Survey Examines Consumers' Perceptions, Behavior Of Card Reward Plans.

Why do consumers leave a loyalty or rewards card program after signing up? A new survey indicates the biggest reason is the time it takes to earn those points.

In a poll conducted by Maritz Loyalty Marketing, 70% cited the length of time it takes to build up points as the primary reason they dropped out. The number jumps to 79% in the critical 18 to 24 age group, the company reported.

"Marketers need to provide consumers with realistic and achievable goals," said Gail Sneed, market development director at Maritz Loyalty Marketing. "Particularly with the cruc