Cultivating brand loyalty in even the toughest customer

New York

AMERICANS are both more loyal and more fickle than ever before, judging by the number of customer rewards cards they have and the number they actually use.

Households, on average, hold membership in 29 loyalty programmes across the retail, financial services, travel and other industries - that's a total of 3.3 billion nationwide, up 26 per cent from 2013, according to a 2015 report by Colloquy, a loyalty marketing research company.