Understanding loyalty membership, appeal and impact across 24 European markets for the first time.
We at Mando-Connect are beyond proud to announce the launch of our newest loyalty white paper – the very first of its kind – exploring loyalty across Europe. Created in partnership with YouGov, the research dives into loyalty membership, appeal and impact across 24 European markets. The insight is then enhanced with rich commentary from in-market experts and pan-European loyalty programme leads.
We are also thrilled to launch our new loyalty metric, the Loyalty Gauge™. This is a unique measure that enables us to score and rank loyalty engagement per country, based on our programme membership, appeal and impact data.
We begin the research by exploring loyalty membership across Europe.
The majority of adults (61.3%) in our 24 European markets are members of at least one loyalty programme. That’s huge! In some markets like Norway and Sweden over 80% of adults are members of at least one programme. Even in the markets with the lowest programme penetration like Turkey and Romania, membership still sits at over 30%.
We then explore loyalty appeal.
The data here is very positive too – 56% of adults think loyalty programmes are a great way to reward customers and an astonishing 42% think every brand should offer one. Over one third (35%) will join every time they are given the chance. Check out the paper itself to see which markets are the biggest fans and who is the most sceptical.
After appeal comes impact. We look at impacts on functional and emotional loyalty and the good news is that the impact of programmes is positive across both. On average across our 24 European markets, when a membership of a brand’s loyalty programme…
- 43% say it makes them more loyal
- 37% say they are more likely to recommend the brand
- 33% feel more emotionally connected
- 29% will spend more
The data is then brought to life by 7 market experts, who share fascinating overviews of the loyalty landscape in their market, their point of view on the new loyalty data some inspirational case studies. Learning about new programmes is one of our favourite bits of the white paper – from the likes of VeryMe Rewards from Vodafone in Great Britain, to Moja Biedronka from Poland, to Club Matas from The Nordics, to Dr. Max Advantage Card from The Czech Republic, to Douglas Beauty Card from Germany, to Piacere Lavazza from Italy to Meer Hema from The Netherlands and more.
The paper then rounds out with some pan-European programme leads sharing their news – overviews of their programme, how they vary their approach by market, their point of view on the loyalty data and finally what exciting new innovations they have planned.
Thank-you to all the wonderful experts features in the white paper. Thank-you to:
Cristina Ziliani (Italy) www.osservatoriofedelta.unipr.it
Karl Bzik (Poland) www.openloyalty.io
Léon Huyben (The Netherlands) www.emakina.com
Nicole Wilhelm (Germany) www.get-focused.com
Radek Hrachovec CLMP (The Czech Republic) www.voxwise.com
Zsuzsa Kecsmar (The Nordics) www.antavo.com
Pete O’Donnell (VeryMe Rewards from Vodafone)
Cathryn Lodwidge and Laura Moore (Samsung Members)
Virginie Liddawi (Marriott Bonvoy).
