Air Miles and Aeroplan top Loyalty Programs in Canada

According to a loyalty marketing census released yesterday by COLLOQUY, active loyalty program memberships in Canada now total 115 Million. The study represents the first industry-wide and nationwide accounting of Canadian loyalty programs ever published.

The average Canadian household is active in 9.2 programs, almost 50% higher than the average U.S. household at 6.2 programs. According to the study, the U.S. has 792.8 million total active loyalty program memberships. There are roughly 1 billion inactive U.S. loyalty program memberships. Tabulating inactive Canadian memberships was not included in the scope of this study.

The Canadian loyalty landscape is significantly different from the U.S. in that it is dominated by large national multi-merchant coalition and partner airline programs — the AIR MILES Reward Program and Aeroplan. The loyalty census reveals that AIR MILES has more than 9.5 million active collectors. Aeroplan has 4 million active members.

COLLOQUY is a provider of loyalty marketing publishing, education and research operated by Toronto-based LoyaltyOne. The full findings, along with complete census data and analysis on the U.S. market can be downloaded in the whitepaper, The Big Sort: The 2009 COLLOQUY Loyalty Marketing Census.