What you will learn
Data, proof points and strategic guidance across four European markets. Including the first-ever dedicated Polish consumer study.
Why Polish consumers are different, and what that means for your program
Poland has the most price-driven loyalty market in Europe. At 40.31%, exclusive pricing ranked first, well ahead of every other market. However, most Polish loyalty programs are based on assumptions rather than data. This report provides actual numbers broken down by age, behavior, and market so you can develop a strategy that aligns with how Polish consumers make decisions.
The gap between what brands invest in and what customers actually want
Most brands believe that personalization is their customers’ top priority. However, most consumers disagree. This report maps the gap between brands’ ambitions and customers’ realities and identifies the drivers of this gap, from CRM misalignment to notification overload.
Why Gen Z is the loyalty market’s biggest blind spot
People aged 18–24 use fewer loyalty apps than any other age group, even those over 65. Few say loyalty programs factor into why they stay with a brand, yet their collective spending power is set to become one of the largest of any generation. Brands that overlook this group now will find it significantly harder to win them over later. The report includes the first qualitative Gen Z study of its kind with direct consumer quotes.
What the brands getting it right are actually doing
These are not just theories, but real case studies. For example, a Polish brand that dramatically improved its mobile experience saw its user return and conversion rates rise substantially. A UK retailer generated significant returns on every pound invested in its loyalty app. The report shows the decisions that led to these results.
Why your notification strategy might be your biggest loyalty risk
Notifications are the #1 source of frustration for users of loyalty apps. This issue scores higher than poor rewards, bad onboarding, and a lack of personalization combined. The report illustrates a smarter approach with data on when consumers open their apps and why.
A practical framework for what to fix first
It’s not just a list of things to consider at some point in the future. Rather, it’s a prioritized, evidence-based guide that shows where the biggest gaps are and how to close them.
