Canadian consumers hold 130 million memberships in customer loyalty programmes, the 2015 Colloquy Loyalty Census shows - an 8% increase over the number of memberships reported in Colloquy's previous census study in 2013.
Colloquy's 2015 census results represent a reverse of the downturn in loyalty fortunes revealed in the 2013 census, which found that Canadian loyalty memberships actually declined 0.6% compared with 2011. The latest biennial report on the scope of Canadian customer rewards programmes reveals that among the various economic sectors analysed, retailers recorded the largest jump in memberships compared with 2013. Retailers grew membership lists by 12% to a total of 62 million members.
The 2015 report further shows the retail sector continues to dominate Canada's loyalty landscape, accounting for 48% of total memberships, up slightly from 46% in 2013.
"Target is leaving Canada but US-based DSW and Nordstrom are expanding their footprint in this market and could become resources of membership growth," said Jeff Berry, Colloquy research director and author of the census report. "We expect Canadian businesses to compete with these new entrants by matching their value propositions. This, along with expanding loyalty programmes at Canadian Tire and SCENE, among others, will contribute to further membership growth in retail."
Other 2015 Census highlights included:
- For the first time since Colloquy began tracking Canadian programmes, the membership numbers improved in every economic sector covered in the census; Canada's two leading coalition loyalty programmes posted 4% overall growth, with Aeroplan rising 9% and Air Miles gaining 2%.
- In all, the 2015 Colloquy Loyalty Census delivers insights on loyalty programmes in the following sectors: retail, financial services, coalition programmes and travel/gaming/dining/entertainment/other. Memberships in the financial services sector grew 7% since the last census to 34 million.
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