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The 2015 Loyalty Census BIG NUMBERS, BIG HURDLES 01 Loyalty Census FEBRUARY 2015 February 2015 The 2015 Loyalty Census BIG NUMBERS, BIG HURDLES y, COLLOQUY Research Director WWW.COLLOQUY.COM 1 02 Loyalty Census FEBRUARY 2015 TABLE OF CONTENTS [01] OVERVIEW [03] PART 1: THE BIG PICTURE [05] U.S. INFOGRAPHIC [06] PART 2: CENSUS BY SECTOR Breakdowns by Industry [13] PART 3: RESULTS FOR CANADA Growth in Every Single Category [15] CANADA INFOGRAPHIC [16] PART 4: TAKEAWAYS From the 2015 COLLOQUY Loyalty Census [18] APPENDIX: METHODOLOGY [19] ABOUT THE AUTHOR [19] ABOUT COLLOQUY WWW.COLLOQUY.COM 01 Loyalty Census FEBRUARY 2015 The 2015 COLLOQUY Loyalty Census Big Numbers, Big Hurdles Everyone seems to want an invitation to the party, but it turns out more than half of them stand in the corner and refuse to mingle once they get there. Americans are still signing up for loyalty programs in droves – memberships jumped 25.5%, to 3.3 billion, from 2012 to 2014 – but more than half of them don’t even bother to participate in those memberships, much less become loyal, engaged and enthusiastic program members. Indeed, the size of the membership COLLOQUY took the tempera- base isn’t the best indicator of ture of the loyalty-marketing success; in fact, programs whose landscape for the first time in members aren’t engaged, no 2000 to quantify the size of the matter how many there are, waste industry and break it down by resources – of both the loyalty sector. Those results created a operators and their valuable benchmark for the industry and customers. On the other hand, inspired us to take on much more engaged and devoted loyalty ambitious analyses in 2006, 2008, members form lasting and prof- 2010 and 2012. Our latest under- itable relationships with brands taking, in 2014, is the basis for and companies, spend more this, The 2015 COLLOQUY Loyalty time and money with them and Census. Each one has advanced spread the positive buzz to the body of knowledge and shed their friends. light on the ever-changing field. WWW.COLLOQUY.COM 02 Loyalty Census FEBRUARY 2015 Membership Growth: 2012 to 2014 everything from Amazon Prime to mobile loyalty reward pro grams such as Five Star – is 201222012012 2.6 BILLION gaining speed. Loyalty memberships have reached a level where consumers 26% – American households average 2014 BILLION 29 loyalty programs each – are 20201414 3.3 not active in even half of their INCREASE memberships. How will compa Source: The 2015 COLLOQUY Loyalty Census nies set themselves apart? If they don’t, they are vulnerable to And what changes there have been. being dumped as customers shed programs Loyalty memberships in the United that are irrelevant, have mediocre benefits States have more than tripled since or stale mechanics or simply can’t differen- 2000, when there were 973 million tiate their value propositions. memberships. The big finding in the 2015 Census is that the membership While this can be daunting, it offers the oppor- growth shows no signs of slowing; tunity to raise the game on loyalty programs, it’s still going gangbusters, with 3.32 and encourage consumers not only to accept billion loyalty members in 2014, com- the party invitations but also to join in on pared with 2.65 billion in 2012. But the party. engagement, as already indicated, is sliding, with an active rate – that is, members who have not just enrolled Loyalty Program Activity in programs but are using them to earn rewards – of 42%. It’s a warning that should have all loyalty marketers working to distinguish their programs in ways that resonate with consumers. Two other key findings materialized in the 2015 Loyalty Census: First, the loy- alty landscape is changing across all INACTIVE MEMBERS verticals. Financial services, specialty retail and airlines still account for the 58% majority of all memberships, but the fastest expansion came in restaurants Source: The 2015 COLLOQUY Loyalty Census and drugstores. Second, the emerging Of the total membership in loyalty programs, more than half (58%) don't actively platforms sector – which includes participate in those memberships. WWW.COLLOQUY.COM 03 Loyalty Census FEBRUARY 2015 [THE BIG PICTURE] Growth is still the name of the game, with total U.S. loyalty memberships leaping 25.5%. However, there is much work to be done: Enrolling in a program is one thing; actually participating is quite another. U.S. households belonged to an average Active rates haven’t changed much of 29 loyalty programs in 2014 but were in the retail and financial sectors, but active in only 12. There has been a grad- there is an encouraging spot – the ual slide in membership participation active rates for drugstores have risen levels: In 2010, U.S. households had an from 50% in 2012 to 66% in 2014. average of 18.4 loyalty memberships but were active in only 8.4. By 2012, those The slipping rates must be on loyalty numbers had changed to 21.9 member- marketers’ radar, with an eye to the ships with activity in only 9.5. Expressed habits and practices that dilute them: as rates, Americans had a 46% active rate in 2010; in 2012 it slid to 