6/8/2023 0 Comments Colloquy loyalty census![]() Today, retailers can be more targeted and specific because their operating environments are digital and they have a plethora of data to mine. The goal was to create a “best customer” program structured to make economic sense to those who bought the most books and would thereby benefit financially from the program. For example, the former Chapters book retailer in Canada (now Indigo) years ago launched a fee-based program, iRewards, entitling members to discounts on book purchases. What is new is the digital and e-commerce environment in which they are executed. prescription advice, can diminish once shoppers grow accustomed.Īfter all, fee-based reward programs are not new. The shine of exclusivity, even in the forms of grocery-funded travel and 1 a.m. Regardless of the fees collected in each of these programs, their success hinges on the perceived value of the advantages. ![]() The initiative, launched as a test in 2017, proved successful enough that in December Loblaw expanded availability to all PC Optimum members. These last two perks - because they extend beyond the predictable task of shopping - distinguish PC Insider from typical reward programs. Photographer: Norm Betts/ Bloomberg News. For that members get free online grocery pickup and delivery, an extra 20% back on certain purchases, a home-delivered box of Loblaw’s President’s Choice items, and an annual $99 credit for PC travel bookings. PC Insider - an extension of Loblaw’s free PC Optimum program - charges $99 a year (or $9.99 monthly). Loblaw Cos., the Canadian grocery chain, is giving members of its fee-based program presidential surprises. “Most of the first half of 2019 is going to be tinkering with the program.” “We actually feel we can increase the price to the value of the program and the additional services it offers,” Calvin McDonald, Lululemon CEO, recently told analysts. Lululemon plans to expand the program to other test markets and it may even raise the membership fee. In return, members of the program, which piloted in Ontario, Canada, get a free pair of pants or shorts, free expedited shipping and access to workout classes and special events. The seller of yoga and workout gear is testing a pricier membership loyalty program - and at $128 a year, it’s more than Amazon Prime. Lululemon’s pants used to reveal skin now they reveal status. Memberships in the financial services sector grew 7% since the last census to 34 million.The perk that sets this program apart: It gives members round-the-clock access to the CVS pharmacist helpline, through which they can speak with a pharmacist about their medications and other healthcare resources. 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.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%.This, along with expanding loyalty programmes at Canadian Tire and SCENE, among others, will contribute to further membership growth in retail.” “We expect Canadian businesses to compete with these new entrants by matching their value propositions. “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. 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. Retailers grew membership lists by 12% to a total of 62 million members. 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. 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.Ĭolloquy’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.
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