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Shifting Loyalties in Canada

Through our survey conducted in association with Ipsos, we find that new approaches in data, personalization, and mobile engagement are needed to improve retailers and brands’ relationships with their customers.

Brand loyalty in Canada is changing in unexpected ways. “Business as usual” may no longer be enough for many brands and retailers; as our new report shows, getting loyalty right is more important than ever.

Our new purple paper 'Shifting Loyalties' indicates that 87% of Canadians are active in five or fewer loyalty programs, and 45% reported quitting a loyalty program (with 57% of those abandoning the brand altogether).  But for brands that manage to crack that 'top five', the reward is deeper brand engagement and ultimately higher revenues.

'Shifting Loyalties' also looks at the state of Canadian consumers across generations and their relationships with (and expectations from) loyalty programs.  Our findings not only challenge conventional assumptions, but also offer prescriptions for data-based engagement strategies that will resonate with Canadian consumers.
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