As first seen in Total Retail, while some research points to U.S. consumers having 3.8 billion memberships in customer loyalty programs, that doesn't mean consumers are actually actively using these retailer programs. In fact, Oracle Retail published The Loyalty Divide, based on a global research study that surveyed over 13,000 consumers and 500 brands across 10 countries, and the results point to a significant gap in what retailers and consumers think about loyalty. The results illustrate that traditional approaches to loyalty are no longer working; consumers want more than points or promos.