Digital Customer Loyalty Report 2025

Brands know that digital loyalty experiences are no long optional, but few are truly maximising mobile. Our second annual report shares what over 100+ leading brands identify as trending loyalty priorities and opportunities.

What you’ll discover

We surveyed more than 100 leading brands across Europe to uncover what is driving the mobile loyalty agenda.

The data helps provide a view on the impact digital
experiences, particularly mobile, are having on loyalty.


With challenges for both businesses and customers, the need
to create more efficient and effective loyalty programmes
and experiences is greater than ever. Mobile is leading the
charge, with 24% of brands believing apps are the most
responsive CRM channel they’re using.


The number one business challenge being solved by digital
loyalty programmes is frequency of purchase and the tactics
to support that are on the rise, with adoption of exclusive
offers and digital points both up YoY.

If you’re responsible for loyalty, mobile, CRM, product or CX at your brand; this report will help you benchmark your investment and priorities against that of peers.

Research you can rely on

Drawing on more than 100 leading brands, this report provides a comprehensive view of mobile loyalty investment and trending tactics.

Popular Loyalty Tactics

We uncover which loyalty tactics and features brands are most heavily invested in, and which they are drawing back on.

Room For More Personalisation

Appetite for personalisation remains high, with brands suggesting that there’s still very much room for more. We explore how well brands are really personalising their loyalty experiences.

Partner Opinions

Our mobile partners share their insight and experience, with featured quotes from the likes of Talon.One, Eagle Eye and Airship.

Brand Insights

Brands such as Decathlon, Kingfisher and Matalan share more about what’s driving loyalty in their world.

Overcoming Barriers

Understand which barriers are holding brands back, and how to better overcome these with smarter mobile strategy.