Purpose – The purpose of this paper is to peer into the future of loyalty marketing and to offer marketers clear steps on how to shift focus and adapt to the coming consumer trends. Design/methodology/approach – COLLOQUY delved into its years of loyalty marketing research and experience to...

Purpose – The purpose of this paper is to use current loyalty market landscape data to examine differences in loyalty‐program participation among key consumer segments. Design/methodology/approach – Using data from the Loyalty Census research study conducted by COLLOQUY (JCM v24i5), this...

Purpose – The purpose of this paper is to examine how consumer packaged goods (CPG) companies are harnessing the power of loyalty marketing to improve their sales and branding effectiveness. Design/methodology/approach – The paper cites examples of CPG loyalty efforts from Procter & Gamble,...

Purpose – This paper aims to examine the banking industry's expanding use of loyalty marketing programs to build profitable relationships with customers. Banks' relationship‐building strategies fall into two categories: full‐blown multi‐product loyalty programs and narrower programs that...

Purpose – This article aims to examine US loyalty marketing industry size and analyzes growth trends. Design/methodology/approach – The article provides a discussion on COLLOQUY's benchmark‐setting measurement. Findings – US loyalty rewards program membership has reached 1.3 billion,...

Purpose – This paper seeks to examine three evolutionary trends that are pushing the boundaries of loyalty marketing in 2006 and beyond. These trends incorporate the power of networks, the power of data, and the power of convergence. Design/methodology/approach – The paper thoroughly...

Purpose – This paper is aimed at describing how companies can find new opportunities for customer retention and lifetime value by applying the concepts of dialogue marketing, network‐building and relevant rewards. Design/methodology/approach – The paper cites the work of Chris Anderson,...