#132: What the Brits Want from Loyalty (Short Summary Show)

PAULA: Welcome to Let’s Talk Loyalty, an industry podcast for loyalty marketing professionals.

PAULA: I’m your host, Paula Thomas, and if you work in loyalty marketing, join me every week to learn the latest ideas from loyalty specialists around the world.

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PAULA: Hello, and welcome to episode 132 of Let’s Talk Loyalty.

PAULA: Today, I’m reviewing episode 35, which featured superb insights from YouGov, which is one of the world’s leading market research and data analytics companies.

PAULA: YouGov worked with loyalty and partnerships agency, Mando Connect, to create a white paper focusing on loyalty models, new trends, and also some fascinating new programs that had recently been launched.

PAULA: The interview was done in May 2020 and included Charlie Hills from Mando Connect, who create loyalty partnerships for clients like Vodafone and TK Maxx, along with Joe Flag from YouGov.

PAULA: And together, the three of us chatted through the white paper, which is called What Do The Brits Want From Loyalty 2.0?

PAULA: A follow-up white paper created two years after an original research project, two years earlier.

PAULA: YouGov boasts the title of the most quoted research agency in the UK.

PAULA: And their data, combined with Charlie’s love of loyalty, meant a really rich conversation about what UK consumers were thinking and feeling about loyalty programs.

PAULA: We covered so many topics in the 50-minute interview.

PAULA: So as always for this short show, I’m focusing on the really key insights that have been useful to me.

PAULA: Firstly, at the risk of oversimplifying loyalty and consumer behavior, UK customers were really clear that getting the rewards right is the single most important thing to them.

PAULA: With 69% of those researched saying that getting the rewards right and what they actually get is really what matters.

PAULA: So I guess it’s our job as loyalty professionals to find ways to add real value to members.

PAULA: Secondly, I learned that in the UK, 18 to 24-year-olds in particular love the idea of loyalty programs, but actually they’re really disappointed with the reality and the rewards that the main UK programs are offering.

PAULA: So some leading brands like Boots have launched brand new propositions, such as one called Boots X, which is a program only found in social channels and focuses exclusively on their beauty category, as well as another new company called Beauty Pie, which also focuses on beauty products and offers users access to factory prices on premium products if they are a paying subscriber on the platform.

PAULA: I found this absolutely fascinating stuff.

PAULA: Charlie also talked us through the six different loyalty models that exist in the UK and which ones consumers said they found the most appealing.

PAULA: Of course, points leave the pack as the best known model, but we also got great insights on milestone or stamp card style programs.

PAULA: We talked about the popularity of partnerships in gamification, what consumers think of the surprise and delight approach, as well as really interesting details about tiered programs and a particular one from Sky UK.

PAULA: And finally, we talked about subscription or paid loyalty programs.

PAULA: I really recommend listening to the full interview to hear Charlie explain all of these in detail if you’re thinking about adding any new model or approach to your overall loyalty program.

PAULA: The other important learning for me was around how to create emotional loyalty with customers, which we all know is so important in this day and age.

PAULA: Charlie summarized the key things that UK customers want, starting with great value, so rewards that save them money.

PAULA: Then of course, treats they mightn’t buy for themselves otherwise.

PAULA: And then, particularly in recent years, the increasing importance of purpose-led programs that directly support good causes, something like the Environment or the NHS or National Health Service, which became a really big theme in the early days of COVID.

PAULA: Finally, Joe highlighted some freely available research from the yougov.com website, which covers many other topics including loyalty, such as emerging COVID trends, measuring the levels of concern, some of the new media consumption habits, and which brands were winning consumers’ hearts.

PAULA: He mentioned one fabulous example from a beer called BrewDog, who created a virtual pub experience and even created free beer vouchers for post-COVID enjoyment.

PAULA: So they were all incredible things for their brand loyalty metrics.

PAULA: That’s it for this short summary.

PAULA: If you’re interested in what Brits really want from loyalty, check out episode 35 of Let’s Talk Loyalty.

PAULA: And of course, don’t forget, check out this week’s interview on Thursday.

PAULA: I’m in Brazil for the first time, and I have a fantastic interview lined up for you.

PAULA: This show is sponsored by The Wise Marketeer, the world’s most popular source of loyalty marketing news insights and research.

PAULA: The Wise Marketeer also offers loyalty marketing training through its Loyalty Academy, which has already certified over 170 executives in 20 countries as certified loyalty marketing professionals.

PAULA: For more information, check out thewisemarketeer.com and loyaltyacademy.org.

PAULA: Thanks so much for listening to this episode of Let’s Talk Loyalty.

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