New Research From the UK: What the British Want From Loyalty Programmes 3.0

At Bink, we know that the British take loyalty very seriously. But with the upheavals brought about by the COVID pandemic, the last two years have seen many changes happening in all spheres, and loyalty is no exception. To this end, a recent collaboration between Mando-Connect and YouGov – a 2022 white paper entitled “What the British want from Loyalty Programmes 3.0” – has revealed some fascinating insights. Since 2018, these two entities have been working closely together to gain an in-depth understanding of the loyalty space in Britain.

We took a closer look at some of the findings.

First up, the good news is that we Brits are as enamoured as ever of loyalty. This means that, by and large, companies are offering the right incentives, but with a slight decline having been experienced recently, care should be taken not to let complacency creep in. 

Tesco Clubcard, Nectar and Sparks are the dominant players in supermarket loyalty, with some impressive levels of innovation, including members-only pricing and new subscription models. Special mention should also be given to Lidl Plus for making significant inroads into this space. Boots Advantage Card has the highest membership in the pharmacy sector, whilst Amazon Prime occupies the top slot in retail. 

Rewards are the all-important factor in determining the success of the loyalty programme. It is crucial that companies take the time to research what their customers really want in the way of rewards, and then ensure that these reach the right customers. And whilst it is always a good idea to keep in mind the early-adopter mentality of the future customer, tried and trusted rewards are always going to prove successful.

Sustainability is increasingly more important to customers, and companies should ensure that their loyalty programmes reflect this, whether it means supporting sustainability programmes, or contributing towards helping to improve the environment.

As the loyalty industry continues to mature in Britain, we can expect many new innovations in the sector. Technology-driven solutions that help drive better customer insights are going to become increasingly more important. And as customers become increasingly more aware of their impact on the environment, the opportunity exists for loyalty programmes to become forces for positive change. All of which makes loyalty a hugely exciting industry. 

To download the full white paper please visit