Canadian Loyalty Market Bounces Back, 2015 COLLOQUY Census Shows

Retail-led resurgence highlights 8% increase in nationwide loyalty memberships now totaling 130 million

TORONTO--()--Canadian consumers hold 130 million memberships in customer loyalty programs, the 2015 COLLOQUY Loyalty Census shows, an 8% increase over the number of memberships reported in COLLOQUY’s last census study in 2013.

COLLOQUY’s 2015 census results represent a reverse of the downturn in loyalty fortunes revealed in the 2013 census, which found that Canadian loyalty memberships actually declined 0.6% compared with 2011.

COLLOQUY’s latest biennial report on the scope of Canadian customer rewards programs reveals that among the various economic sectors analyzed, retailers recorded the largest jump in memberships compared with 2013. Retailers grew membership roles by 12% to a total of 62 million members.

The 2015 report further shows the retail sector continues to dominate Canada’s loyalty landscape, accounting for 48% of total memberships, up slightly from 46% in 2013.

Operated by LoyaltyOne, COLLOQUY is a leading provider of loyalty marketing research, publishing and education. The COLLOQUY Loyalty Census previously has been published in 2000, 2007, 2009, 2011 and 2013. The latest report, The 2015 COLLOQUY Loyalty Census: Big Numbers, Big Hurdles, is available free of charge, and an accompanying webinar is scheduled March 10, 2015, at 1 p.m. EST.

“Target is leaving Canada but U.S.-based DSW and Nordstrom are expanding their footprint in this market and could become resources of membership growth,” said Jeff Berry, COLLOQUY research director and author of the census report. “We expect Canadian businesses to compete with these new entrants by matching their value propositions. This, along with expanding loyalty programs at Canadian Tire and SCENE, among others, will contribute to further membership growth in retail.”

In other 2015 Census highlights:

  • For the first time since COLLOQUY began tracking Canadian programs, the membership numbers improved in every economic sector covered in the census;
  • Canada’s two leading coalition loyalty programs posted 4% overall growth, with Aeroplan rising 9% and AIR MILES gaining 2%.

In all, the 2015 COLLOQUY Loyalty Census delivers insights on loyalty programs in the following sectors: retail, financial services, coalition programs and travel/gaming/dining/entertainment/other. Memberships in the financial services sector grew 7% since the last census to 34 million.


Celebrating its 25th year, COLLOQUY has served as a leading publishing, education and research practice, bringing together loyalty practitioners from around the world. A pioneer in the industry, COLLOQUY is the first publication dedicated expressly to the art and science of loyalty marketing and has since become the go-to resource for loyalty intelligence. Today COLLOQUY engages and educates loyalty marketers with its magazine, weekly e-newsletter and timely and comprehensive loyalty-marketing website, In each issue of the magazine, the “COLLOQUY Recognizes” feature highlights excellence in loyalty. COLLOQUY delivers industry-leading loyalty benchmarking reports and educational workshops, webinars and speeches. The COLLOQUY Summit is the premiere annual loyalty event. Advertising, sponsorship and publishing opportunities are available via the COLLOQUY Network, a global partnership of loyalty service providers. COLLOQUY is an independently operated division of LoyaltyOne. To learn more, visit


Tim Sansbury or Laura Arnold, 513-231-5115

Release Summary

Canadian Loyalty Market Bounces Back, 2015 COLLOQUY Census Shows.


Tim Sansbury or Laura Arnold, 513-231-5115