How Personalization Can Go a Long Way to Creating Customer Loyalty

However, with the average household subscribed to 18 loyalty programs but only active in four, loyalty programs have ceased to be a way to add personalization back to the retail experience. Retailers now need to support more loyalty members than ever, which means reward value has decreased. Retailers are spread too thin to run the analytics to see what their customers really want. One study found the top complaints from consumers about today's loyalty programs included too many terms and restrictions for redemption and rewards lacking real value — resulting in loyalty cards sitting in wallets unused.