Western Europe Retail Loyalty Programs 2024

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.

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Table of Contents

  1. Executive Summary
  2. Loyalty programs are back in the spotlight in Western Europe
  3. The UK is leading Western Europe’s loyalty revolution
  1. AI is taking Western Europe loyalty programs to the next level
  2. Key takeaways for brands and retailers
  3. Sources
  1. Media Gallery

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authors

Carina Perkins

Contributors

Sky Canaves
Senior Analyst, Retail & Ecommerce
Donte Gibson
Senior Chart Editor
Kyndall Krist
Senior Copy Editor
Penelope Lin
Director, Data Visualization
Wendy Malloy
Director, Reports Editor
Sarah Marzano
Principal Analyst, Retail Media
Amy Rotondo