At first blush, you might well wonder why anyone would be against loyalty programs. Whether you earn points by shopping at a particular store or by using a particular credit card, you are rewarded for your loyalty. Maybe you exchange your points for a discount on airfare for a sun-filled vacation. It’s all voluntary, and everyone involved seems to benefit.
Yet several interest groups, such as the Public Interest Advocacy Centre, have recently taken aim at loyalty programs. One criticism is that the benefits consumers receive are not worth as much as what the program operators get out of it. Canadian consumers seem to disagree, as 89% of us adhere to at least one loyalty program.