Introducing a First of its Sort White Paper from Mando-Join and YouGov
Mando-Join and YouGov have partnered since 2018 to discover, interrogate and perceive the British loyalty panorama. They’ve printed 3 earlier papers on British loyalty, every coated in depth by The Clever Marketer, most just lately in April 2022.
2023 sees the launch of a brand new form of white paper “Understanding Loyalty in Europe”, the primary of its sort, taking a pan-European view of loyalty. By way of major analysis the paper dives into loyalty membership, enchantment and influence throughout 24 European markets. The analysis is then enhanced with native nation perception and case research from in-market consultants and from pan-European programme leads. It’s then rounded out with the introduction of a brand new Loyalty Gauge™ – a singular measure that permits us to attain and rank loyalty engagement per nation, based mostly on programme membership, enchantment and influence information.
You’ll find the white paper both by navigating to Mando Join right here or, in case you are a CLMP™ or Member of the Loyalty Academy, you could find this nice work within the analysis VAULT.
We’ve pulled out 4 insights to encourage you to look outdoors of your individual loyalty panorama, assume greater and obtain extra in your loyalty ambitions.
1. It’s a giant viewers and a giant trade in Europe
Nearly all of adults who dwell in our 24 European markets are members of loyalty programmes. On common, 61.3% are a member of a minimum of one programme. We see the best membership in Norway and Sweden the place over 80% of adults are a member of a loyalty programme. Nice Britain comes 3rd with 77.2% of adults being a member of a minimum of one loyalty programme. Nearly all of markets explored have between 50% and 75% programme membership.
Key Take-Out: Nearly all of adults (61.3%) throughout 24 European markets are members of loyalty programmes. In some markets it’s as excessive as 4 out 5. Loyalty advertising needs to be a prime precedence for entrepreneurs in all places.
2. Loyalty programmes have very sturdy enchantment throughout markets
Nearly all of adults throughout the 24 European markets explored are followers of loyalty programmes. 56% of adults throughout our 24 markets assume loyalty programmes are an effective way to reward their prospects. The largest followers of loyalty are the British, adopted by the Irish, Polish, Bulgarians, Slovakians and the Germans. The marginally extra sceptical markets are the Danish, the Dutch, the Portuguese, the Turkish and the Norwegians.
Astonishingly, a whopping 42% of adults throughout the 24 markets assume that each model ought to provide a loyalty programme. That is very true in Bulgaria, Eire and Romania the place over 50% assume each model ought to provide a programme. And lastly, 35% be part of loyalty programmes each time they’re given the chance to take action.
Key Take-Out: Loyalty programme enchantment may be very sturdy throughout the 24 European markets. 56% assume programmes are an effective way to reward prospects. In case you are working in a rustic the place enchantment is especially excessive and also you don’t have a programme, you need to take into account growing one!
Loyalty programmes have a major optimistic influence on loyalty, spend, advice and emotional connection
On common throughout our 24 European markets, the influence of loyalty programme membership may be very optimistic. When a membership of a model’s loyalty programme…
- 43% say it makes them extra loyal
- 36% say they’re extra prone to advocate the model
- 33% really feel extra emotionally linked
- 29% will spend extra
Key Take-Out: The very optimistic influence of membership on each practical and emotional loyalty may be very clear. Loyalty entrepreneurs ought to evaluation the information for his or her specific market and use this information to develop applicable methods for his or her programme – knowledgeable by a brand new understanding of the place they can drive most worth for members, model and enterprise.
The brand new Loyalty Gauge™ provides an incredible visible snapshot of the loyalty engagement per market
The Loyalty Gauge™ rating is a brand new metric, developed by Mando-Join leveraging their distinctive YouGov information. It supplies loyalty entrepreneurs in all places with a a lot wanted fast snapshot of the web loyalty engagement in every of the 24 international locations explored – damaged down into membership, enchantment and influence.
The Imply Common Loyalty Gauge exhibits a internet rating of 14.1 throughout the 24 European markets:
The best scoring particular person international locations in Europe are Eire, Poland, Nice Britain, Slovakia, Norway, France and The Czech Republic. These are characterised by excessive membership, enchantment and influence. The bottom scoring international locations are The Netherlands, Turkey and Denmark – pushed by considerably decrease efficiency in a minimum of one of many key metrics.
Key Take-Out: Loyalty entrepreneurs can obtain the white paper to see particular person nation scores at a internet stage, and in addition damaged down into membership, enchantment and influence scores. This perception ought to then be used to develop programme methods per nation.
This primary each European Loyalty white paper has proved to be a really attention-grabbing learn. For the primary time we will take a pan-European view of loyalty. We’ve been impressed and intrigued by the information and by the variations per market.
The case research showcased within the paper then convey that story to life.
- Deep Dive Case Research from Marriott Bonvoy, Samsung Members and VeryMe Rewards from Vodafone present an in-depth view of their strategy, how they tailor their approaches to native market variations and provides a sneak peek of future developments they’ve deliberate.
- And the 7 market consultants featured within the paper present their favorite programmes. From the likes of Costa Espresso Membership in Nice Britain, to Moja Biedronka from Poland, to Membership Matas from The Nordics, to Dr Maz Advantge Card from The Czech Republic, to Douglas Magnificence Card from Germany, to Piacere Lavazza from Italy to Meer Hema from The Netherlands.
We strongly advocate checking them out and we hope this new analysis conjures up you to look outdoors of your individual market and helps you assume greater and obtain extra in your loyalty ambitions.
By Charlie Hills CLMP™, Managing Director & Head of Technique at Mando-Join.
Further Market Consultants featured within the white paper:
