Western Europe is seeing a fresh wave of loyalty program marketing as consumers look for savings opportunities during tough economic times. For retailers, loyalty programs are a win-win—enabling them to boost engagement while also gathering valuable first-party data. But in a competitive loyalty market, evolving consumer expectations are key.

Key Question: How are loyalty programs evolving—and what features are most attractive to consumers?

Key Stat: At least 90% of consumers in Europe are willing to share their personal data for loyalty points/rewards or discounts and coupons, while over 80% would share it for prizes or exclusive offers.