The UK Leads the Region’s Loyalty Revolution as Member Pricing Pays Off
Western Europe is seeing a fresh wave of loyalty program marketing as consumers look for savings opportunities during tough economic times. For retailers, loyalty programs are a win-win - enabling them to boost engagement while also gathering valuable first-party data. But in a competitive loyalty market, evolving consumer expectations are key.
Key Question: How are loyalty programs evolving - and what features are most attractive to consumers?
Key Stat: At least 90% of consumers in Europe are willing to share their personal data for loyalty points/rewards or discounts and coupons, while over 80% would share it for prizes or exclusive offers.
Here’s what’s in the full report
- 3 Exportable files for easy reading, analysis and sharing.
- 8 Charts: Reliable data in simple displays for presentations and quick decision making.
Table of Contents
- Executive Summary
- Loyalty programs are back in the spotlight in Western Europe
- The UK is leading Western Europe’s loyalty revolution
- AI is taking Western Europe loyalty programs to the next level
- Key takeaways for brands and retailers
- Sources
- Media Gallery
Charts in This Report
- Consumers Are Willing to Exchange Personal Data for Discounts, Rewards, Exclusive Offers, and Prizes (% of adults in Europe, Nov 2023)
- Consumers in the UK, Sweden, and Germany Are Much Less Loyal to Brands Than Consumers in the US (% of consumers in select countries who were asked about their loyalty to brands, Sep 2023)
- 4 Types of Consumer Data
- Gen Zers Are More Motivated Than Boomers by Experiential Rewards and a Sense of Community (% of adults in Europe, by generation, Nov 2023)
- UK Shoppers Are Seeking Instant Discounts and Promotions From Loyalty Programs (% of UK adults, March 2024)
- Supermarkets Are Leading on Loyalty Membership, but Other Sectors Are Also Seeing Strong Growth (% of adults in Great Britain with loyalty memberships, by sector, Jan 2022 vs. Jan 2024)
- Tesco, Sainsbury's, and Boots Are Growing Their Retail Membership Services Faster Than Amazon (% of UK adults, June 2023 vs. Feb 2024)
- Data Privacy Policies Are More Important Than Loyalty Programs for Keeping Customers Loyal (% of adults in Europe, Nov 2023)
Companies Mentioned
- Amazon
- Boots
- Tesco
- Sainsbury's
