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MARKETING
Shoppers Like Rewards
LOOKING TO squeeze every white paper entitled, “After the eral population, affl uent, young
available benefi t from every Meltdown: Consumer Attitudes adults, core women, seniors,
purchase, shoppers are turn- and Perceptions About Loyalty and emerging Hispanics, re-
ing more than ever to loyalty Programs in the Post-Recession ported increasing participation
programs to stretch their bud- Economy,” with Colloquy part- in loyalty programs in the re-
gets, according to a survey by ner, Kelly Hlavinka. The white cent survey, in comparison with
Colloquy. Some 44.4 percent paper summarizes the survey. the 2007 survey. In addition,
of women respondents aged Colloquy, which is based in the new survey notes that while
25 to 49 indicated a greater Cincinnati, completed 2,152 on- participation by the general
participation in loyalty pro- line interviews, asking shoppers population in loyalty programs
grams, which represents a 29 their level of active participation rose 19 percent since last mea-
percent increase over a similar in loyalty programs, and where sured prior to the recession in
survey the company conduct- their actions were concentrated. 2007, the increase for women
ed in 2007. “We’ve defi nitely Despite the recession, overall over the past two years was sig-
seen some consolidation in consumer participation in loy- nifi cantly higher at 29 percent,
retail programs,” said Rick alty programs has jumped 19 topped only by young adults,
Ferguson, Colloquy editorial percent in the U.S. since 2007. cited by 32 percent.
director, who co-authored the All population segments; gen- continued on page 105
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100 December 2009 www.covermag.com
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