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EMARKETER

UK Loyalty and Membership Programs 2025

Perks and Personalization Strengthen Revenues and Customer Connections in the Mobile Era

Report by Carina Perkins  |  Apr 17, 2025
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Table of Contents
Executive Summary
Brand loyalty in the UK is recovering but remains under pressure
A strategic approach is key to competitive loyalty programs
UK supermarkets lead innovation in loyalty programs
What should retailers keep in mind when developing loyalty programs?
Implications for retailers and brands
Sources
Media Gallery
About This Report
Brand loyalty membership is rebounding in the UK as shoppers turn to loyalty programs for savings. Supermarkets are driving innovation, but there is space for brands and retailers of all sizes to boost revenues and forge stronger customer connections.
Topics
Loyalty
Retail Sales
Ecommerce Sales
UK
Table of Contents
Executive Summary
Brand loyalty in the UK is recovering but remains under pressure
A strategic approach is key to competitive loyalty programs
UK supermarkets lead innovation in loyalty programs
What should retailers keep in mind when developing loyalty programs?
Implications for retailers and brands
Sources
Media Gallery

Brand loyalty is on the rise again in the UK as consumers seek savings amid ongoing inflation. Major supermarkets are developing member pricing strategies and engaging mobile apps. But there are opportunities for retailers and brands of all sizes to leverage loyalty programs to boost revenues and retention and gather valuable first-party data.

Key Question: How can brands and retailers level up their loyalty programs to boost connections and monetize first-party data?

UK Consumers Want to Be Rewarded for Their Loyalty to Brands (% of UK adults, July 2024)
E-Mail ChartDownload

Key Stat: Loyalty programs can boost retention: More than half (56%) of UK adults say they would be more loyal to a particular brand if they were rewarded for their loyalty.

This report can help you:

  • Develop a commerce strategy (retailers, brands)
  • Showcase opportunities to customers (solution providers)
  • Develop a go-to-market strategy (solution providers)

Here’s what’s in the full report

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10charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Brand loyalty in the UK is recovering but remains under pressure
  3. A strategic approach is key to competitive loyalty programs
  1. UK supermarkets lead innovation in loyalty programs
  2. What should retailers keep in mind when developing loyalty programs?
  3. Implications for retailers and brands
  1. Sources
  2. Media Gallery

Charts in This Report

UK Consumers Want to Be Rewarded for Their Loyalty to Brands (% of UK adults, July 2024)Brand Loyalty Is on the Rise—Particularly in the Beauty and Food Delivery Categories (% of UK consumers, 2023 & 2024)
Coupons & Rebates App Downloads Rose About 51% in 2024, Leading All Shopping Subgenres (millions in UK quarterly mobile shopping app downloads, by subgenre, Q1-Q4 2024)Loyalty Program Membership Is High in the UK, Particularly in the Supermarket Sector (% of UK adults, May 2024)
Consumers Cite Lower Prices as the Most Effective Promotional Strategy for Supermarkets (% of UK adult grocery shoppers, Aug 2024)Almost 8 out of 10 UK Grocery Shoppers Are Members of Tesco's Clubcard Loyalty Program (% of UK grocery shoppers who are members of select loyalty programs, Aug 2024)
Discounts and Special Pricing Are the Most Appealing Loyalty Benefits for UK Consumers (% of UK adults, May 2024)UK Consumers Prefer Mobile Apps, but Physical Loyalty Cards Are Still More Popular Than Digital  (% of adult consumers in the UK vs. worldwide, by preferred channel of interaction with loyalty programs, Sep 2024)
UK Consumers Are Willing to Share a Range of Personal Information in Exchange for Savings (% of UK adults, Nov 2024)Over a Third of UK Consumers Say Personalized Offers Motivate Them to Join Loyalty Programs (% of UK consumers, by select factors that motivate them to join loyalty programs, Sep 2024)

authors

Carina Perkins

Contributors

Sky Canaves
Principal Analyst
Suzy Davidkhanian
VP, Content
Madan Kumar
Copy Editor
Wendy Malloy
Director, Reports Editor
Amy Rotondo
Director, US Research
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
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