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
With contributors:
Dave Frankland , Carlton Doty , Samantha Ngo


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.

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