Celebrating Loyalty Dynamics 3.0

On 20th March 2024, we had the pleasure of co-hosting Loyalty dynamics 3.0 in partnership with Ogilvy and the IPM. The event was a huge success, bringing together industry experts, programme owners and thought leaders from every sector in the British loyalty industry. Attendees were treated to fascinating insights from Ogilvy’s behavioural science team, practical advice from the panel of loyalty experts representing some of the biggest brands in the UK and of course a summary of the key learnings from this year’s British loyalty whitepaper; ‘What the British want from Loyalty 4.0’.

Here are some of the key highlights from a hugely insightful afternoon:

“With the advancements in technology and a customer base hungry for offers, discounts and promotions, there has never been a more exciting time for loyalty.” – Emma Kirk, IPM General Manager

Emma Kirk opened the event by emphasising the importance of loyalty within brand promotions and highlighting how technological advancement in our sector has created more opportunities for brands and consumers, particularly the new wave of consumers including Gen Z and Gen Alpha.

“Loyalty marketeers need to be behaviour change experts” – Dan Bennett, Head of Behavioural Science at Ogilvy Consulting

Dan Bennett as keynote speaker of Loyalty dynamics 3.0 explored the behavioural concepts at play in many of our favourite loyalty propositions. Arguing that loyalties are built on mental shortcuts, Dan highlighted the role of status, shared social identity and goal achievement can play in influencing our loyalty behaviours.

Dan also went on to discuss the different types of loyalty bonds and how a focus on emotional as opposed to the financial can lead to a more loyal, more forgiving and less price sensitive customer base.

“Loyalty love has almost reached Taylor Swift proportions’’ – Charlie Hills, Chief Strategy Officer, Mando-Connect

The event culminated in the exclusive launch of our 2024 edition of ‘What the British Want from Loyalty 4.0’ with Nick Fishbourne (Group Account Director, YouGov), Charlie Hills (CSO, Mando-Connect) and James Davies (Senior Strategist Mando-Connect) sharing their key takeaways from this year’s paper. Among the key learnings were that…

1. Loyalty programme membership and appeal have hit record highs in 2024. 97% of Brits find at least one loyalty programme appealing and 79% are now members of at least one programme.
2. The majority of the British public want to see brand partnerships in their programme reward mix – 63% said they like it when a programme offers partner rewards
3. Loyalty programme impact is stronger than it has ever been! Membership makes Brits shop more, spend more, recommend more and it also improves your brands appeal, loyalty, and emotional connection.

“Be Open, Be Persistent and be Flexible” – James Diplock, Partnerships Director Lloyds Bank

Finally, the event concluded with a panel of loyalty and brand partnership experts discussing the power of partnerships in loyalty, with representatives from Gruum, Lloyds Bank, Sainsbury’s and VOXI. It was a truly insightful discussion with each panel member sharing lessons learnt from the industry. A common theme emerged and that was the need for brands to truly act in partnership when taking on joint ventures such as a loyalty partnership. Only be being open, persistent, and flexible were brands able to truly collaborate and achieve the best results for each other.

Overall, Loyalty Dynamics was a memorable and inspiring event, bringing together the best and brightest minds in the loyalty industry to share their insights and expertise. We look forward to continuing the conversation and helping loyalty professionals everywhere create more successful programmes that drive customer engagement and brand love.