44%, fol- • Focusing on customer acquisition lowed by the latest downtick to 42%. and ignoring customer engagement. • Thinking merely of strategies aimed at loyal behaviors and not asking Average Household Memberships what customers actually need. • Assuming that a one-size-fits-all program is sufficient, neglecting 29 opportunities to make customers’ LOYALTY experiences truly personal. PROGRAMS • Lumping high-value and high-potential customers in with the overall loyalty mem- bership, missing the chance to use analytics to recognize their significant roles. And, often, having the best customers ACTIVE IN 12 subsidize the worst in the from Source: The 2015 COLLOQUY Loyalty Census of diluted benefits and generic U.S. households belonged to an average of 29 loyalty programs in 2014 but were experiences. active in only 12. WWW.COLLOQUY.COM 04 Loyalty Census FEBRUARY 2015 [THE BIG PICTURE] Any of those missteps can be grams they actually use. For enough to dampen loyalty mem- run-of-the-mill programs with bers’ enthusiasm for the program irrelevant value propositions, or the company. this could spell trouble. But thoughtfully designed programs While they must understand the that cater to consumers in industry’s big-picture trends, relevant and valuable ways are what’s most crucial for loyalty seeing promising results. marketers is focusing on their own program’s performance, through the lens of evolving Active Participation The growth in the loyalty consumer expectations and advances in customer experi- industry means customers ence facilitated by technology. have become more selective They should think bigger when 46% it comes to mobile channels, for 2010 about which programs they example, not even bothering actually use. For run-of-the- with mediocre mobile apps that don’t stick. And they must inte- mill programs with irrelevant grate loyalty features into mo- bile devices, and aggregate data 44% value propositions, this could gleaned from mobile with loyalty 2012 spell trouble. and transactional data to create a more holistic view of customers and personalize marketing mes- sages and loyalty offers. % 2014 42 The bottom line: The growth in the loyalty industry means Source: The 2015 COLLOQUY Loyalty Census customers have become more Gradual slide in membership participation levels since 2010 selective about which pro- WWW.COLLOQUY.COM 06 Loyalty Census FEBRUARY 2015 Census By Sector – Breakdowns by Industry No matter the sector, loyalty programs must fit customers’ needs, enhance their lives and [change as they change. Smart loyalty oper- ators understand their programs as part of a holistic customer experience and embrace innovative technology to deliver seamless services and interactions. The core loyalty sectors – retail, financial services and travel/ [ hospitality – each encountered specific loy- alty events over the two-year period, and had plenty in common, too. WWW.COLLOQUY.COM 07 Loyalty Census FEBRUARY 2015 [RETAIL SECTOR] Retailers of all sizes and stripes continue to experiment to cre- ate enhanced and relevant customer experiences. Growth is especially strong among drugstores, while grocery stores have slipped a bit (2%). Some growth in grocery stores, SNAPSHOT: GROCERY though, could come from areas not [169.7 million members] traditionally involved in loyalty, such as value-focused brands or premium The numbers for the grocery sector brands. Across all subsectors, savvy indicate continued but gradual retailers are integrating the latest decline in memberships (2%). How- mobile and social tools into their ever, that number belies a subsector loyalty strategies and creating omni- with a lot going on. Some grocery channel shopping experiences. stores got out of the loyalty game Membership Growth altogether to better focus on every- day low prices; in 2013, the operator in Drugstores SNAPSHOT: DRUGSTORES of Albertson’s, Shaw’s, Acme Mar- kets and Jewel-Osco announced the [267.6 million members] elimination of all loyalty programs. The launch of Walgreens’ Balance Value-focused Walmart, on the other 267.6 Rewards program in 2012, which hit hand, entered the space with Savings MILLION MEMBERS 100 million members in its first two Catcher, a price-matching mobile years, made a big contribution to the app. Since the 2014 third-quarter healthy 88% growth in the drugstores launch, Savings Catcher has been category. Meanwhile, Rite Aid and downloaded tens of millions of times. CVS Health debuted tailored programs Elsewhere, stalwarts Kroger and that indicate a trend among retailers Safeway continue to invest heavily in with pharmacies to open separate and their loyalty programs, while Whole % 88 distinct sub-loyalty programs: In 2013, Foods – in the premium grocer Source: The 2015 COLLOQUY Rite Aid launched wellness 65+ in its category that typically doesn’t offer Loyalty Census INCREASE wellness+ program, and CVS, which loyalty value propositions – expects There was an 88% loyalty program has long had a storewide loyalty pro- to launch its program by the end of membership growth in the drugstore gram, rolled out Rx Rewards.
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