Retailers Now Top Loyalty Marketers: Colloquy

U.S. retailers now constitute the largest collective market for loyalty reward program memberships, outstripping travel-hospitality and financial services aggregate memberships, according to Colloquy.

According to its latest research, across-the-board retail loyalty program memberships now number 701 million, representing 39% of the U.S. loyalty market. That compares to 556 million in travel-hospitality, which includes airline, hotel, gambling, car rental and cruise programs, representing 31% of the market, and financial services credit card programs at 422 million for 23% of the market.

“With the travel category in maturity and the financial services category likely to contract, we expect retailers to be at the forefront of innovative loyalty marketing for years to come,” said Colloquy partner Kelly Hlavinka, in a statement.