UK Loyalty Programs

Part
01
of four
Part
01

UK Loyalty Programs Per Household

A typical UK household has about 18 loyalty cards in their (digital) wallet. This data has been updated accordingly on the attached spreadsheet.

UK Loyalty programs per household

  • A UK household has an average of 18 loyalty cards while a British consumer has an average of 3.6 loyalty cards.
  • Three-quarter of the UK population belong to a loyalty program.
  • 84% of women and 70% of men in the UK are members of a loyalty program.
  • A survey report revealed that 96% of the UK population belongs to a reward scheme.
  • 64% of the UK population belong to more than one loyalty scheme.
  • About 75% of the UK loyalty program members are inactive, which implies that 25% of loyalty program members are active.
  • The UK loyalty scene is dominated by supermarkets (65%), pharmacies (37%), retailers (30%), and restaurants and coffee shops (25%).

Research strategy

To determine the total number of different loyalty programs each household in the UK belongs to and how many loyalty programs they actively participate in, we scoured through expert analysis, credible blogs, media publications, and statistical databases such as — but not limited to — Nielsen, Grabstats, and LoyLogic. Although a thorough search did not provide the number of loyalty programs for either UK households or consumer, we found exact data on the average number of loyalty cards owned by a typical UK household and individual. Since loyalty cards are used for loyalty programs, we have provided this data on the assumption that each card represents one program. We also found the percentage of loyalty program members who are inactive as 75%, which means that 25% of loyalty program members are active. While we searched for a corroborating source to back up this data, other sources that published this data cited Loylogic as the primary source.
Part
02
of four
Part
02

UK Loyalty Coalitions

Nectar is the biggest reward points system with 20 million users and £450 million overall reward points issued in 2018. It is followed by Boots with 15.5 million users, O2 with 4.7 million users, and Avios with 2.4 million users. We compiled our full report in rows 4 and 5, column D, of the attached spreadsheet.

NECTAR

O2

  • O2 had 4.7 million users enrolled in their loyalty scheme in 2018.
  • O2 issued £30 million in overall reward points in 2018. In the press release, O2 specified they have issued £15 million in overall reward points until the beginning of July which makes the first half of the year. Therefore, we duplicated the amount to get the full award point value for 2018.

BOOTS

  • Boots had 15.5 million users enrolled in their loyalty scheme in 2018.
  • Boots issued $474 million in overall reward points in 2018. The reason it was reported in American dollars is the fact that Boots got acquired by Walgreens.

AVIOS

  • Avios had 2.4 million users enrolled in their loyalty scheme in 2018.
  • Avios issued £70 million in overall reward points in 2017.
Part
03
of four
Part
03

Amazon Prime Penetration: UK

Amazon's Prime services have a penetration rate of 33% in the UK. We have provided this data and other related data points on row 6 column D of the attached spreadsheet.

Summary of findings

  • There are 8 million Amazon's Prime service subscribers in the UK.
  • Amazon Prime members in the UK generated almost £20.30 billion in sales.
  • There were 4.9 million households subscribed to Amazon's Prime Videos in the UK in 2018, a rise from 4.3 million in 2017.

Part
04
of four
Part
04

UK Credit Card Influencers

Three of the top credit card influencers in the UK are HSBC UK, Martin Lewis of Money Saving Expert, and Barclaycard UK. HSBC UK has 2.6 million Facebook followers while Martin Lewis and Barclaycard UK have 506,433 and 399,935 Facebook followers respectively.

3 of the top credit card influencers in the UK

1) HSBC UK

2) martin lewis — Money saving expert

  • Website Link: https://www.moneysavingexpert.com/
  • Facebook Followers: 506,433
  • Instagram Followers: 16,000
  • YouTube Followers: 17,127
  • Twitter Followers: 585,000
  • Based in London, Martin Lewis is the founder & current Executive Chairman of Money Saving Expert website.
  • 3) barclaycard UK / barclays bank UK

  • Website Link: https://www.barclaycard.co.uk/
  • Facebook Followers: 399,935
  • Instagram Followers: 2,945
  • YouTube Followers: 3,159
  • Twitter Followers: 29,500
  • Barclaycard UK, the trading name of Barclays Bank UK, is the market leader in the UK credit card market, with current market share of 27% as of 2018.
  • Research Strategy:

    We first researched about top credit card influencers in the UK using industry sources such as Media Kix, Marketing Week, Influence Marketing Hub, Izea, Financial Conduct Authority, and G2Crowd, among others, and also from media sources such as The Guardian, Express UK, Market Watch, Business Wire, The Sun, and BBC, among others. We had a goal of searching for any pre-compiled lists or reports or articles, of credit card influencers in the UK. We found one influencer from Express UK and the Guardian articles, Martin Lewis who is the founder and Executive Chairman of Money Saving Expert. Other sources we found were all about American Express ambassadors or influencers, but were all based in the US. We also found lists of top UK influencers involved with different industries, but no specific relevance to credit cards or the financial market in the UK.

    We then changed the research strategy and searched for the market leaders in the UK credit card market, using industry sources such as Mintel, Marketing Week, ProActive Investors, and CMS Payments Intelligence, among others, and media sources such as Financial Times. This strategy was used to find the UK credit card market leaders as their brands and companies are also influencers that can change the market direction because of their top-level market shares and market impact. Several market leaders such as Barclaycard, or Barclays Bank UK, Lloyds Banking Group and others were listed in the Financial Times and reports from ProActive Investors, Marketing Week, and CMS Payments Intelligence, showing their market shares and influences in the UK credit card market.

    We defined "Top" as the influencers which has among the highest number of Facebook followers. From the list of market leaders we gathered, together with influencer Martin Lewis, we ranked them according to their number of Facebook followers. We then came up with HSBC UK, Martin Lewis and Barclaycard as 3 of the top credit card influencers in the UK. We have provided all the required information about the top influencers in row 8, column D of the attached spreadsheet.

    Sources
    Sources

    From Part 03
    Quotes
    • "It’s believed that about 8 million people in the UK subscribe to the Prime service – which gives priority delivery on products bought online and also access to Amazon’s TV and film streaming service for an annual fee."
    • "In the UK, Prime members generated nearly £20.30 billion in sales for Amazon in 2016, up 22% on the previous year."
    Quotes
    • "Amazon Prime subscription has now penetrated nearly 33% of households in the country and, according to Cowen and Company, Amazon has plenty of room to increase its Prime membership base in the UK."
    Quotes
    • "Amazon’s Prime Video is now the fastest growing on demand service in the UK, outpacing both Netflix and Sky’s Now TV."
    • "Quoting data produced by BARB, The Guardian reports that it saw its subscriber number increase by 41% to 4.3 million households in 2017. "
    Quotes
    • "In quarter two 2018, Amazon Prime Video had nearly 4.9 million subscribers in the United Kingdom."
    From Part 04