Despite Increased Participation In Loyalty Programs, Consumer Engagement Declines

An overemphasis on discounts offered through loyalty programs is eroding the programs' long-term value, according to research by Colloquy, a loyalty market research firm. Three-fourths of Americans used at least one loyalty program in 2011, up from 68 percent in 2009, but so-called engagement is down with fewer than 20 percent of consumer calling the programs "very influential" in their purchase decisions, the company reported.

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