Mobile Customer Loyalty Report 2026
The gap between what brands think drives loyalty – and what actually does – has never been wider. Our third annual report unpacks the data, the proof points, and the uncomfortable truths brands can’t afford to ignore.
What you’ll discover
We surveyed more than 1,000 consumers across the UK, Germany, the Netherlands and Poland to uncover what really drives mobile loyalty—and where brands are getting it wrong.
By comparing consumer expectations with brand perspectives, we reveal the gaps, opportunities and strategies that matter most.
Inside, you’ll find the top ten loyalty apps per market, as voted for my consumers, regional insights, a dedicated Gen Z study, real-world brand examples and practical guidance backed by evidence, not assumptions.
If you lead loyalty, mobile, CRM, product or CX, this report is your blueprint for building stronger customer relationships.
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Research you can rely on
Drawing on more than 1,000 consumers, industry leaders and in-depth qualitative research, this report provides a comprehensive view of mobile loyalty across Europe.
Consumer Survey
We gathered data from 1,056 respondents across the UK, Germany, the Netherlands and Poland — with breakdowns by age, market and demographic.
Best Loyalty Apps in Europe
Lists of the top 10 apps per market that are delivering best-in-class loyalty experiences, as voted for by consumers.
Brand Survey
Brand survey data from loyalty and mobile leaders across European retail, financial services, travel, hospitality and utilities.
Gen Z Spotlight
A dedicated qualitative Gen Z consumer study, the first of its kind in this report series.
Case Studies
Case studies from leading European brands, showing what mobile loyalty looks like when it’s working.
Strategic Guidance
Strategic guidance on notifications and CRM alignment, gamification that actually works, Gen Z engagement, and the growing case for coalition loyalty architecture.