Study finds double-digit growth in drug store loyalty programs

Drug store programs projected to continue growing as grocery store programs remain flat

CINCINNATI — Memberships in drug store loyalty programs have grown by 45% over the past couple years to total more than 140 million, according to a new report.

The 2013 Colloquy Loyalty Census, released Tuesday, found a total of 142.4 million members of drug store loyalty programs, compared with 193.9 members of department store memberships and 360.5 million specialty retail memberships. Department store programs showed the strongest growth at 70%, while specialty retailers' programs grew by 26%. Supermarket loyalty programs have contracted by 1% to 172.4 million members.

The latest Colloquy Loyalty Census is the fifth, with the most recent being published in 2011. Colloquy is the research arm of LoyaltyOne, a company that designs loyalty programs and performs customer analytics.

"As the economy slowly breathes new life, loyalty programs have gained increased awareness," report author and Colloquy research director Jeff Berry said. "We expect continued growth as increasingly sophisticated programs revitalize engagement with existing members and attract new participants."


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