The New Loyalty Playbook: Strategies From Leading Brands

September 2024

This report evaluates top 100 brands' loyalty strategies and customer engagement performance in comparison to industry standards and competitors to identify growth opportunities and best practices. By expanding and improving loyalty initiatives with a variety of reward incentives and experiences, companies can generate greater value for both their business and their customers.

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Delivery

This report comes in PPT.

Key findings

Aligned index results showcase a well-rounded proposition

Brands that hold close values for Loyalty and Engagement indexes, are effectively communicating their strategy and translating it into the consumer-facing channels, achieving a more compelling and holistic loyalty proposition.

Retail and Travel lead but competition ramps up

Retail and Travel industries remain the leaders of loyalty, with well-developed and diverse propositions, but competing industries pick up speed by adding innovative next-generation loyalty features.

Mobile loyalty apps extend customer reach more effectively

Loyalty programmes are evolving to align with shifting consumer preferences and demands. Mobile loyalty apps are ideally suited to this new landscape, offering a new way to enhance exclusivity, provide instant gratification and boost customer satisfaction.

Transactional rewards remain prevalent, but they carry the risk of brand fatigue

Traditional transactional loyalty programmes, centred on points and tiers, continue to dominate the loyalty landscape in 2024. However, the market has become saturated with these reward offerings, which may lead to consumer fatigue and increase the risk of brand switching, ultimately compromising long-term loyalty.

Experiential rewards as loyalty incentives are gaining momentum

Experiential rewards are increasingly capturing customer loyalty and those brands that leverage the value of experiences as part of their loyalty schemes are likely to gain an advantage in forging stronger, long-lasting connections with their customers.

Why read this report?
Key findings
Why brands are rethinking loyalty?
Euromonitor International Loyalty framework
Winning customers: Loyalty trends that will shape the future landscape
Rethink, reimagine, relaunch: How to transform your brand loyalty programme
Experienced brands deliver: Strong results by travel and foodservice players
Engagement Index breakdown: Dissecting brands’ performance and strategy
Learnings from the top three brands
Engagement Index growth performance: Hits and misses in Q2 2024
Haidilao, British Airways and Carrefour: Top brands in Q2 2024
Prioritising loyalty: The blueprint for success
Success stories and shortfalls
Loyalty Index leaders: How membership programmes drive success
Other Retail: Opportunities to enhance communication and deepen customer engagement
Tmall goes beyond traditional and pushes the envelope on new consumer trends
Health and Beauty: Prioritise interaction over traffic
Ulta Beauty Rewards: Unlocking perks and community
Apparel and Footwear: SHEIN leads the pack
SHEIN needs to innovate to remain competitive in the loyalty space
Luxury: Sluggish customer engagement
TheRealReal : The intersection of luxury and resale in loyalty programmes
Travel: Technology revolutionises loyalty
Customer-centric models propel loyalty and engagement
Booking.com: Triumphs over established travel operators and their loyalty programmes
Foodservice: Third-party delivery takes the lead in loyalty
UberEats : Partnerships at the core of its success
Point-based and tiered programmes continue to dominate the loyalty space in 2024
Experiential rewards carve out stronger position due to popular consumer demand
Euromonitor International loyalty consumer segments 2024: Preferences and behaviour
Next-gen loyalty programmes: Advancing well, but more work is needed
Recommendations/Opportunities for growth
Evolution of brand loyalty
Questions we are asking
Loyalty Competitor Tracker: Overview
Loyalty Competitor Tracker: Snapshot
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