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The U.S. retail sector, headed by specialty retailers, grocers, mass merchants and department stores, now accounts for the largest collective market for U.S. loyalty reward program memberships, outpacing travel/hospitality and financial services aggregate memberships, according to the 2009 Colloquy Loyalty Census.
Colloquy’s research found that across-the-board retail loyalty program memberships now number 701 million, making up 39 percent of the U.S. loyalty market. By comparison, there are 556 million in travel/hospitality, including airline, hotel, gaming, car rental and cruise programs, representing 31 percent of the market, and financial services credit card programs number 422 million, accounting for 23 percent of the market.
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