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Study: Loyalty programs and brand engagement

Yahoo Canada has released the results of a study into loyalty programs and brand engagement. According to the study, called "Talking Loyalty," approximately 90% of Canadians own at least one loyalty card. The average number of cards carried by a Canadian consumer is four. Sixty percent of consumers choose loyalty programs that have no annual fees, and 66% use a program's online presence to calculate its value.

Of respondents, 52% use a loyalty program "frequently" to accumulate points, and 56% "make an effort" to shop at retailers where they participate in a loyalty program. In addition, 47% of participants say that loyalty programs impact their purchase amount, with 33% buying more products or services to acquire more points.

According to the study, email communications are most effective at raising awareness of a loyalty program, followed by display or native advertising and mobile applications.

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