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Survey: Loyalty program satisfaction

Toronto-based research firm Colloquy has released the results of a survey of Canadian consumers regarding loyalty program participation. According to the results, 97% of consumers consider the type of reward offered to be very important or somewhat important to their decision to join a loyalty program. Of the respondents, 49% described themselves as unhappy with the reward options offered by brands, while 55% reported having experienced frustration during the redemption process. Once enrolled, 53% of consumers reported having purchased more frequently because of rewards or loyalty program membership.

"The competitive marketplace can leave programs scrambling for the best ways to entice members to join and stay engaged," said Colloquy research director Jeff Berry. "To combat this, savvy brands should consider offering experiential rewards, especially to live events that provide an opportunity to connect with members on a more emotional level."

Colloquy conducted the survey in association with ticketing company FanXchange. Colloquy is a division of LoyaltyOne.

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