Brands failing to integrate consumer data for loyalty schemes

Rob Clapp

An overview of customer loyalty schemes in North America.

Point-based loyalty schemes are most popular in North America, according to the latest Merkle survey of 200 brands. Over two-thirds (70%) of brands have a point-based scheme, followed in second by spend-based (51%). Nearly one-half of brands have a cashback scheme (48%).

Despite how common loyalty schemes are, brands are failing to fully integrate their customer data. While 86% of brands use customer demographic data in their business, just 39% use it in their loyalty scheme. Across all data attributes surveyed, marketing insight is being used successfully elsewhere but not fully in loyalty schemes.

In the QSR sector,...

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