In June 2018 Mando Connect worked in partnership with YouGov to produce a whitepaper looking at ‘What the British think of Loyalty Programmes’.
Much has changed in the loyalty landscape in the past two years and to build on the success of the last whitepaper there was a need to present how this has changed and what this looks like in 2020.
Working collaboratively with YouGov, Mando-Connect used Profiles to carry out a deep dive into audiences in Britain to analyse what they think about loyalty programmes, their current behaviours, which programmes they are members of and what they would like to see in the future.
To add to the existing data in Profiles, Mando-Connect also commissioned a RealTime survey to ask bespoke additional loyalty questions to a national representative sample of the population. This enabled them to plug that data into Profiles and explore the survey questions through different lenses across the 260,000 variables in Profiles.
Key findings of the report showed:
The RealTime survey data also showed that:
The RealTime survey also helped Mando-Connect identify the most appealing loyalty mechanics and what other factors are important to Brits in 2020 – such as the rising importance of loyalty programmes helping good causes and the environment.
Mando-Connect were able to effectively combine Profiles and RealTime data for much greater insight and depth when compared with the previous whitepaper. This new whitepaper has provided loyalty providers and partners with valuable insight into ‘What the British want from loyalty programmes in 2020’ to help inform the development of their programmes to better meet the needs of consumers.
We are delighted to have partnered with YouGov for the second time to explore what the British want from loyalty programmes in 2020. The combination of YouGov Profiles and RealTime enabled us to really understand the loyalty landscape, ask the pressing questions of the moment and uncover brand new robust insight to share with the industry. We are absolutely delighted with the results and YouGov have, as ever, been an absolute pleasure to work with. Andrew and Joe are really proactive in managing the relationship with Mando-Connect and have really helped us shape and deliver the research for maximum benefit and impact.
Charlie Hills, MD, Mando Connect
Mando-Connect is a smart, loyalty specialist, brand partnerships and rewards agency, devoted to producing brilliant data-fuelled partnerships that drive results across the UK, Europe and the globe. Their custom built, award-winning, Partnership Engine™ enables them to create partnerships and rewards that deliver significant value.
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Link to the white paper: www.mando-connect.co.uk/what-brits-want-from-loyalty/
Click here to listen to YouGov and Mando Connect discuss the white paper: https://anchor.fm/letstalkloyalty/episodes/35-What-the-Brits-Want-From-Loyalty-edv25s/a-a262vvo