Love them or hate them, you can’t ignore loyalty cards, but just how widespread is their use across Europe, and what innovations are shaking up the existing schemes? In our whitepaper Keeping Shoppers Loyal – An inventory of FMCG loyalty card programs in Europe, we address key questions about loyalty schemes and their effectiveness in FMCG retail. We compare retailer-run and multi-partner programs in 19 individual markets and examine how the landscape differs by market.
The insights are based on data and analyses from all major markets in Europe. Powered with figures from GfK and Kantar, Worldpanel division, and each country’s expert knowledge, this white paper provides a solid foundation for your business decision-making. We address key elements of FMCG loyalty cards including:

• Penetration rates by market and channel
• The pros and cons of multi-partner versus retailer-run programs
• Consumers’ appetite for schemes, and how many they will realistically juggle
• Measuring the success of FMCG loyalty card programs in Europe
• The rise of ‘paid for’ programs

Get inspired by innovative moves in Austria, Great Britain, Germany
We shine a spotlight on three markets so you can gain valuable insight that can be applied to your business into different ways loyalty schemes are evolving. In Austria, we investigate how retail giant Lidl uses the market to test new concepts prior to launch in Germany. It was here that their app was first trialed, and REWE launched its multi-partner Bonus Club. Since the 1990s, the Austrian market has been innovative when it comes to implementing FMCG loyalty card programs within Europe. The high penetration rate confirms the overall acceptance in the market.
In Great Britain, we show how Tesco has used a paid-for loyalty scheme to maintain its sizeable shopper base in the face of stiff competition from the discounters. Rival Sainsbury’s new app-only offer is

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