Purpose – This paper aims to examine the banking industry's expanding use of loyalty marketing programs to build profitable relationships with customers. Banks' relationship‐building strategies fall into two categories: full‐blown multi‐product loyalty programs and narrower programs that...

Purpose – This article aims to examine US loyalty marketing industry size and analyzes growth trends. Design/methodology/approach – The article provides a discussion on COLLOQUY's benchmark‐setting measurement. Findings – US loyalty rewards program membership has reached 1.3 billion,...

Purpose – The purpose of this paper is to use current loyalty market landscape data to examine differences in loyalty‐program participation among key consumer segments. Design/methodology/approach – Using data from the Loyalty Census research study conducted by COLLOQUY (JCM v24i5), this...

Purpose – The purpose of this paper is to examine how consumer packaged goods (CPG) companies are harnessing the power of loyalty marketing to improve their sales and branding effectiveness. Design/methodology/approach – The paper cites examples of CPG loyalty efforts from Procter & Gamble,...

Purpose – The purpose of this paper is to examine the effectiveness of retail private‐label credit cards in a crowded marketplace. It offers ideas, citing examples from successful retailers, for improving the effectiveness of credit cards as a loyalty tool. Design/methodology/approach –...

Purpose – The purpose of this paper is to examine how the current trends in B2B loyalty, technology and analytics can aid marketers in creating profitable relationships with small business owners by exploring their consumer mind. Design/methodology/approach – This approach takes the form of...