CINCINNATI – While loyalty programs are increasing in popularity, just over half (52%) of those enrolled are actively participating. And according to an Emart Solutions customer loyalty study, the primary reason for the low engagement is irrelevant or no communication from the brand.

Customers expect seamless and relevant experiences across all physical and digital channels and of the customers surveyed, 94% seek some form of communication from the brand whose programs they participate in, and 47% of them would prefer communications across more than one channel. Yet a third (32%) of loyalty program members do not receive any communication at all from brands.

As other recent studies have shown, customers are generally willing to share personal information with companies in return for a more personalized — and discounted — shopping experience. But the common practice of oversaturating customers with irrelevant, broad messaging — or as the Emart study shows, no messaging at all — is resulting in customers that are reluctant to share personal information or fully participate in programs they’re part of.