U.S. consumers exhibit striking regional differences in their levels of rewards activity, earning habits, brand loyalty and the types of loyalty programs they join.

Retailers and loyalty programs eager to connect with U.S. consumers from coast to coast can be better poised for success in 2016 if they understand regional differences in how consumers perceive their favorite loyalty programs and how they earn and redeem their favorite rewards.
Knowing which traits and behaviors U.S. consumer have in common—and which are unique or more relevant to the Northeast, Midwest, South or West—can help retailers create, improve and fine-tune existing, partner-driven or standalone programs.

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