The State of Brand Loyalty

in the U.K. 2023

The heart of loyalty is not merely the cheapest price-point, but a brand that can foster community, recognises the customer as an individual, and delivers content and product recommendations that reflect this.

These reports share exclusive data on the latest trends in consumer loyalty, the value exchanges that encourage repeat purchases and how to develop a loyalty program that goes beyond points-for-prizes.

The State of Brand Loyalty

in the U.K. 2023

The heart of loyalty is not merely the cheapest price-point, but a brand that can foster community, recognises the customer as an individual, and delivers content and product recommendations that reflect this.

These reports share exclusive data on the latest trends in consumer loyalty, the value exchanges that encourage repeat purchases and how to develop a loyalty program that goes beyond points-for-prizes.

U.K. consumers enjoy the benefits that come from being loyal to a brand, and a staggering 62% not only have a favourite, but will happily pay more to purchase over the competition

62% of U.K. consumers are prepared to pay more to purchase from a preferred brand
77% of U.K. consumers frequently buy from the same company, but are not loyal to that company

Yet highly-profitable customers are being handed to your competitors

Over three-quarters of U.K. consumers say there are examples where they frequently buy from the same company, but don’t feel loyal to that company – that’s a huge slice of the market that, given a little encouragement could become repeat customers to your brand.

Of course consumers love a discount for their loyalty but the real story here is the sizable year-on-year rise in consumers valuing engaging interactive experiences, exclusive access to products, personalised product recommendations, brand recognition and brand community.

9%
year-on year increase in U.K. consumers 
who want personalised product recommendations 
based on their self-reported preferences 
in return for their brand loyalty

The Cost of Getting Loyalty Wrong

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2023 European Brand Loyalty report mockup

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