A BCG survey highlights the growing importance and evolving nature of loyalty programs among US consumers, who on average join 14 programs in various sectors. Paid membership programs are particularly expanding, with a significant portion of younger, digitally inclined consumers planning to join new ones. Successful loyalty programs, offering up to three times the engagement and loyalty compared to less effective ones, require thoughtful design tailored to specific consumer needs and preferences. They also need to leverage personalization, digital offerings, and gamification.

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