The fundamental goal of every loyalty program is to engage the customer. How do you do that? The equation seems ridiculously simple — excitement equals engagement. However, a recent study by eMarketer would seem to indicate things just aren’t adding up for many program members; while average consumers belong to slightly more than 13 loyalty programs (an increase since 2013), they actively participate in only about six (a decrease since 2013).
Not an impressive stat if you are....