Loyalty Has Hit the Big Time!
Request White Paper to Your Inbox –
What the British want from Loyalty Programmes 5.0
We are thrilled to launch the fifth and biggest edition of our flagship study: “What the British Want from Loyalty Programmes 5.0”, created in partnership with YouGov.
Since 2018, Mando-Connect and YouGov have tracked consumer attitudes, preferences, and behaviours across Great Britain. Over the years, we’ve watched loyalty evolve from a functional marketing tactic into a boardroom-level strategic asset.
In 2026, our key finding is undeniable: Loyalty has hit the big time! This year’s results are absolutely extraordinary!
Programme membership, active engagement and commercial impact have all reached amazing new heights. Programme leads now sit at the top table, engagement strategies are at the centre of every major brand’s marketing plan, and Britain is globally recognized as one of the most sophisticated and innovative loyalty markets in the world.
Brits really really, really love loyalty programmes!
British consumers love loyalty programmes more than ever before:
- Record Penetration: For the first time ever, over 8 in 10 British adults (82%) are members of at least one loyalty programme (up from 79% in 2024 and 70% in 2022).
- Near-Universal Appeal: A staggering 96% of Brits find at least one loyalty programme appealing.
- Strong Approval: 75% of Brits believe loyalty programmes are a great way for brands to reward customers, and 53% think every brand should offer one.
This paper also explores:
- Loyalty engagement by segment
- Loyalty performance by sector
- What types of mechanics, rewards, partnerships and promotions Brits like best
- What gamification techniques really connect
- What partnerships can do for loyalty programmes and how to optimise them
And, for the first time we’ve included our now infamous “Deep Dives” into hot topics such as prize pool construct, behavioural science, sustainability, B2B marketing, loyalty trends and more.
To find out the full story, please request your copy of the whitepaper above.
We hope it inspires you to make your programme even smarter!
