36% of Americans participate in loyalty programs. The average consumer is a member in 7.4 programs but only active in 63% of them. Loyalty program membership is growing at 26.7% per year. 57% of consumers modify when and where they buy in order to maximize the loyalty benefits. 46% modify brands they buy to maximize the loyalty benefits. 69% say choice of retailer is influenced by where they can earn customer loyalty/rewards program points.