One-Third of Loyalty Dollars Unused: Study

SN STAFF

CINCINNATI — About a third of the $48 billion worth of loyalty rewards points and miles Americans accumulate each year go unused, according to a report from loyalty-marketing firm Colloquy, based here.

The study, titled 2011 Forecast of U.S. Consumer Loyalty Program Points Value, notes that the retail industry, which makes up 40% of loyalty memberships, accounts for a fourth of the total reward value, at $12 billion in value. The financial services sector accounts for $18 billion in annual loyalty-rewards value.

About 173.7 million Americans belonged to loyalty programs, the report found. That represents about 28% growth in memberships in the last five years, compared with 80% growth in financial services loyalty programs and 109% growth in specialty retail.