ACNielsen releases loyalty program survey results
By Adnews Staff
ACNielsen Canada of Markham, ON has released the results of a new study on Canadian participation in loyalty programs. The study found that 97% of Canadians took part in at least one loyalty program in 2004, a slight increase over 2003. Ninety-five percent belonged to a mass merchant, department store or warehouse club program, up four percent from 2003. Seventy-six percent belonged to a supermarket program; a one percent increase. Drug store and oil or gas programs had a 62% participation rate, up one percent and two percent from the previous year. According to the survey, the majority of loyalty program members responded that they used their cards "most of the time" or "every time" they shop. However, most shoppers did not cite the existence of a loyalty program as their main reason for choosing where to shop. A convenient location, low prices and a wide selection of merchandise were the main factors in this decision, according to the survey. "The study results show that retailers have been extremely successful in registering shoppers in their loyalty programs and that shoppers have become accustomed to using their membership cards to get the best prices," said Brad Hodgins, product manager at ACNielsen. "Now it's time for more retailers to take their programs to the next level and move from offering every card holder the same discount to using the programs for improved target marketing."