Western Europe Retail Loyalty Programs 2024

The UK Leads the Region’s Loyalty Revolution as Member Pricing Pays Off

Report by Carina Perkins  | Jul 17, 2024
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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
About This Report
Loyalty programs are back in the spotlight in Western Europe as consumers seek savings and brands look to boost revenues and gather first-party data.
Topics
Retail Sales
Loyalty
Western Europe
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

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?

Consumers Are Willing to Exchange Personal Data for Discounts, Rewards, Exclusive Offers, and Prizes (% of adults in Europe, Nov 2023)
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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

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 DataGen 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)

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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