How Mando-Connect became a thought-leader in loyalty marketing with YouGov
Challenge
Mando-Connect wanted to understand loyalty attitudes and behaviors in international markets.
Solution
YouGov provided loyalty data and insights, enabling Mando-Connect to track and understand trends across markets.
Business outcome
Mando-Connect launched three influential whitepapers, guiding loyalty marketeers and featuring in top industry events.
Business challenge
Founded in 2017, marketing agency Mando-Connect aimed to become Europe’s leading loyalty, promotions, and partnerships agency. However, the agency had a significant lack of insights into loyalty program participation and preferences across the continent.
To build credibility and make informed client recommendations, Mando-Connect needed to address this knowledge gap. The objective was to understand and quantify loyalty participation, preferences, and impact in the UK and international markets, elevating its profile and ensuring top-tier client work.
Solution
Mando-Connect partnered with YouGov to create tailored loyalty participation and preference data points within our flagship audience profiling tool, YouGov Profiles. These metrics included current membership, reward preferences, and the attitudinal impact of membership. By tracking these metrics over time, Mando-Connect could evaluate ongoing loyalty behaviors across various European markets.
Additionally, Mando-Connect complemented these findings with YouGov Surveys. The omnibus survey explored contemporary loyalty topics such as attitudes towards sustainability, future reward types like crypto-rewards, and current activity levels. This data was enriched with Mando-Connect's commentary, desk research, and insights from a curated group of industry experts and thought leaders.
With this approach, Mando-Connect remained at the forefront of industry intelligence and thought leadership, providing valuable insights to its clients and maintaining its position as leader in the loyalty, promotions, and partnerships sector.
Business outcomes
By leveraging YouGov Profiles and Omnibus surveys, Mando Connect successfully launched three influential industry papers: ‘What the British Want from Loyalty’, ‘What the British want from Promotions’ and ‘Understanding Loyalty in Europe’ . These studies have provided invaluable data for loyalty marketers across the UK and Europe, establishing Mando-Connect as a thought leader in the loyalty community.
Each whitepaper has been well-received, featured on popular industry podcasts like Let’s Talk Loyalty and The Loyalty Podcast. The “Understanding Loyalty in Europe" paper was so impactful that it became a central focus at the 2024 International Loyalty Summit CXM in Copenhagen, co-chaired by Mando-Connect CSO, Charlie Hills. These achievements have significantly raised Mando-Connect's profile and driven awareness within the industry.
“Our partnership with YouGov has been absolutely critical to the success of Mando-Connect. YouGov Profiles is an essential part of all our client work, our new business prospecting and, of course, our, now famous, White Papers on loyalty and promotions for the British and pan-European markets. On top of great data however, I would be amiss to also not mention the great service we receive from YouGov. The team there are exceptional – quick to respond, flexible, smart, proactive and fun to boot. Thank-you for a great partnership!”