Colloquy releases new study on loyalty programs

Share this content:

Loyalty marketing consultancy and publisher Colloquy has issued a new study on loyalty program trends.

The study, titled "Segment Talk: The Difference Engine - A Comparison of Loyalty Marketing Perceptions Among Specific U.S. Consumer Segments," surveyed 3,000 consumers. It focused on three loyalty industry categories: financial services, travel and retail.

Colloquy and its research partner found that more than 40 percent of both young adults and Hispanics self-identify as loyalty program participants. These two demographic categories also reported the highest instances of becoming retail customers due to loyalty programs.

Young adults and Hispanics also report higher-than-average redemption of electronics, magazine subscriptions and entertainment-related offers. The report predicts future growth in loyalty program activity for both segments.

Colloquy's research also showed that consumers are less interested in charity-oriented programs than in other loyalty offers. Nine out of ten people surveyed said they redeemed most loyalty offers for personal gain.

The full study focused on six consumer segments: a control group titled General Adult, an affluent segment with incomes greater than $125,000, young adults, seniors who were 60 years and older, core women between the ages of 25 and 59 years with incomes between $50,000 and $125,000, and Hispanics with an income of $40,000 or higher. The full report of Colloquy's findings is available for free at

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above