CMA conducts loyalty program survey
By Adnews Staff
The Toronto-based Canadian Marketing Association has released the results of a study concluding that Canadians want more tangible and faster rewards in exchange for their participation in loyalty programs. According to the association, 34% of respondents considered the time required to accumulate points to be a major factor in their decision to join a loyalty program, while 35% considered the variety of products and services available through the program to be important. Seventy-two percent of respondents reported being enrolled in at least one loyalty program. The average enrollment was 2.2 programs per person. "An organization's ability to present the right offer at the right time is a major factor that influences a consumer's decision to participate in a loyalty program," said association president John Gustavson. "This is particularly true as organizations seek to identify marketing channels and techniques which will deliver the optimum customer experience." The study was conducted by Logit Group of Toronto.