Based on research covering 235 coalition loyalty programs across a wide range of countries worldwide, Global Coalition Loyalty Programs is a report and related CoalitionBASE™ dataset about the growth in the number and membership of coalition loyalty programs that has occurred globally in recent years and the affinity and partnership marketing opportunities that they offer to a huge range of organisations serving consumers as their customers, members or supporters. In particular, the research suggests that as at mid-2015, 2.07 billion consumers were likely to be members of at least one coalition loyalty program, equivalent to around 28.4% of the world’s adult population.
Coalition loyalty programs are potentially attractive partners for consumer-facing organisations for several reasons. These include: that they tend to have a high number of members relative to other affinity groups in any given country; that they are generally growing more quickly than other affinity groups; that their membership is often made up of consumers with specific characteristics (e.g. individuals with above average wealth in the case of hotel group schemes); that they incentivise consumers to buy products or services on a regular basis by awarding them points or miles in return; and that they are normally underpinned by sophisticated technology which facilitates advanced customer relationship management and marketing activity.
The report and CoalitionBASE™ that accompanies it can be used in one or more of the following ways:
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Finaccord is a market research, publishing and consulting company specialising in insurance and other financial services. Finaccord is part of Aon Global Operations, Singapore Branch.