Are Reward Card Programs Enough to Keep Canadians’ Loyalty?

Last updated on September 28, 2021

How Canadians Feel About Loyalty

With increasing competition for consumer dollars, companies are exploring new and old ways of increasing customer loyalty. From digitization to omnichannel, retailers and brands across industries are meeting consumers where they are – and doing their best to keep them.

According to Review Moose, the average Canadian shopper is a member of up to five different loyalty programs. From Cision, the top considerations when it comes to consumer loyalty include product consistency (71%), product quality (appreciated by 74% of Canadian consumers) and value for money (60% of Canadians like a good deal).

With this in mind, Caddle asked our Daily Panel of over 7,500 Canadians which loyalty programs they currently use.

Which Companies Have Loyal Customers?

This month, Caddle discovered that PC Optimum ranks number one with 87% of Canadians being a member. In second place is Air Miles (79%), followed by Canadian Tire, Aeroplan, and Amazon Prime in last place.

Deep Dive Into Demographics

When we look at urban versus rural residents, Canadian Tire members are overwhelmingly residing in rural areas. 70% of rural Canadians are Canadian Tire members compared to just 59% of urban dwellers. However, with Amazon Prime, there was no significant difference between urban and rural residents.

Instead, Amazon Prime members are spread out when it comes to generation. Only one quarter of Baby Boomers have Amazon Prime, compared to 43% of Millennials and 37% of Gen Z.

When we look at PC Optimum, a whopping 90% of Baby Boomers are members. 86% of Millennials have PC Optimum cards, and 75% of Gen Z. Interestingly, when we look at men versus women, women are 10 basis points higher with 92% being PC Optimum members.

Main Takeaways

No.1 |

PC Optimum ranks number one with 87% of Canadians being a member, 90% of Baby Boomers currently use PC Optimum points.

No.2 |

Urban dwellers and rural residents have different needs. Canadian Tire membership is 10 basis points more in urban areas when compared to rural. However, when looking at Amazon Prime, there is no significant difference. This highlights the importance of coverage for companies looking to expand their delivery footprint.

*Disclaimer: all data presented is owned by Caddle and has a Margin of Error of 1% or lower.

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