#379: Mando-connect and YouGov Research on What Brits Want From Loyalty (Short Summary Show)

Paula: Welcome to Let’s Talk Loyalty, an Industry podcast for loyalty marketing professionals. I’m Paula Thomas, The Founder of Let’s Talk Loyalty. Today’s episode is hosted by Tom Peace, Managing Director of The Loyalty People, a strategic consultancy with a laser focus on loyalty, CRM, and customer engagement.

The Loyalty People also runs a free global community for anyone working in the loyalty industry. If you are working in loyalty marketing, make sure to join Let’s Talk Loyalty every Tuesday, Wednesday, and Thursday to hear the latest ideas from loyalty experts around the world.

This episode is brought to you by Collinson, Worldwide leaders in Customer Engagement and Loyalty. Creating an orchestrating customer engagement and loyalty initiatives and programs for some of the world’s biggest brands in travel, retail, and financial services. Doing it globally for over 30 years. Want to know more, go to collinsongroup.com.

Tom: Hi, I’m Tom Peace, Managing Director of The Loyalty People and presenter of Let’s Talk A Little Loyalty. Welcome to this week’s short summary show on behalf of Let’s Talk Loyalty, this week my Let’s Talk a little loyalty podcast showcases Paula’s interview with Charlie Hills from Mando-Connect alongside Nick Fishbourne from YouGov. Where they discussed the launch of their latest report on “What Brits Want from Loyalty Programs Now”.

This podcast interview by Paula was promote the launch of the third version of this fantastic report from back in March, 2022 and a year on, we are all lucky enough to have the full European loyalty report from these guys.

The full European report is excellent and has really shown some very interesting trends as well as different behaviors across Europe. I thought it would be fun to look a year back at the Brit report to see how the research has held up since it was published. Whilst it was focused on the British loyalty sector, the insight is still valuable to anyone in the loyalty industry as Great Britain is a hotbed for loyalty and innovation.

Every other year since 2018, Mando-Connect and YouGov have been partnering up to create this report to understand the market dynamics for loyalty in Great Britain. Essentially, they’re looking to understand what’s the most appealing elements of loyalty by demographic and sector, and why these elements are so appealing.

They also report on how behaviors are changing over time. It’s a very comprehensive and compelling report, and I personally have always devoured it. So what stood out in the research? Well, firstly, the growth of Amazon over the last two years, driven by the pandemic and online ordering, has propelled prime to third most popular program in the UK.

Overtaking established schemes like Costa and Co-op, the Co-op does have a much stronger following than than the size of the business would dictate, and this is due to their strong investment in ESG considerations and local charities. Emotional connections really are important.

The other major change in behavior is the drop in program participation that we see in the UK following the lifestyle changes over the previous couple of years.

The other major change in behavior is the drop in program participation that we see in the UK following the lifestyle changes over the previous couple of years. All sectors are experiencing a slowing down of member engagement. And since then, a lot of brands, especially the groceries, have implemented member pricing to help boost participation.

What’s really interesting a year on is that this trend continues. We’ve all changed our behaviors towards our loyalty programs, and brands need to innovate with frictionless solutions to earning rewards and creating other interesting ways to engage through gamification, social media, et cetera. It has been great to review this show and reread the report to look back and see what’s happened since. You can check out the main show at www.letstalkloyalty.com, which first aired on the 30th of March, 2022, episode number 203.

Thanks for listening. I hope you enjoyed my summary show all the best, and speak to you soon, Tom.

Paula: This show is sponsored by The Wise Marketer, the world’s most popular source of loyalty marketing news, insights, and research. The Wise Marketer also offers loyalty marketing training through its loyalty academy, which has already certified over 500 executives in 38 countries as certified loyalty marketing professionals.

For more information, check out thewisemarketer.com and loyaltyacademy.org.

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