COLLOQUY Names Best Loyalty Marketing Initiatves

In its most recent issue, COLLOQUY magazine celebrates its 20th anniversary with a list saluting the leading loyalty innovations of the past two decades. Highlights from 1990 to 2010 tracing major milestones in the evolution of loyalty marketing include:

1990: The proliferation of the branded rewards credit card begins as AT&T introduces its AT&T Universal Card

1991: The first example of large-scale, Word of Mouth rewards marketing occurs with MCI’s Friends & Family Program, which encourages customers to recruit new members in return for awards

1992: The rise of two-tier pricing – a watershed moment for grocers– takes place when Vons supermarkets offer in-store savings to club card members


1994: Airline miles become profit centers as carriers discover their program miles can be used as promotional currency by hotels, restaurants, credit card and car rental companies

1997: The gaming industry fully embraces loyalty marketing as Harrah’s Total Gold debuts

2001: America’s first coalition program to gain national attention arrives through Upromise, which partners with corporate giants to help students plan, save and pay for college

2005: Big U.S. banks begin to embrace debit loyalty with Bank of America’s Keep the Change, a program that rounds up members’ debit purchases to the next dollar and deposits the difference

2006: Word of Mouth is harnessed by loyalty marketers in order to transform consumers into brand ambassadors after the broad acceptance of social platforms such as Facebook and LinkedIn, and

2009: Smartphones promise loyalty marketers new ways to engage with on-the-go consumers and enable real-time options for mobile rewards, payments and commerce. “Prior to 1990, airline and hotel frequency programs dominated the loyalty industry. Credit card programs were a novelty and retailers were still sorting out their strategies. So, our 20-year timeline covers a fascinating period in the history of loyalty marketing,” said COLLOQUY Partner Kelly Hlavinka.

Download the full report here.

Featured Event

Join the retail community as we come together for three days of strategic sessions, meaningful off-site networking events and interactive learning experiences.



Access The Media Kit


Access Our Editorial Calendar

If you are downloading this on behalf of a client, please provide the company name and website information below: