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Understanding Loyalty in Europe 3.0 – New Mando-Connect and YouGov Research Released

We always enjoy the research that comes to us from Mando-Connect and YouGov, which is why we promote it across our platforms, The Wise Marketer™ and Loyalty Academy™, whenever they have something fresh.

We’re pleased to share that Mando-Connect and YouGov launched their latest iteration of the “Understanding Loyalty in Europe” series at the Loyalty Summit CXM in Stockholm recently. The new research for 2025 provides a comprehensive overview of the European loyalty landscape, offering conference attendees crucial insights on loyalty programme membership, appeal and impact across 24 European markets, with trends and case studies from Mando’s community of 12 European loyalty experts.

One of our very own CLMPs, Charlie Hills, who is the Chief Strategy Officer of Mando, and Nick Fishbourne, Head of Account Management at YouGov, presented the white paper on day one of the conference.  Some of the top-line findings include:

Among the findings shared was that the majority of consumers across Europe are now members of at least one loyalty programme.

  • Across all 24 markets in the study, 64% of respondents said they were a member of at least one rewards/loyalty programme with membership peaking in Finland (89%), Norway (86%) and Great Britain (81%).
  • Membership remains lowest in Turkey (27%) and Bulgaria (43%).
  • In all but four markets more than half the population are a member of at least one loyalty programme.

Loyalty programmes are also demonstrably influencing consumer spending habits across Europe.

  • A significant portion of members reporting increased expenditure with brands when members of their programme – 36% of loyalty programme members reported spending more with brands they hold memberships with (vs.29% in 2024).
  • The 7%-point increase indicates loyalty programmes growing effectiveness at driving increased spend.

The presentation was followed by a panel featuring 5 industry exports from the European loyalty community who shared their favourite loyalty programmes – from IKEA Family to Lidl Plus to Club Matas to Flying Tiger to e-hoi Cruise Club, as well as highlights from their local markets. Charlie Hills also announced her long term ambition to get experts from every single one of the 24 markets in the future – so watch this space!

For a deeper dive into the findings, you can download the full whitepaper:

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