Consumers’ participation in loyalty programs continues to grow across all retail channels, but according to Mintel, the numbers don’t necessarily “translate to ‘genuine’ loyalty.” In addition to the 32 percent of loyalty members who are concerned about their privacy, more than one in 10 members (13 percent) express frustration or dissatisfaction with the level of personal information being requested upon enrollment, as well as a lack of control over the privacy of that information (10 percent).
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