance of engaging shoppers and providing personalized, relevant offers to them. Although membership in loyalty programs remains high, engagement is trending down, so marketers should redouble their efforts on 1:1 marketing and rewarding loyal shoppers with a differentiated experience. Colloquy also recommends that retailers define, track and understand key metrics and benchmarks for their loyalty programs.
To download the complete survey results, click here.
ProLogic recently published a white paper that details industry-standard metrics and benchmarks for supermarket loyalty programs. To obtain this white paper, click here.
|
|
|
|