Brits are a nation of loyalty lovers. 70% are currently members of loyalty programmes and the average Brit is a member of 4 programmes. A whopping 86% find at least one loyalty programme appealing, 70% think loyalty programmes are a great way for brands and businesses to reward customers and 48% actually think that all brands should offer a loyalty programme.
Brits love loyalty!
In 2022 we are very proud to publish our 3rd loyalty white paper “What the British want from Loyalty Programme 3.0” with YouGov at The IPM’s Loyalty Dynamics Event at Sea Containers House. We started our explorations in 2018, delved deeper in 2020 and in 2022 we are excited to publish our most comprehensive study yet. The world has dramatically changed in the last 2 years; we thought it more important than ever to explore what impact this has had on consumer expectations of our industry.
We learned so much in this white paper. The biggest sectors for loyalty are supermarkets, retail and grocery and the biggest programmes are also the most popular. Tesco Clubcard is the most appealing loyalty programme in Britain – 65% of Brits find it so. Nectar and Boots Advantage Card follow hot on its heels.
We also learned that, of all the many components of a loyalty programme, the most important factor for Brits are the Rewards.
Do you want more people to join your programme?
If so, focus on offering great discounts and offers (60% of Brits will join a programme for these). In second place comes partner rewards – 28% of Brits will join programmes for these, followed by free products, services, experiences and privileges (23%) and being the first to know (12%). That’s way ahead of factors like a good and easy membership experience (only 6% of Brits), demonstrating you share your customers values (only 3%) and data privacy and security (only 2%).
Do you want more members to engage regularly with and love your programme?
If so, once again rewards should be top of your list. First in line for keeping members using and loving loyalty programmes comes “Good offers, rewards and benefits that are always changing and updating” with 52% of Brits citing this as a factor that keeps them engaged. Then there is a crowd who want the same, but with added consistency (44%). Next comes a simple, effort free user experience and account management process (42%) then good privacy and security (36%) and a “big promotion in the programme every once in a while, that offers great extra rewards and benefits” (important for 31% of Brits).
On top of this, we also looked at who joins programmes (and who doesn’t), how membership varies by sector, the importance of sustainability, which programmes are the biggest, what impact offering a loyalty programme has on loyalty, spend, frequency, emotional connection, appeal and recommendation and more. It’s the most comprehensive look at loyalty in Britain ever.
