Trends Report

Is It The Right Time For A US Loyalty Coalition?

The Climate Is Shifting For Loyalty Programs That Reward Across Multiple Partners

June 28th, 2013
Emily Collins, VP, Research Director
Emily Collins VP, Research Director
With contributors:
Dave Frankland , Carlton A. Doty , Samantha Ngo

Summary

Coalition loyalty programs like Air Miles, Fly Buys New Zealand, Nectar, and Payback get a lot of press for their ability to reward consumer spend across categories and impact business performance for their anchor partners. We field a lot of questions about whether this loyalty model will gain traction in the US in the near future. Previous attempts have failed, but there are signs that conditions may be slowly shifting in favor of a US coalition market in the next two years. This report helps clients understand the benefits of coalition loyalty, what obstacles still need to be overcome, and what customer insight professionals interested in the coalition model need to know about starting or joining one.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.