Growth in loyalty programs: “We're looking for savings,” says one expert

The current economic context and consumers' search for savings has caused a significant increase in loyalty programs, although many of them are discounted.

“Points are still important. You have to be careful. Above all, in recent years, we have been looking for savings. The economic context has led us to consolidate our purchases,” explained Elizabeth Henry, Director of Marketing and Consulting Group at Adviso.

A digital strategy and relationship marketing agency based in Montreal recently unveiled its new study on the meteoric rise of loyalty programs.

According to its findings, 97% of consumers have a loyalty card. On average, they have 19, but regularly use only 7.

“There's really been a renaissance in recent years. […] I'll give you my data, but what will you give me in return? I give you points, I give you experiences, I give you extra services. So, we have relevant content,” Ms. Henry explained.

If the number of programs per user is running out of steam, this is not related to the concept of loyalty program.

“On the contrary, I will tell you that it will be better when he grows up. To have a good data program, there is still room to stand out, but it must be relevant. Just points, end of this business! ” she exclaimed.

Some are better than others

The PC Optimum card is number one. Moi (Metro) finished 3rd, Club Cuddle (Mondou) 4th, Inspire (SAQ) 6th and Reward (Domino's) 8th.

For Ms. Henry, it's the transactional factor that puts one program over another.

“In the case of PC, actually, we looked at PC health, which is a sub-segment. […] So, beyond the points, I help you, I give you relevant advice. So moving from transactions to service only is popular,” she explained.

In terms of consumption, the prices are decreasing year by year. In 2022, loyalty programs recorded an 80% usage rate, compared to 36% in 2024. For Ms. Henry, it's their number, as well as the speed of their creation, that is the source.

“One of the problems is that a lot of companies have created a lot of programs very quickly. We create it, we launch it, and then, we leave it on the tablet. And then, the consumer, if we as a company put it on the tablet, he puts it in his wallet,” she continued.

Watch the explanation in the video above