Today, over 90% of companies have some sort of loyalty program — and rightfully so. Research shows that consumers who are loyal to a brand will refer that brand to friends and family (59%), join their loyalty program (59%), and spend more (36%).
While many companies now invest in loyalty programs, 54% of their customers' loyalty memberships are inactive. That is why you must focus on loyalty member engagement in addition to loyalty program promotion. However, ongoing customer loyalty and satisfaction is a marathon, not a sprint. You must continue to reach out to your loyal member, encouraging them to become repeat a customer.