New Mando & YouGov Research Released
In April 2024 we were delighted to launch the second edition of our “Understanding Loyalty in Europe” whitepaper with YouGov at The Loyalty Summit CXM in Copenhagen to great acclaim. The research provided loyalty marketers with brand new insight and data on the appeal and impact of loyalty programmes across 24 European markets – from Great Britain to France to Romania to Italy… That data was then rounded out with insight, stories and case studies from a community of 10 European loyalty experts including me, Charlie Hills, The Chief Strategy Officer of Mando.
Highlights from “Understanding Loyalty in Europe 2.0” – The appeal and impact of loyalty programmes
Appeal:
- The majority of adults across Europe are big fans of loyalty programmes. 55% think loyalty programmes are a great way to reward customers. The British are the biggest fans (74%). Followed by the Polish (67%), the Irish (66%), the Germans (65%) and the Slovakians (65%).
- 42% of adults across Europe think that every brand should offer a loyalty programme. The Irish sit at the top (56%), followed by the Bulgarians (55%) and the British (54%).
- 35% of adults across the 24 European markets will join loyalty programmes each time they are given the opportunity. The Polish are top (53%), followed by the Norwegians (47%), the Irish (45%) and the Italians (44%).
Impact:
Loyalty programme membership has a very positive impact on adults across our 24 European markets:
- 42% say that membership makes them more loyal
- 35% say they are more likely to recommend the brand
- 31% are more emotionally connected to the brand
- 29% will spend more with a brand
New Loyalty & Reward Programme Membership Data:
We are delighted to have worked with YouGov this year to add loyalty and reward programme membership across all 24 European markets to our 2024 dataset. So, what did we learn?
- We learned that loyalty membership is huge! The majority of adults (63.2%) across our 24 European markets are members of at least one loyalty programme. And there is significant variation across our 24 markets.
- The markets with the highest loyalty membership are Finland and Norway where over 8 in 10 adults is a member of at least one programme. A whopping 89.03% of adults in Finland are members, followed hot on the heels by Norway where 86.7% of adults are members.
- The markets with the lowest loyalty membership are Turkey where only 27.6% are members, Bulgaria with 42.1% membership and Romania with 44.1% membership.
The Top 10 markets for Loyalty and Reward Programme Membership across our 24 European Markets are:
The newly released loyalty and reward programme membership paper is available to download below. We hope you find it useful! If you would like to find out more about loyalty and reward programmes across Europe, or we can help you launch a new programme or optimise an existing one, please get in touch.
