Canadian consumers are showing more affinity for loyalty programs and are changing their behavior in order to reap their rewards, according to a new survey of 6,000 shoppers. But competition remains stiff — new data shows not every program gets the attention its brand requires.

The 2015 Loyalty Report, from Bond Brand Loyalty and sponsored by Visa Canada, shows rising levels of acceptance and enrollment in loyalty programs. The average number of loyalty programs in which Canadians are enrolled climbed to 11.1, up from 9.8 last year.

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