20% - Decrease in upper-middle income loyalty-program members—a decline that ran across multiple channels, including supermarkets, airlines, credit-card providers, retailers and hotels
Given the importance of this demographic, brands must “lift their game,” says Christopher Evans, director of the Collinson Group, London. “[But] despite lower membership numbers, the results show that personalized and relevant loyalty initiatives do positively influence consumer behavior.”
Source: Collinson Group Source: Auriemma Consulting Group, New York. Results from a survey of 2,004 U.S. consumers with eligible smartphones.