Research insights from
over 300 loyalty leaders
The Collinson
Loyalty Landscape
2024 edition
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The loyalty landscape is constantly evolving and adapting in line with the economy, consumer needs and innovation – which is why our annual research takes a deep dive into several aspects of this ever-moving marketplace.
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Acquiring customer data and sustaining customer loyalty for long periods is a never-ending challenge that every business faces. While most consumers are members of more than 12 customer loyalty programmes, they are active in less than 50% of those programmes. What makes some programmes more successful than others and how do you make your customer loyalty programme one of those that people use, share and talk about?
At Collinson we work tirelessly with customers to unlock the magic within their business, to design build and deliver the best loyalty programmes that set them apart from their competition and drive desired change – more mindshare, wallet share, advocacy, and Loyalty.
To learn what we’ve done for businesses like yours and how we can leverage Salesforce loyalty management technology across Customer 360 to help you achieve your customer vision and bring your loyalty strategy to life, please get in touch.
Collinson
About Us
Stephen Gilbert
Vice President Salesforce Loyalty
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This year’s survey garnered responses from over 300 UK loyalty leaders, all engaged in managing live loyalty programmes. The results provide the inside track, insight and inspiration for building better loyalty schemes, fit for the future.
We highlight key findings across the loyalty landscape with separate companion pieces for specific sectors – Travel, Transport & Hospitality (TTH), Financial Services (FS) and Retail - providing a broad overview as well as glimpses of what is happening in each sector. And we also look at a new way to compare your programme with peers and competitors, using a Loyalty Maturity Assessment.
Introduction - where is loyalty today?
Research insights from
over 300 loyalty leaders
This year’s survey¹ garnered responses from over 300 UK loyalty leaders, all engaged in managing live loyalty programmes². The results provide the inside track, insight and perhaps even inspiration for building better loyalty schemes, fit for the future.
Here, we highlight key findings across the loyalty landscape with separate companion pieces for specific sectors – Travel, Transport & Hospitality (TTH), Financial Services (FS) and Retail - providing a broad overview as well as glimpses of what is happening in each sector. And we also look at a new way to compare your programme with peers and competitors, using a Loyalty Maturity Assessment.
The loyalty market in the UK is forecast to be worth
US$12.492 billion by 2027³, which suggests consumers will be provided with a myriad choice and companies with an over-crowded, seriously competitive marketplace.
Two years ago, our research revealed that brands were becoming aware of this saturation, a lack of differentiation and customer fatigue. Now this has intensified and there are new considerations for loyalty leaders and managers too – adoption of AI, the blockchain and NFT’s just for starters.
It's a growing market, burgeoning with opportunity and yet the loyalty marketer can become discombobulated with so much to solve and so many choices. This may explain the paralysis we are witnessing today, with loyalty players being slow to pick up the pace of progress. There is some innovation but more widely there is a tendency towards inertia in the face of overwhelm.
The Collinson
Loyalty Landscape
2024 edition
Need help building your loyalty programme? Contact us.
Stephen Gilbert
Vice President Salesforce Loyalty
Contact me
This year’s survey garnered responses from over 300 UK loyalty leaders, all engaged in managing live loyalty programmes.